Nails Inc.

Nails.INC
Company typeNail polish brand
IndustryRetail
Founded1999
FounderThea Green, MT Carney
HeadquartersLondon, England
Area served
United Kingdom, United States, Australia, Japan
Key people
Thea Green
Revenue£14M
Number of employees
98
Websitewww.nailsinc.com

Nails Inc. is a London, England-based nail polish company founded by Thea Green MBE.[1]

Thea Green

Thea Green was born and brought up in Hoylake on the Wirral Peninsula, near Liverpool.[2] Her father was a company director of Littlewoods, and her mother a housewife. She completed a degree in public relations and journalism at the London College of Fashion.[1] While studying, she assisted on the fashion desk at the Daily Mail newspaper, and then Tatler magazine. Joining Tatler as fashion co-ordinator on graduation, she became fashion editor aged 24.[3]

Green was appointed Member of the Order of the British Empire (MBE) in the 2011 Birthday Honours for services to the beauty industry.[4]

History

Green noticed on travelling to New York City, the number of nail bars that were easily available. Working on a business plan with business partner MT Carney, they raised £200,000 through investors, and launched their first store in 1999 in South Molton Street in the West End of London.[5]

After opening the first three stores in London, as the business expanded Carney left the business with her family for the United States.[6]

In 2000, Nails Inc opened department store concessions.[7]

In 2003, the company launched their training academy for beauty therapists in London. In 2005 they launched the luxury "champagne nail bar."[6]

Present

Nails.INC is a homegrown, British nail brand. The company has concessions within key retailers, including Selfridges, John Lewis, Waitrose, QVC, Amazon and Look Fantastic, as well as Sephora, Target and Sallys in the USA.

The company now has stores in the UK, US, Australia, and Japan.[8]

In November 2012, Nails.INC opened a nail bar in the Harvey Nichols Beauty Bazaar - a concept store located in the Liverpool One shopping centre, in the centre of Liverpool.[9]

In December 2014, Victoria Beckham collaborated with the brand to launch two limited edition nail polishes.[10] In 2015, Nails.INC launched what they claimed to be the world's first spray on nail polish.[11]

In June 2020, Nails.INC posted a message with its 240,000 followers on Instagram: Nails.INC will contribute proceeds for the whole month of June to Black Lives Matter. "We stand with the fight against systematic racism," the beauty brand shared on the 1 June post.[12]

In May 2022, Nails.INC collaborated with Magnum to launch chocolate-scented nail polishes inspired by the new ice cream Duet Bars.[13] The line featured three sets of two polishes to match the three flavours, Almond, Chocolate and Cookie.[14] In December 2022, they collaborated with Marks & Spencer to launch a Percy Pig collection.[15]

In March 2025, Nails.INC launched It's Topless, the first ever 4-in-1 nail polish.[16] Combining base coat, colour, top coat and treatment all in one, the range launched with 22 shades.[17][18] In December 2025, they collaborated with Jo Loves to launch a limited edition set containing a fragrance pen and a red nail polish.[19]

Awards

References

  1. ^ a b "Thea Green on her Nails Inc empire - Telegraph". The Daily Telegraph. The brand has previously collaborated with fashion and beauty insiders including Victoria Beckham, Alexa Chung and Poppy Delevigne. Its nail polish collections can be found in stores worldwide, including Superdrug, Boots, Sephora and Target.
  2. ^ {she has an older brother and a younger sister"Hoylake-born Thea Green wins prestigious entrepreneur award". Wirral Globe. 10 November 2010. Retrieved 18 November 2010.
  3. ^ "New York trip inspired idea for nail bars". The Times. 15 October 2006. Retrieved 18 November 2010.
  4. ^ "No. 59808". The London Gazette (Supplement). 11 June 2011. p. 16.
  5. ^ "Five minutes with... Nails Inc founder Thea Green". www.managementtoday.co.uk. Retrieved 16 January 2026.
  6. ^ a b "Thea Green - Nailing down success". Coutts. August 2009. Retrieved 19 November 2010.
  7. ^ "'My energy when I'm winning competes against any 20-year-old' - Nails.INC founder". Yahoo Finance. Archived from the original on 10 January 2026. Retrieved 16 January 2026.
  8. ^ Times, The Sunday (4 November 2012). "Digest: Nails Inc polishes profits". The Times. Archived from the original on 15 May 2018. Retrieved 25 October 2019.
  9. ^ "Grazia". Grazia.
  10. ^ Niven-Phillips, Lisa (5 December 2014). "Nails By Beckham". British Vogue. Retrieved 25 February 2026.
  11. ^ Cosmetics, Colour. "Nails Inc creates world's first spray-on nail polish". cosmeticsbusiness.com. Retrieved 25 February 2026.
  12. ^ "Nails.INC Donates All U.S. Profits To Black Lives Matter for the Month of June". The Zoe Report. 3 June 2020. Retrieved 30 June 2020.
  13. ^ "Ice cream brand Magnum collaborates with Nails.INC". www.diarydirectory.com. Retrieved 25 February 2026.
  14. ^ "Indulge in 6 chocolate-scented nail polishes with the Magnum Ice Cream x Nails.INC collection - Scratch". https://www.scratchmagazine.co.uk/. Retrieved 25 February 2026. {{cite web}}: External link in |website= (help)
  15. ^ Shearsmith, Tom (8 December 2022). "M&S launches Percy Pig collaboration with Nails Inc". TheIndustry.beauty. Retrieved 25 February 2026.
  16. ^ Nails.INC. "NAILS.INC LAUNCHES "IT'S TOPLESS", THE MARKET'S FIRST 4-IN-1 NAIL POLISH FOR THE ULTIMATE ONE-STEP MANICURE". www.prnewswire.com. Retrieved 25 February 2026.
  17. ^ manis, A. breakthrough for at-home (27 February 2025). "Nails.INC It's Topless Nail Polish Review 2025". https://www.newbeauty.com/. Retrieved 25 February 2026. {{cite web}}: External link in |website= (help)
  18. ^ Conti, Samantha (11 March 2025). "Nails.Inc Launches 'It's Topless,' a Multitasking Polish for People on the Go". WWD. Retrieved 25 February 2026.
  19. ^ "Nails.INC x Jo Loves: Paint The Town Red". Nails Inc London. Retrieved 25 February 2026.
  20. ^ "CEW UK".
  21. ^ "Talk Business Magazine". 26 May 2023.
  22. ^ "Nailing it! How Nails Inc. founder Thea Green built a recession-proof business - Features". londonlovesbusiness.com.
  23. ^ "Real Business". 30 June 2011.
  24. ^ Editors, Allure (16 September 2025). "All of the 2025 Allure Best of Beauty Winners". Allure. Retrieved 25 February 2026. {{cite web}}: |last= has generic name (help)
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