BRANDSPOTLIGHT

A SHAW THING

Scratch spotlights Roxi, the UK-manufactured nail brand blending heritage & high performance

Nail brand, Roxi, has carved out a strong identity in the nail sector since its launch last year. Behind it lies a team with a wealth of industry experience and desire to empower creativity through trend-led shades and high-performance formulas.

Jason & Jackson Shaw

Roxi draws inspiration from its sister brand, NSI UK, which is directed by Jason Shaw. For 32 years, the Manchester-based businessman has been ensuring that nail pros receive high-quality products and training to support their career growth. It was when Jason’s son, Jackson, joined the company that the idea for Roxi was formed: a brand that offers on-trend products that uphold NSI’s standards of quality, innovation and safety, ‘presented through a modern lens’.

“Roxi’s focus is on standout shades, high-quality formulas and powerful results, supported by decades of expertise,” comments Roxi founder, Jackson. “We believe in collaboration and innovation, and crafting solutions that turn imagination into reality.”

A lasting impression

Roxi’s attention to detail begins with its packaging. “The first impression of any product is its appearance, and we wanted Roxi to stand out,” notes Jackson. “The bottles are sleek and square, so they line up neatly on shelves and create a visually striking display. The colour: a calming shade of blue, was chosen to represent trust, reliability and freshness, which are core parts of our brand ethos.”

Every Roxi bottle and cap is coated in over five layers of premium, soft-touch paint, which provides complete light protection for product preservation. The brushes have been selected to work seamlessly with each formula. “After extensive in-house testing and drawing on expertise earned from NSI UK and its brand advocates, we’ve crafted the perfect blend of performance and aesthetics,” Jackson explains.

Engineered for excellence

Roxi products are proudly manufactured in the UK and free from TPO and Hema, ensuring the brand echoes the standards of its sister company.

“From the beginning, it has been essential that every product meets the highest standards of performance and safety,” Jackson says. “The NSI brand is synonymous with safe, professional practices, and we want Roxi to uphold that same reputation. We knew that sourcing the products from within the UK would ensure that strict protocols are enforced for tech and client safety.”

By taking full control of manufacturing, Roxi is able to guarantee quality, while having the freedom to modernise. The brand’s goal is to ‘build a collaborative community where nail technicians help shape the products they love’.

Nails by Hayley, showcasing Roxi Builder Gel in Pixie, finished with Roxi Glitter Top Coat.

A bold overlay by Hayley Shepley featuring Roxi Gel Polish in Atlantis.

Roxi’s portfolio features more than 25 gel polish shades, alongside Builder Gels, prep essentials, finishing products and tools. Gel Polishes are available in 8ml and 15ml bottles and span an extensive selection of colours, while the Builder Gels deliver ‘reliable strength, smooth application and long-lasting wear with no chipping, fading, smudging or cracking’. For optimal results, Roxi suggests using its prep and finishing items, which include two Primers, a Dehydrator, two Top Coats and a Blooming Gel to enhance creative designs.

Hayley Shepley

Roxi also offers two LED lamps – one wired and one wireless, designed for mobile and salon-based nail pros. These feature a 99-second low heat mode, plus 60-second and 30-second timers. Roxi has paid close attention to health & safety by implementing an auto shut-down after 30 minutes of inactivity.

Nail artist & advocate for Roxi and NSI UK, Hayley Shepley, comments: “Roxi is home-grown, transparent and trustworthy. The products were developed based on feedback from nail techs, which makes the brand feel authentic and approachable.”

Tech-approved tools

Roxi’s commitment to creativity is exemplified with its nail art brush range. “By collaborating closely with our community, we’ve crafted brushes that empower nail technicians to explore limitless creativity without compromising performance,” Jackson shares.

Hayley Shepley played a crucial role in shaping the brand’s product lines. Most notably, she provided her expertise to enhance the nail art brush range. “Hayley rigorously tested every brush, from concept to completion,” Jackson acknowledges. “Her insights and feedback guided us in creating a collection that combines sleek design with exceptional performance, helping nail artists to achieve flawless results.”

Hayley comments: “I loved testing the brushes and seeing how small tweaks could make a big difference. Being part of the process and giving feedback was so rewarding.”

Popular product picks

“Since launching, Roxi products have received an incredible response, with glowing feedback from our community,” Jackson shares. Customer favourites include the Builder Gels – particularly soft blush shade, Pixie.

Hayley Shepley reveals that the Builder Gels are her favourite Roxi products, commenting: “The colour selection is vast and the consistency is amazing to work with, saving time on application without affecting longevity.”

“The Gel Polishes have also been a huge success. During summer, Atlantis – a vibrant, rich blue, was a top pick that perfectly complemented the Mykonos-inspired nail aesthetic,” Jackson reveals. “Throughout winter, bold reds and warm tones have taken centre stage.”

When asked about future launches, Jackson divulges that the brand is working on an exciting Gel Polish collection for spring. “Expect a dreamy range of pastel shades designed to capture the hearts of nail techs and their clients,” he says. “Stay tuned; these colours will be worth the wait!”

Powered by community

Roxi’s success is rooted in its community-driven approach, and the brand is keen to showcase ‘the incredible talent within the Roxi community’. Jackson reveals that a dedicated page on the brand’s website is being created to highlight nail artists’ work. “The space will provide direct links to pros’ social media profiles to aid exposure, and feature a curated lookbook to inspire creativity. This will serve as a resource for artists seeking fresh ideas and design trends, helping them elevate their craft,” he shares.

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Roxi aims to build a collaborative environment where users can connect, share and grow together. “By celebrating individual creativity and fostering interaction, we aim to create a thriving community that supports skill development and artistic innovation,” Jackson affirms.

Roxi products are available via www.roxinails.co.uk / www.nsinails.co.uk

@roxinailsltd

@roxinailsltd