The making of Now & Zen

REBECCA HITCHON gets an inside look at the creative process behind Gelish & Morgan Taylor’s spring colour collection, which features on this month’s front cover

Have you ever wondered how a nail collection comes together? When a season arrives and new nail colour offerings appear on your social media feeds, a collection’s story has already accumulated many chapters. Take Gelish’s spring 2025 collection, Now & Zen, which is colour matched in Morgan Taylor Nail Lacquer and features on this month’s Scratch cover. The brand’s team began curating the shades in January 2024, just over a year in advance of their launch.

“To produce a collection, we first focus on creating the shades with the colour team, then move onto theme ideation with the art department. The marketing team determines the names of the shades and collection,” share Morgan Haile, Morgan Taylor brand manager, and Taylor Daniel, brand conceptual manager at Nail Alliance: Gelish and Morgan Taylor’s umbrella company. The pair started working at the company shortly after the launch of Gelish Soak-off Gel Polish in 2009. Morgan is the daughter of Danny Haile, Nail Alliance CEO & founder, and Taylor is the daughter of the company’s president, David Daniel. The Morgan Taylor nail lacquer line is lovingly named after them.

Morgan Haile & Taylor Daniel

“Morgan and I help to develop a Gelish/Morgan Taylor colour collection from the beginning of the process,” Taylor reveals. “We put together the colour palette, which is presented to Danny Haile for approval. This process can take a few months to complete, as there will often be three to four rounds of presenting and alterations before we receive final approval.”

Morgan adds: “We work with the art and marketing teams, which we are part of, to plan the photoshoot for each collection, create its concept and name the colours. The naming process is a lot of fun, and provides an opportunity to flex our creative muscles and think outside the box.”

Photoshoots typically take place six months before a colour collection lands with distributors, allowing for time to refine images and design packaging. “Many steps go into organising a photoshoot, such as choosing the model, planning the wardrobe, make-up and nails, and dressing the set,” say Morgan and Taylor. “It is a collaborative effort and the art team expertly brings the vision to life.”

Gelish educators are shown a collection shortly after photoshoots take place. “At that point, we begin to put together selling materials, and colour samples come a little later down the line,” the pair explains. Once launched, a collection is distributed to Gelish and Morgan Taylor’s partners in around 80 countries.

“Looking at the final Now & Zen nail colours and imagery, the collection truly surpassed what we imagined – and we had high expectations of how it would turn out,” smile Morgan and Taylor. “From the stunning colours to the impeccable photography and artwork, we are so proud of this collection.”

Now & Zen inspirations

“Now & Zen had various inspirations,” reveal Morgan and Taylor.

“Colour-wise, one of the earliest influences was the holographic reflectiveness of fish scales: how they present a blend of different hues, depending on the angle. This evolved into a colourful pastel palette, with tones pulled straight from nature’s stunning everyday landscapes. Once we had finalised the six shades, we were inspired by their soothing and calming tones, and the collection name, Now & Zen, was conceived.”

NOW & ZEN: THE SHADES

I’M ALL CHEERS – celosia orange crème

CAN’T BURST MY BUBBLE – periwinkle crème

PERK UP BUTTERCUP – lemon lime crème

HUGS AND BLISSES – bubblegum pink pearl

SIPPING ON SERENITY – mauve chameleon

STAR WALKING – starfall iridescent

The shades are available in Gelish Soak-Off Gel Polish (£16.99 + VAT), Morgan Taylor Nail Lacquer (£5.50 + VAT) and Gelish Xpress Dip (£19.95 + VAT).

“Now & Zen truly surpassed what we imagined. From the stunning colours to the impeccable photography and artwork, we are so proud of this collection.”

Morgan & Taylor’s nail picks

“I like to wear my nails short, with Gelish Soak-Off Gel Polish and/or Structure Gel applied to retain strength,” shares Morgan. “I enjoy trying new nail art techniques and products we formulate.”

“I love wearing extensions and am a big fan of Gelish Soft Gel Tips,” reveals Taylor. “I can be found sporting medium length and above. No matter the season, I tend to choose red, black or other vampy shades, and occasionally opt for nail art using Gelish’s Chrome Stix.”