essie, the leading nail brand and America’s nail salon expert since 1981, invites you to dive into a world of limitless self-expression and customization with the launch of its DIY design destination, nail art studio. The two new technologies within the franchise, jelly gloss and special effects, are formulated to take any manicure to another dimension. Endless possibilities are easy to achieve at home with creative finishes and washes of color that challenge pros and beginners alike to live the phrase “if you can dream it, you can do it.”
introducing jelly gloss:
Crafted with a sheer yet buildable formula, the jelly gloss collection offers layers of fun, striking the perfect balance between a juicy glaze and luscious coverage. with nine captivating shades including arctic jelly, ink jelly, cheek jelly, and more, this collection–which can be worn alone, layered, paired, or over any essie color – ignites a spectrum of possibilities, allowing users to create color stories all their own.
experience mesmerizing special effects:
Designed to transcend ordinary manicures, the special effects range delivers mesmerizing show-stopping effects with nine unique finishes. From flaky pearls to pixel pearls and satin chromes, each formula fuses duo-chrome flips with holographic & light-reflecting finishes, enabling wearers to customize their nail journey for a hi-beam dream. Whether worn over bare, layered or over any essie color, these effects promise an artsy, creative touch that captivates.
“The essie brand at its core has always encouraged self-expression and the notion of living life in color,” notes Amy Whang, U.S. President of essie, Garnier and Maybelline New York. “The launch of Nail Art Studio brings us closer to not only fitting into the trends we love – but providing the tools and inspiration to set them. We are excited to see essie enthusiasts unleash their inner artists and elevate their nail game like never before.”
essie fans can expect to see nail art studio brought to life in new and exciting ways this summer, beginning with its debut on TikTok Shop. The launch will mark essie’s inaugural venture into the platform’s shopping functionality. Additionally, essie brand presence is planned at RuPaul’s DragCon LA, presented by World of Wonder and taking place July 19-20, 2024 at the Los Angeles Convention Center, where the nail art studio lineup will be seen highlighted as a tool for colorful self-expression.
