Today, we're diving into the vibrant, artsy world of nail care, where self-expression reigns supreme. Have you ever wondered why celebrities like Harry Styles quickly adopted the nail polish trend? And how does shattering norms and making a bold statement influence the desire to buy nail polishes? 

Brands are leading the charge in promoting nail beauty for all genders, fostering an environment that encourages everyone to explore new and exciting styles. We gathered the most intriguing companies that catch attention with their packaging and brand charisma.

PLEASING

SELF-EXPRESSION ACROSS ALL GENDERS

Harry Styles launched his nail care brand, Pleasing, as an extension of his love for nail polish and personal expression. During the pandemic, the project evolved beyond nail polish, becoming a platform to share moments of joy and beauty with his fans. Harry aimed to create products that highlight and celebrate individuality rather than mask it, emphasizing the importance of making people feel beautiful and confident. Audiences are inspired by Harris' emphasis on self-expression and can participate in this freedom through purchasing his products.

The Pleasing nail care line delivers a vibrant array of nail polish shades, each topped with a unique and eye-catching cap that mirrors the color of the polish beneath it. The brand has broadened its horizon, venturing into skincare products while maintaining the distinctive round cap as a signature design feature. Designed for everyone, Pleasing's products champion personal expression and beauty across all genders.

OFF-WHITE

BRUTALISM IN BEAUTY PACKAGING

At first glance, when hype brands venture into beauty, it might seem like a simple brand extension play. But dive into Off-White’s nail polish packaging, and you'll see it's a deep expression of the brand's core identity—you'll find yourself instantly drawn to it! The careful attention to detail shines through, especially with the brutal screw lid with its metallic ring, which embodies a robust, industrial charm. This design language extends to their fragrance packaging (right), where the lid also conveys the signature screw motif, echoing the same rugged aesthetic but with its own distinct flair.

Moreover, the packaging’s design is a nod to Virgil Abloh’s fondness for camo print, featuring a camouflaged face subtly integrated into the paper packaging. This detail not only maintains the brand's cutting-edge aesthetic but also pays tribute to Abloh's broader artistic vision.

CHILL HOUSE

STRONG ALIGNMENT WITH CORE BRAND IDEA

ChillHouse embodies its name in every aspect, from product selection to messaging. Centered around the concept of "Chill," the brand integrates this relaxed vibe into their marketing, product innovations, and newsletters. Their packaging may not stand out as particularly unique, but their popular "Tips" product line shows a deep understanding of their brand strategy. By choosing products that align with the concept of easy and relaxed self-care—like stick-on nails that promise a no-fuss, chill experience—ChillHouse demonstrates a clear commitment to making everything about relaxation, even down to the details of application.

HERMÈS

MODERNIST PLAY WITH CAPS

Have you seen the Hermès lipstick? If not, let me tell you about its unique design code. Hermès nail polishes use a two-part cap with different colors, creating a modernist and artistic look like Piet Mondrian created this packaging. This is the kind of design DNA that's not just beautiful—it’s built to last and to be monetized for years. It’s precisely what any savvy businessman dreams of: creating a product that's as profitable as stylish.

COLOR DEPT.

PRODUCT IMAGE IN VISUAL IDEA

Color Dept’s cap and logotype are firmly connected to one simple idea—polish drops. Many brands play around with cap designs, and it's a budget-friendly trick that seriously ups the visual game. These special caps set the tone; they bring a vibe of droplets and a handmade feel that boosts your confidence to try things out at home. It’s all about making you feel like, "Yeah, I can totally do this at home!”

PAINT BOX

RIDE THE TREND BEFORE IT PEAKS

Paintbox began as a creative nail studio in 2014, but it really started booming post-Covid-19 when DIY manicures took off. The shift to at-home nail care helped boost the industry, with Paintbox riding the wave as part of the booming $10 billion at-home nail care market. This trend, driven by more consumers opting to do their manicures at home, has been widely adopted.

Their naming and positioning are straightforward and spot-on—everything you need to perfect your nails at home. Their packaging reflects this with a square, minimalistic design that plays into their square identity theme, emphasizing simplicity and functionality.

GOLF le FLEUR

BE PUNK RUIN THE CATEGORY RULES, EVEN IF YOU ARE RAPPER

GOLF le FLEUR, the fashion and lifestyle brand forged by American rapper Tyler, the Creator, in collaboration with Lacoste, embodies a chic and boldly experimental style that’s quintessentially Tyler. Nail care line packaging is a standout—distinctively "ugly" and exactly the type of design clients might initially reject. Yet, in the fashion and beauty worlds, making noise and embracing the odd can often work to a brand's advantage. This is particularly true in this case, where the usual beauty trends take a backseat to the musician's unique vision, bringing an extraordinary flair to their nail care line.

CRYSTAL

EXPERIMENT WITH NARRATIVE AND FORM

This is our creation in the nail care industry that we have done for the last six months. Meet Crystal, our next-generation nail care brand concept that merges a futuristic and science-backed approach. Imagine, in the augmented reality of the future, traditional physical colors and designs on nails may become outdated, as any style can be selected in the digital world. This shift emphasises the importance of nail health over aesthetics. That’s why we created a set for healthier nails.

From the sketches of the packaging shape to the final steps of branding, modeling, and rendering visuals, we've executed a thorough branding journey. We used the Midjourney tool to create more campaign pictures and ran some experiments.

And for those who've read this far, here's a bonus: a table with contacts for packaging and formula producers in the beauty industry, all from our visit to Cosmoprof 2024. Here’s the link—enjoy!

Cheers, Orchidea team 🤍