While numerous gel polish brands exist in Europe, they often fell short of expectations, lacking the quality and variety found in both small and large American brands. The market was saturated with BIAB and rubber base products, creating a need for versatile gel polishes, especially in natural base colours, that didn't always require significant thickness. The confusing product naming conventions employed by many brands further compounded the issue.

We’re here to strip away the noise, take things back to the roots, and make nail care simple, approachable, and inspiring. Think of us as your starting point, the place you turn to when you’re just beginning and the one you’ll never want to leave, because we’ve got you covered from the very foundation upwards (pun slightly intended). We combine timeless basics with thoughtful innovation, giving you products that are easy to understand, effortless to use, and impossible to give up. No confusing jargon, no overwhelm, just the clarity, quality, and creativity you need to build your nail journey, your way.