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CELEBRATING 45 years of CND

As CND™ proudly celebrates 45 years of industry innovation, ALEX FOX reflects on how the brand has shaped the nail fashion & styling landscape

Since its inception, CND™ has been dedicated to pushing boundaries and redefining industry standards. With a relentless passion for creativity and excellence, the team at CND™ supports the transformation of nails into captivating works of art, combining this mission with care. As it embarks on the next chapter of its journey, crafting new paths and inspiring endless possibilities in the world of nailcare and fashion, Scratch takes a look at the pathway it has forged so far...

Elevating nail artistry to new heights

For CND™, nails are more than just a fashion accessory: they are a canvas for artistic expression. With a foundation built on creativity, craftsmanship and precision, the brand empowers individuals to showcase their unique style through its nail products.

As a champion of disruptors in the industry, CND™ has positioned itself as a key partner for nail professionals by celebrating every style of nail – from minimalist elegance to intricate masterpieces. Synonymous with artistry, individuality and excellence, the brand has been advancing the nail industry for 45 years; prioritising the health and wellbeing of the nail unit. This has been achieved through continuously evolving education, steadfast values and staying ahead of, if not pioneering, industry trends.

A US spokesperson for the brand cites: “CND™ has fostered a strong culture of honesty, integrity, trust, respect, communication and accountability. This solid foundation has helped the company to excel, both within the category and its corporate family of brands. CND™ has earned respect as a star performer in the portfolio of Revlon, and then of the Barcelona-based Colomer Group.”

Driven by a relentless pursuit of innovation and the aesthetics of nail design, CND™, by its own admission, is a brand of firsts, as its spokesperson notes: “The brand consistently delivers high-performing products that evoke inspiration and unparalleled experiences, backed by science. CND™ products offer endless possibilities for nail professionals, with a 45-year history that shows the breadth of knowledge and understanding of both professional and consumer needs.”

In the beginning…

CND™ traces its origins back to an unexpected discovery in a dentist’s office. Dr. Stuart Nordstrom, father of CND™ style director, Jan Arnold, was a practicing dentist, and stumbled on the idea for a revolutionary nail enhancement product when a patient noticed similarities between the material used for temporary caps and that used for sculpting porcelain nails. This chance observation led to the creation of SolarNail™ Liquid, the first-ever monomer formulation in the industry, offering strength and flexibility along with natural, non-yellowing colour. SolarNail™ marked a turning point, both for the industry and the Nordstrom family.

Jim Nordstrom & Jan Arnold

FACT FILE The best-selling CND™ product of all time is SolarOil™.

SolarNail™ was the catalyst for the family to venture into new realms of creativity and engagement. Grounded in diligence and intelligent chemistry, the fledgling company embarked on a journey of innovation, achieving one milestone after another.

CND™ experienced exponential growth throughout the 1980s and found itself closely connected to industry professionals. Marrying science with technology, and driven by the needs of the consumer as well as the nail professional, the brand crafted a nailcare system to address all issues, while packaging it up in captivating imagery and vital education. Customer support, health & safety and industry standards were given the focus necessary – and this global nail brand was fashioned to help elevate, shape and form the nail industry.

THE LEGACY

A big idea and a gift to his children, Dr. Nordstrom was the first to bring a non-yellowing, organic polymer resin for nail enhancements to the nail industry. This innovation created beautiful, natural-looking nails and supported pros with protocols and education for success. The brand’s first corporate name was Classique Nail Design, but soon changed to Creative Nail Design. Dr. Nordstrom died two years later, empowering his children to build and grow the business from his vision. Jan Arnold hand-drew the original logo

Reflecting on the early years of the company, Jan highlights: “Dad’s visionary leadership laid the foundation of innovation at CND™, valuing nail professionals and their insights. He emphasised the importance of listening and learning, embodied by early influencer, Lori Dougherty, a no-nonsense nail pro. Mum provided unwavering support, working as the receptionist and nurturing a family atmosphere at CND™.

“Partnering with my brother, Jim, we built the business together. Jim’s expertise in science and numbers complemented my creative focus on the education. Through teamwork and compromise, we navigated challenges, creating a strong company culture.

“Our brother, Tommy, excelled in operations, ensuring smooth production and distribution. Sister, Ann, contributed educational insights, even obtaining her nail licence, while youngest sister, Carol, played a supportive role as she pursued her own path. Sharing this legacy with my siblings in our parents’ honour is a blessing – a testament to our united commitment to CND™’s success.”

FACT FILE The best-selling CND™ nail shade is Negligee.

MISSION The CND™ mission is to accelerate the nail industry, while maintaining a focus on the professional nail artist and clients it so carefully services. Devoting significant time and resources to product research and development, education and customer support, it is an advocate for the role of nailcare.

CND™ & CHARITY

“Jim and I have always been dedicated to the beauty industry, and have served on the boards of the Beauty & Barber Supply Institute (BBSI), AMA and NMC. I am a founding member of Beauty Changes Lives,” says Jan Arnold. “Jim and I were named the honorees of the City of Hope in 1997, raising $650k for breast cancer research and treatment. We threw a memorable party, featuring Pat Benatar as entertainment. Sales of Hope enamel raised $150k.”

SWEET SPOT FOR CND™

Sweet Squared (S2) is the distributor for CND™ in the UK and Ireland. It is run by dynamic duo, Samuel and Samantha Sweet, with the added invaluable expertise of partner, Jim Nordstrom, pioneering son of the founder of CND™.

Samuel joined the nail scene in his early 20s as a nail artist then educator, who was sent to the UK to deliver a CND™ Boot Camp. It was here that he met Samantha, who was at the start of her nail journey. Marriage followed, as did increased passion for excellence and building a strong support network for customers. They run their award-winning company from Sweet Squared HQ in Leeds. “From our team of talented S2 education ambassadors to our award-winning customer experience team, we’re here to support the customer every step of the way,” they enthuse.

Jan Arnold on… NAIL ART

“As product innovation continues to evolve, wearing artistic embellishments on nails has never been more accepted and feasible. Securing gems, jewels, glitz and shine is easy with light-curable products. With fashion partnerships and the consumer’s openness to expressing themselves through nail styling, all 10 digits matter in completing a look, sometimes starring as the key attraction in an outfit.”

EDUCATION ETHOS

In the early years, the CND™ Boot Camp was famed for its education based on science, presentation skill training and excellence in nailcare and sculpting.

The brand launched The Nail Advantage, a comprehensive business programme that taught full service distributors how to build a nail business. Many saw their revenue increase from 2% of their total to over 15% in five years.

Through its Creative Academy courses, workshops and master technician programmes, CND™ empowers the pro to tailor each service to the client’s individual needs, assuring success based on knowledge. Its global education ambassadors take students from grassroots to grand master. The education programme delivered by CND™ is refined and retuned to reflect new discoveries and innovation, alongside industry trends and techniques.

PARTY POWER

CND™ hosted infamous parties in Las Vegas, tied to the BBSI, for its 100+ global distributors. These events built camaraderie, expressed creativity and endeared an industry that loved to work hard and play hard.

AWARDS & ACCOLADES

2019 – Get the Gloss Nail Enhancer Award: CND SolarOil™ Care Pen.

2019 – Red Beauty Awards Best Nail Care: CND™ Care Pens Duo.

2019 – Women’s Health Awards Best Nail Polish: CND Vinylux™ in Tropix.

2019 – The Beauty Shortlist Wellbeing Editor’s Choice: CND SolarOil™.

2021 – Woman & Home Beauty Awards Best For Nails: CND Vinylux™ 2in1 in Negligee.

2023 – Glamour Beauty Awards Power List Best in Nails: CND SolarOil™.

2023 – Scratch Stars Award for Services to the Nail Industry, presented to Samuel and Samantha Sweet.

KELLY MARSHALL

Instagram: @morada_nails

“A few years ago, I had an allergic reaction to the nail brand I was using, so turned to CND™. My clients were used to wearing a layer of builder gel underneath their gel polish, so when CND™ launched Plexigel™, it was a game changer, and Plexigel™ Builder is brilliant for crafting extensions. I decided to rebrand my nail offerings to CND™ and I’m so glad I did. I love the brand and so do my clients, and the longevity of wear is amazing. My clients get at least three weeks from their service without any chips or breaks.”

ISLA DONALD

Facebook: /peachmoonnails

“I love working with CND Shellac™ and my clients adore it. It offers great performance and no damage to the natural nail. CND™ is a trusted brand and Shellac™ has a huge colour range to choose from. My favourite shade is Ruby Ritz.”