Michelle Lin, CEO of Mooncat, shares what goes into making a nail brand (spoiler: it's not for everyone.
Beauty trends come and go, but nail polish is here to stay. While that may seem like a bold statement, nail polish has been around for 5,000 years and has only continued to grow in popularity. Today, the nail polish industry is estimated to have aWhether you enjoy getting your nails done at the salon or painting them at home, you are likely no stranger to the top nail polish brands like Essie, OPI, and Sally Hansen. But now, a new market is emerging: indie polish brands.
“I had a team to support me on this,” Lin says. To help her create the product she was envisioning, she brought in chemists and regulatory experts. And that’s how the surrealism collection was born. Other times a single colour may inspire a polish set, which is exactly what happened with the recent collection“Our product designer made this blue reflective magnetic colour. The moment I saw it, I was like: This is Atlantis,” Lin says. The deep sparkly blue sparked other ideas. “I feel like we’re diving underwater or I’m like a pirate looking for treasure. Let’s bring this to life.
Once the collection is complete, it’s time to market the product. For Mooncat, the majority of that is done online.
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