KIND & colourful

Discover the story behind Danish brand, NailKind, as REBECCA HITCHON talks to its founders about its caring ethos & plentiful polish products

Lise Goth Fischer & Pernille Damkjær Hertz

It simply takes the NailKind name and tagline, ‘Be daring, be you, be kind’, to gain an insight into this Danish nail export. “It’s a kind brand in every aspect: from product formulas that are packed with ingredients harnessed from nature, to the production process, which is environmentally conscious,” say NailKind founders, Lise Goth Fischer and Pernille Damkjær Hertz. “We introduce trend-led shades every eight weeks, which allows our customers to be playful with nail colour, supporting the ‘be daring’ part of the brand’s tagline. Just because something is kind, it doesn’t mean it can’t be daring and fun, and we want our customers to feel comfortable to be themselves, whether they prefer trending or classic nail shades.”

Friends, Lise and Pernille, collaborated in 2019 with a goal: to create an affordable, high-quality nail polish range that is kind to natural nails and the planet. “For a long time, we had been searching for a cheaper alternative to high-end, mineral and plant-based nail brands,” the pair reveals. “We wanted an affordable, sustainable choice for nail routines, without compromising on quality or functionality.” The duo boasts a vast amount of beauty experience, which has undeniably helped NailKind to grow quickly and successfully: now sold in more than 12 countries. “I began working in the beauty industry at the age of 18 as part of L’Oréal’s Prestige division,” shares Pernille. “I have since worked with a variety of companies within FMCG (fast-moving consumer goods), mainly in the beauty and food sectors. I was also a manager for Schwarzkopf in Norway and Denmark for seven years.”

“I have 20 years of qualifications across the beauty industry, covering concept development to design, production and marketing,” adds Lise. “Customers have included leading fashion houses in Europe and Asia, and I have 12 years’ experience working with private label cosmetics companies. Prior to this, I spent more than 10 years in marketing, PR and brand development roles at Estée Lauder and L’Oréal.”

NailKind 5 in 1: 360 Therapy £POA/RRP £10.95 inc VAT

Product pick

“An essential for me this season is the NailKind 5 in 1: 360 Therapy treatment, as it provides multiple benefits. It strengthens and repairs nails, while protecting nail colour from fading in the summer sun,” shares Pernille Damkjær Hertz.

Lise Goth Fischer showcasing the NailKind polish formula by painting the nails of guests at an event in Denmark.

Pernille and Lise hail from Denmark and have infused qualities from their homeland into NailKind. “Denmark is known for its clean philosophy, from formulation to design, and we have incorporated this within the brand,” they comment. “We also bring a Danish vibe via Scandi-style bottles, and are inspired by aspects including Denmark’s buildings, interior design, countryside, nightlife and food for nail colours. We love to draw from our childhoods, for example things we loved and the playfulness in the way we saw the world. As Danes, we also enjoy travelling, which influences product names.”

The NailKind team has a collaborative approach when it comes to naming products. “We wear the colours on our nails, then come together to discuss ideas,” Pernille and Lise explain. “Sometimes we pitch colours to our communities, from our children to industry friends, and even involve NailKind customers in the naming process. We’d love to collaborate with the Scratch community, too.”

NailKind’s nailcare products.

Shade style

“NailKind offers a wide range of long-wearing, fast-drying nail polish colours, from subtle nudes to daring hues and metallic shades,” the duo continues. “We also offer nailcare products to meet a variety of needs, including base and top coats, strengtheners, a ridge filler, whitening product and nail oil.” Products are vegan and cruelty-free, and contain up to 85% bio-sourced ingredients, such as sugar cane, corn and maize.

NailKind’s caring ethos extends beyond its eco-conscious values and focus on the natural nail, and is showcased by its partnership with UK-based cancer support charity, Look Good Feel Better. The organisation is dedicated to combatting the physical and emotional side effects of cancer treatments, such as changes to hair, skin and nails, via workshops led by trained volunteers from the beauty industry. NailKind donates products for workshops, with its website noting that it has provided over 600 Natural Base Coats, over 400 Nail Polishes and over 800 Natural Nail Oils.

Looking back on NailKind’s five years in business, its founders describe it as a ‘fun journey’. “We are two women with a huge passion for affordable and sustainable beauty, and we work with small freelance teams around the world to grow the NailKind brand,” Pernille and Lise share. For Pernille, a highlight has been NailKind winning the Consumer Choice Award in the Danish Beauty Awards 2020, beating 15 well-known brands as a newcomer. For Lise, entering the UK market was a particularly monumental moment. “UK consumers have really embraced the brand, and it is great to feel the love outside of our home market,” she reveals.

“UK consumers have really embraced the brand, and it is great to feel the love outside of our home market.”

This summer, NailKind is expanding further by entering the US market, as Pernille and Lise explain: “We hope to reach even more consumers and win more industry awards, as well as keep surprising and delighting our customers with innovative nail polish colours and nailcare products.”

NailKind products are available via www.nailkind.com

/nailkindofficial

@nailkindofficial

NailKind Nail Polishes in Lime Time & Ink Me £POA/ RRP £8.95 inc VAT each

Product pick

“I am obsessed with the NailKind Plumping Top Coat, as I love its shiny, gel-like and long-lasting finish,” says Lise Goth Fischer. “All nail shades can jazz up an outfit, but I particularly like statement hues, such as Lime Time and Ink Me: vibrant, show-stopping, uber-cool colours.”