BRAND WATCH

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COPIED

6 mins

NAIL SCENE

BRAND WATCH

JESS WATTS gets to know the names behind companies & brands attracting attention across the nail scene

BUFFBLOOM

In 1973, Jack Woodiwiss left his marketing career at a grinding wheels manufacturer in Staffordshire to begin his own business: developing foam-coated abrasives. These included a sanding block, which gained traction amongst large US organisations and became a staple in the home improvement and auto repair sectors. Jack’s company, Abrapower Inc., caught the attention of Californian, George Dixon, whose wife, a nail salon owner, was using a cut up sanding block on her clients’ nails. He reached out to Jack to see if he could create a softer, more aesthetically pleasing solution. This led to the launch of the 3-way buffer.

The foam for the buffer was switched from an open cell foam (polyurethane) to a closed cell EVA foam (ethyl vinyl acetate) that is softer, and does not allow for bacteria to move through the cell structure, making it ideal for nailcare. The EVA manufacturer was headquartered in Croydon, UK, and the foam was sent to Jack in Staffordshire. The finished buffers were then shipped to George in the US, who distributed them under the Dixon brand.

Adam & Natasha

EVA and Abrapower Inc. built plants in Kentucky, USA, to reduce transportation costs for the bulky foam. However, more recently, Abrapower Inc. identified that to provide buffers at competitive prices, it needed to offer a slightly smaller product with less supply chain add-on. This led to the launch of the BuffBloom brand, directed by Jack’s grandchildren: siblings, Natasha Bowsher and Adam Tropiejko, who offer the buffers at a cost of 30% less than the previous product.

“Adam is the technical and engineering wizard, while I focus on marketing, customer service, HR and finance,” Natasha shares. “We wanted to create a brand that speaks to a new generation of nail techs: a group that is environmentally conscious and hates seeing a buffer used once and thrown away. BuffBloom is inspired by nature, and we worked with designer, Nina Susan, to create a brand image that feels fresh and contemporary.”

BuffBloom offers 3-way buffers that are washable, recyclable and available in a variety of colours. The best-selling buffer is the Orange & White 80/80-grit: a coarse buffer used to shape and remove bulk from acrylic and gel enhancements. The coarse-medium 80/100-grit buffer offers balanced control for shaping and refining, while 100/180-grit is ideal for natural nails.

“Users of BuffBloom products have commented that the buffers’ soft yet firm foam works fast and smooths imperfections, as an essential part of the nail prep process,” Natasha continues. “We know that buffers have always been important for nail prep, but never been in the spotlight. Our goal with BuffBloom is to change that: to create excitement about a high-quality product that can improve nailcare results. We’re one of the legacy products in this industry, and we want to continue this.”

Looking to the future, BuffBloom is preparing to introduce pumices, toe separators and disposable buffers, including a 2-way buffer. “The nail sector is the nicest industry we’ve worked in, and we’re so excited for the future of BuffBloom,” Natasha smiles.

BuffBloom 3-way buffers are available in a variety of colours and grits, in packs of 6, 12 or 500, via www.buffbloom.com

@buffbloomnailbuffers

Shaun & Lorna

GLITTER PLANET

Husband and wife, Shaun and Lorna Andrews, are the creative minds behind Glitter Planet. Lorna journeyed into the nail industry in 2010, working as a mobile nail technician until she found a space in a salon from which to work. Once the couple moved into a home that could accommodate Lorna’s nail business, she worked from their converted basement.

Nails created by Lorna (@ninjanailfairy) using Glitter Planet products.

It was around this time that Lorna started her YouTube channel, @ninjanailfairy. “I built a loyal community very quickly,” she shares. “I made a few custom glitter mixes on my YouTube channel between 2010 and 2016, and my followers loved them – so much so that Shaun and I launched Glitter Planet in 2017, selling customised glitter mixes and nail art products.”

The duo went on to offer the Nail Mate™️ acrylic system and Nail Mate™️ Build+ Gels, a range of gel polishes, and GELLY FLEX Soft Gel Tips. The products are available online, alongside accessories and essentials, the Nail MateTM PRO+ Brushless Rechargeable E-File Nail Drill and LED lamps. The website’s blog features advice and instructions for users to refer to, and Lorna says Glitter Planet is exploring the possibility of opening a mini physical store, as well as expanding its reach via other stockists.

Glitter Planet is a true passion project: one that Lorna and Shaun ‘absolutely love’ working on. “We get so excited about each launch, and I think our community of #GLITTERTRIBEBABES sees that,” Lorna comments. “Whether they are seasoned professionals or new to nails, our mission is to provide high-quality products that spark creativity at affordable prices. We support the education of pros and their product knowledge, and build confidence. We want to show that nails can be tiny artistic canvases, and help clients grin from ear to ear with joy at their nail looks.”

The couple is grateful for the Glitter Planet community, as Lorna continues: “Our customer base is bursting with personalities that hone various artistic styles. As a small brand, we really love to support our customers and see the work produced using our products. Our aim is to help pros create nails they’re proud of, while feeling supported every step of the way.”

www.glitterplanetuk.com

/Glitterplanetuk

@glitterplanetuk

@GlitterPlanet

ROXI

Jason Shaw has been director at NSI UK for 32 years, ensuring that nail pros receive high-quality products and training to support their career growth. In 2024, Jason’s son, Jackson, decided to leave the Royal Marines to enter into business with his father, creating a partnership that has served to benefit NSI. He brings fresh energy to the company and has been pivotal in the launch of sister company, Roxi.

Jason & Jackson

“While the nail and beauty sector is a big change from my military career, I knew that under Jason’s guidance, I could apply many of my skills to the business,” Jackson shares. “I saw an opportunity to contribute something unique. My goal has been to help grow and evolve what NSI has to offer. With Roxi, I want to continue to provide nail technicians with brilliant products that are manufactured to the highest standards. I am keen to develop both NSI and Roxi and help the brands thrive in a new era.”

The name, Roxi, is short, bold and memorable – just like the brand’s personality. It means ‘dawn’, which symbolises new beginnings, brilliance and clarity. “From formulation to packaging, Roxi is built to elevate the experience of nail technicians and their clients,” Jackson continues.

All products currently sold by Roxi are sourced from within the UK and free from TPO and HEMA. The brand’s portfolio boasts over 25 gel polish shades, builder gel, prep and finishing products and essential tools. The gel polishes are available in 8ml and 15ml bottles in a wide variety of hues, while the builder gels deliver ‘reliable strength, smooth application and long-lasting wear with no chipping, fading, smudging or cracking’. It is recommended to use Roxi prep and finishing products for best results, which include two primers, a dehydrator, two top coats and a blooming gel.

The father-son duo has big visions for the future of Roxi: “We want to build not only our brand and business, but a community for nail techs across the UK,” Jackson states. “Roxi is a brand that signifies quality and trust, while remaining affordable for nail technicians.”