5 mins
CONSCIOUSLY KIND, Unapologetically Chic
NailKind reveals the ethos behind its manufacture & branding to showcase that plant-based polishes have a place on every salon shelf
Pernille Damkjær Hertz
As vegan lifestyles become increasingly prominent, many beauty brands are channelling veganism into their products, while demonstrating respect for the planet and all that reside on it. When translating these ideologies into concepts for the nail industry, the result is eco-friendly, sustainable nail polish. Enter NailKind, a Danish nail brand with roots tied in French manufacturing.
“At its heart, NailKind is where self-expression meets responsibility,” shares founder, Pernille Damkjær Hertz.
“Born in Copenhagen and rooted in the Scandinavian ethos of simplicity, integrity and innovation, the brand was founded on one clear belief: you shouldn’t have to choose between bold colour, high performance and a clean conscience. The soul of NailKind is captured in the company’s mantra:
Be Daring. Be You. Be Kind.”
Not just an appealing tagline, Pernille affirms that this mantra is a way of being. “We believe beauty should be joyful and inclusive, and products should be kind to nails, the planet and the people using them,” she continues. “From our vegan, plant-based formulas to our minimalist, conscious packaging, every choice we make is designed to empower without compromise.
NailKind is more than nail polish. It’s a movement towards modern beauty, where colour becomes a form of self-care and kindness is the most powerful statement of all.”
Styling with starch
Looking more closely into the spectrum of ‘kind beauty’, the landscape appears confusing at first glance. Yet once fully dissected, the concept becomes clearer. Pernille explains: “‘Kind beauty’ means creating products that honour wellbeing, respect the planet and celebrate individuality. Every choice we make is guided by three core questions: Is it safe? Is it sustainable? Is it beautifully designed?
“We’re here to lead a movement where kindness is power: to nails, the planet and the people using our products.”
“We formulate without compromise, and our polishes are up to 85% plant-based, using naturally derived solvents from cassava, sugarcane, potato, corn, wheat and manioc. The NailKind research & development team is particularly proud of how the formula achieves a glossy, long-lasting finish, all while being 100% vegan and cruelty-free. Another standout innovation lies in the solvent system, which avoids traditional chemicals yet ensures a fast drying time and smooth application: a rare achievement for natural-origin nail polish. These advancements prove that sustainability and high-performance beauty can go hand in hand, without compromise.”
Pernille continues: “Kind beauty also means choosing transparency over greenwashing and longevity over landfill. From our vegan, cruelty-free formulas to low-odour wear, we design every detail to be as gentle on the nails as it is to the planet. We never stop asking, ‘Is it beautiful?’ We always ask, ‘Is it kind, in every way that matters?’.”
With Scandinavian values woven inextricably into NailKind’s DNA, Pernille emphasises that the Nordic mindset celebrates simplicity, sustainability and purpose, and that philosophy guides everything created for NailKind. “We design with intention, not excess,” she shares. “Our packaging is minimalist, our formulas are clean and our colour palettes are curated with the quiet confidence of Scandinavian aesthetics. Think harmonious, nature-inspired tones grounded in seasonal shifts and the subtle beauty of Nordic light. We believe that what you leave out matters just as much as what you put in.”
NailKind polishes are made in France, a region renowned for its cosmetic excellence. The formula delivers gel-like shine, a smooth glide-on application and up to seven-days’ wear. Each product features a custom-designed, wide-fan brush for precision.
A magic recipe & manufacturing milestone
While ingredients like cassava, sugarcane, corn, wheat and potato are celebrated for their sustainability, their real magic lies in what they do for the nail. Pernille explains: “These plant-based solvents replace traditional petrochemical-based ones, offering the same performance yet with a gentler formula. They allow the polish to flex with the natural nail, helping to prevent brittleness, peeling and cracking.
“We combine conscious chemistry, French-formulated artistry and Nordic minimalism to deliver clean polish with zero compromise.”
“The plant-based system helps maintain nail moisture and strength, making it especially suitable for regular wear, sensitive nails and those who switch shades often. This is clean science meeting cosmetic innovation, and the result is a polish that looks and behaves like gel, yet wears like a second skin.”
A key milestone that makes the team understandably proud is the EcoVadis Platinum Medal awarded to NailKind’s manufacturer. “This distinction places our manufacturer in the top 1% of all companies assessed globally by EcoVadis, and reflects our outstanding performance across four critical areas: environment, labour and human rights, ethics and sustainable procurement,” smiles Pernille. “It’s a strong indicator of credibility for customers, partners and stakeholders focused on ESG (Environmental, Social & Governance) responsibility, and reaffirms our long-term commitment to sustainable and ethical manufacturing practices.”
People power
Keen to deliver to consumers that want to style with a conscience, Pernille highlights: “Today’s beauty consumer is more informed, more intentional and more demanding, and rightly so. People want clean, conscious and high-performing products that fit into their busy, low-tox lifestyles. They expect brands to be transparent about ingredients, ethics and sustainability, and they want it all to look beautiful, too.
“NailKind was built for this moment. We’re continuing to elevate clean formulas without compromise, while investing in more plant-based innovation, traceable sourcing and eco-conscious packaging,” Pernille adds. “We’re also refining our shade range and care line to match diverse tones, textures and needs, because kind beauty should also be inclusive.
“If we could spark one shift, it would be to make ‘clean, plant-based, cruelty-free nailcare’ the new industry standard, not the exception. We’re here to lead a movement where kindness is power: to nails, the planet and the people using our products.”
@nailkindofficial
@nailkindofficial
TECH TALK
Metta Francis, owner of multi award-winning nail business, Nails By Mets &
Scratch Stars Ultimate Mobile Nailist
@nailsbymets
“I was initially attracted to NailKind due to its plant-based formulas and commitment to more natural formulations – derived from potato, corn and wheat. Clients are much more informed and proactive in making choices that align with their health and ethical values. It’s no longer a niche preference, but a mainstream expectation – just look at the popularity of the ‘clean girl aesthetic’ trend and the ingredient-led skincare and make-up trends. For me, NailKind ticks all the right boxes.
“In a saturated market, offering a brand that aligns with these values differentiates my services and appeals to a growing demographic of conscious consumers. It allows me to position my business as forward-thinking and responsible, which resonates strongly with my target audience.
“The quality of NailKind products, in terms of pigmentation, application, durability and shine, is exceptional. The brush is curved, which means you can paint close to the cuticle area with ease, and the polishes are highly pigmented and glide on beautifully. They also dry very quickly, which is extremely helpful when working at busy events. The Plumping Top Coat delivers a beautifully smooth and glossy manicure that resembles a gel manicure. The products are great for retailing, too.”
TECH TALK
Metta Francis, owner of multi award-winning nail business, Nails By Mets &Scratch Stars Ultimate Mobile Nailist
@nailsbymets
“I was initially attracted to NailKind due to its plant-based formulas and commitment to more natural formulations – derived from potato, corn and wheat. Clients are much more informed and proactive in making choices that align with their health and ethical values. It’s no longer a niche preference, but a mainstream expectation – just look at the popularity of the ‘clean girl aesthetic’ trend and the ingredient-led skincare and make-up trends. For me, NailKind ticks all the right boxes.
“In a saturated market, offering a brand that aligns with these values differentiates my services and appeals to a growing demographic of conscious consumers. It allows me to position my business as forward-thinking and responsible, which resonates strongly with my target audience.
“The quality of NailKind products, in terms of pigmentation, application, durability and shine, is exceptional. The brush is curved, which means you can paint close to the cuticle area with ease, and the polishes are highly pigmented and glide on beautifully. They also dry very quickly, which is extremely helpful when working at busy events. The Plumping Top Coat delivers a beautifully smooth and glossy manicure that resembles a gel manicure. The products are great for retailing, too.”