COVER CREDITS
Head of creative: Daisy Grayston Head of creative operations: Sophie Evans
Creative designer: Chelsie Fleming Photographers: Daniele Mucci & Veega Tankun Social content lead: Abbi Wilson Social content executive & nail expert: Daisy Needham Senior nail expert & content creator: Helena Marimon Nail technician: Fay Kruger
I nspired by New York in autumn and feelings of decadence, the Penthouse collection from The GelBottle Inc (TGB) trades traditional seasonal tones for richer, darker and more indulgent hues.
A world of its own
There’s something almost ethereal about New York in autumn. If you’ve ever visited, you’ll know the feeling; if you haven’t, Penthouse will transport you there.
According to The GelBottle Inc’s brand & creative director, Andrew Baker, and head of product & education, Giorgia Cappella, the aesthetic of the Penthouse collection is inspired by ‘New York in autumn, the light going amber by four, the whole city underneath you’.
Andrew Baker
Image courtesy of Linkedin.com
Giorgia Cappella
Rather than simply presenting a new selection of shades, Penthouse is rooted in an entire world. Marble, brass and silk provided textural inspiration, while a considered mix of finishes – from glass to cat eye and opaque – showcase depth, movement and luxury.
A permanent place
Though Penthouse may offer the escapism of a seasonal fantasy, its position in TGB’s product offering is anything but temporary. The collection joins the brand’s permanent portfolio rather than passing through as a seasonal drop – a decision that Andrew Baker and Giorgia Cappella say ‘matters more than it sounds’.
“Seasonal collections have a habit of becoming dead stock, so every shade had to make sense year-round,” they comment. That longevity is also reflected in Penthouse’s construction. “Most collections are 10 variations on a colour idea, whereas Penthouse comprises 10 shades across three finishes that belong to one world. You get a colour story and set of chargeable services in the same order,” Andrew and Giorgia continue.
The Penthouse palette
While traditional autumn collections are rooted in the warm tones of orange, red and brown, Penthouse explores the richer, moodier side of the season. Deep teal, olive, oxblood, espresso and purple sit alongside Champagne and lilac, creating a palette that champions the decadence and often-overlooked colours of the cooler months.
Each shade name adds another layer to the Penthouse lifestyle. “Downtown is the city underneath you; Room Service knows the order before you’ve said it; Late Checkout was three days ago; Valet knows your name, and Do Not Disturb is the best kind of boundary,” detail Andrew and Giorgia.
Hero hues
The GelBottle Inc founder & CEO, Daisy Kalnina, is the driving force behind every collection from the brand. “She brings more than taste,” Andrew and Giorgia acknowledge. “She was a nail tech long before she was a brand founder, and knows exactly which shades clients will reach for.”
Penthouse comprises 10 gel polishes, categorised by three distinctive finishes:
• Magnetic. Five shades capture the collection’s signature effect: Room Service, a shimmering blue-green; Silk Dress, an elegant Champagne; Valet, a mystical purple; Old Money, a dazzling golden brown, and Late Checkout, a mesmerising lilac.
• Opaque. Four full-coverage shades bring the drama: Do Not Disturb, a classic cherry red; Downtown, a deep, sultry teal; Empire, a decadent rich brown, and Minibar, a martini-inspired olive green.
• Glassy. Completing the collection is Penthouse, its namesake shade – a deep, high-shine purple and the sole glass gel polish.
Styling suggestions
The Penthouse shades were not made to be mutually exclusive. “The beauty of Penthouse is that every colour can be styled in multiple ways, giving pros endless opportunities to customise looks for their clients,” note Andrew and Giorgia. “We encourage nail techs to explore layering the magnetic shades over the opaques to create unique depth and dimension. This transforms the colours completely, creating rich, multi-tonal effects that are perfect for autumn and winter.”
They continue: “For a timeless, luxury-inspired style, opt for Empire, Do Not Disturb or Minibar as a full-coverage manicure. For something more trend-led, layer the magnetic shades to maximise movement and dimension. Meanwhile, the glassy Penthouse hue is perfect for high-shine manicures, layered effects and modern autumnal nail art. Chrome details, tortoiseshell print and cat eye French tips all work well with the collection.”
Cover concept
The Penthouse campaign shoot, which features on this month’s Scratch front cover, was imagined as an experience rather than a product photo shoot. “Though colour is in every frame, it’s almost never announced. It simply exists within the scene – which is exactly how the shades are meant to be worn,” Andrew and Giorgia share.
Of the 10 shades in the collection, Andrew and Giorgia list four that they predict will make the biggest impact: “Old Money is the one you’ll reorder, Do Not Disturb is the red of the season, Penthouse is a purple to put in your portfolio, and Room Service has no business working as well as it does.”
The creative direction leaned into interiors and objects before people: panelled walls, a chandelier over an unmade bed, mules kicked off on carpet and warm light replacing the polished perfection of studio flash. The message? Penthouse isn’t simply a palette; it’s a place.
Achievable artistry
The collection and accompanying imagery were created with nail businesses firmly in mind. “When producing the nails for the photo shoot, we had one non-negotiable: the looks had to be achievable during an average salon appointment,” Andrew and Giorgia reveal. “We placed focus on shooting solid colour styles, magnetic finishes and layered combinations, because we knew these would be the first looks nail techs recreate. There’s no point in sharing imagery and nail styles that our pros can’t replicate.”
To this end, each cat eye effect translated on camera was achieved without retouching. “Every movement seen in the shots of Room Service, Old Money, Silk Dress, Late Checkout and Valet is the result of a magnet being held over the gel polishes at the right moment and for the perfect length of time,” Andrew and Giorgia share.
“Getting 10 nails to work with each other on set, under warm lights, is much harder than the final frames suggest, which means everything you see is achievable at the nail desk,” they smile.
Built by nail techs for nail techs, Penthouse transports The GelBottle Inc’s world of colour to the top floor. It’s a decadent edit of rich jewel tones and dimensional finishes designed to evoke the feeling of stepping out of a lift high above New York City.
The Penthouse Collection is £133.33 + VAT, available via www.thegelbottle.com. Each Magnetic Gel Polish is £16.67 + VAT, and the opaque and glassy Gel Polishes are £15 + VAT each.