Branded nail art takes off

As young consumers gravitate toward minimalist clothing in order to optimize their wardrobe, they’re often turning to accessories and beauty products to make a statement. Much in the way that consumers have embraced branded enamel pins and patches to punch up an outfit, they’re now turning to branded nail art to showcase the style, designs, and companies they like.


Costa isn’t the only coffee company to offer branded nails. Tapping into people’s enthusiasm for all things pumpkin spice, Starbucks offered branded nail decals that pay homage to fall and the signature drink of the season. Created in collaboration with accessory brand Skinnydip London and designed by beauty YouTubers Lucy and Lydia Connell, each pack of peel-off nail stickers comes with festive designs, including Starbucks cups and mugs, pumpkins, owls, and the phrase #PSL. While the nail art was only sold at Starbucks locations in the UK, they were also available for international purchase on Skinnydip’s website, but have since sold out.


As consumers often admire the aesthetic of seasonal takeaway cups, coffee chain Costa is letting them wear its holiday designs on their nails. The UK-based company created Costa Christmas Nails, 10 festive designs including shimmering textures and holiday motifs, including reindeer, snowmen, and gingerbread cookies, that people can have done at Nail’d salons in London until Christmas. This way, when sharing a photo holding their Costa to-go cup, their nails will match their drink, while also showcasing their love for the holiday season and the brand.


Recognizing that people take great pride in their car, including its color, French automaker Renault has released nail polish in the exact shades of red, black, yellow, and pale blue of its Twingo hatchback. Created in partnership with cosmetics company De Blangy, the lacquer lets consumers match their vehicle perfectly. The polish also doubles as touch-up paint in case their car gets minor scratches or scrapes. Each bottle sells for €8.90, and though the Twingo isn’t sold in the U.S., the polish will ship there for those who want to get a manicure in the brand’s signature colors.