Online Exclusives

Welcome Matte

By Christine Esposito, Associate Editor | July 15, 2009

The nail polish market is intentionally losing its luster, as marketers roll out new matte polishes.

Matte finish polish from ManGlaze INK.
Once donned primarily by punk rockers and teens, matte finish nail polishes are going mainstream as companies like Zoya, OPI and Essie roll out their own no-shine shades.

According to Suzi Weiss-Fischmann, OPI executive vice president and artistic director, all-matte nails are “fresh, confident, and very fashion runway.”

This month, the company unveils a line of matte polishes in a half-dozen of the brand’s most in-demand shades—alpine snow (fresh white), Russian navy (deep sea indigo), La Paz-itively Hot (hot pink), You Don’t Know Jacques (taupe); Lincoln Park After Dark (purple) and Gargantuan Green Grape, described as green kissed by the summer sun.

Zoya is also at the ready with MatteVelvet, three limited edition shades designed to appeal to trendsetter looking to go metro-mod, vintage, glam rocker or street chic. The collection, which bows this month, includes Loredana (gunmetal gray), Dovima (black) and Posh (wine), each priced at $6 per bottle.

Essie’s Matte About You Matte Finisher gives any color a matte appearance.
Not to be outdone, Essie has created Matte About You Matte Finisher, which gives any color a matte appearance. The exclusive formula, which debuts in August, makes being trendy more affordable, according to the company.

“Matte About You is the perfect recession buster because you only need one product to get the trend and continue changing your nail color to whatever shade you want,” explained Essie Weingarten, founder and president of Essie Cosmetics. “With the economy this way, consumers should not have to buy several different products. We wanted women to be able to wear the matte trend with any of our colors—so we worked on a formula until it was perfect and made sure it had all the long-wearing durable qualities that all our colors and treatments have.”

Trendy they may be, but matte polishes aren’t new. In fact, well-known brands like Orly and Maybelline offered matte lines several years ago.

“About 10 years ago you saw some matte but the trend never took off,” recalled Ms. Weingarten. “It is a different world in fashion today and even though the trend may not be for everyone, the time is right.”

Just how much staying power the trend has remains to be seen, but polish aficionados are glad that matte is taking another spin in the marketplace.

“It's coming back now, as trends tend to do, and it is a viable trend,” Stephanie Toledo, the blogger behind, told HAPPI.

And if it helps spur sales in the polish market, that’s even better. According to Euromonitor International in Chicago, U.S. retail nail polish sales slid 13.1% between 2003 and 2008.

So who exactly started the revival? Chicago-based ManGlaze contends it is ground zero, having launched its matte, flat finish nail polish in June 2007 at punk festival in Japan.

Edgy ManGlaze INK launched its matte finish polish in June 2007.
“Our stuff still seems to have a very limited appeal. We only made 10 gallons of the first batch so ManGlaze is inherently far from mainstream. There's just not that much to go around. But those 10 gallons seem to have gone to the people who really set the trends because now the ‘big girls’ are copying our [stuff],” said Marc Alexander Paez, founder of ManGlaze INK.

Made in the U.S., the ManGlaze line, which is free of dibutyl phthalate (DBP), formaldehyde and toluene, includes original “Death Tar” black and “Fuggen Ugly” gray shades, each retailing for $6.99 online and at select boutiques.

Premium lines also offer these no shine shades. For example, KnockOut Cosmetics stocks several matte finishes at Henri Bendel and select retailers for $22 per bottle.

While ManGlaze continues to extend its matte palette (it will soon add a clear white matte topcoat and other colors are reportedly in the pipeline), it is working on another project that Mr. Paez contends is “the greatest innovation the nail industry has ever seen.”

While he close-lipped on specifics, he expects a reaction similar to when he launched his matte polishes.

“I’ll guarantee you one thing for certain: just like when we first launched out matte nail polish, the initial reaction will be that it is quite stupid. I can’t say that anyone will change their mind, but for sure they’ll think it’s stupid.”

blog comments powered by Disqus
  • Electric Slide

    Electric Slide

    Melissa Meisel, Associate Editor||February 3, 2016
    Skin care devices bring anti-aging to the next level

  • Crowning Glory

    Crowning Glory

    Christine Esposito , Associate Editor||February 3, 2016
    Celebrity stylists and experts from leading hair care brands talk about the ingredients and formats driving the styling sector.

  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Raising the Bar

    Raising the Bar

    Melissa Meisel, Associate Editor||January 25, 2016
    CeraVe Healing Ointment is billed as a next-level skin salve.

  • Morning Jolt…Before Coffee

    Morning Jolt…Before Coffee

    Christine Esposito, Associate Editor||January 18, 2016
    New caffeine-infused toothpaste launches on Indiegogo.

  • Anything but Botched!

    Anything but Botched!

    Tom Branna, Editorial Director||January 18, 2016
    The creator of a new skin care line finds an audience even before they get to try the formulas.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Lauren B Good

    Lauren B Good

    Melissa Meisel, Associate Editor||January 4, 2016
    Luxe nail polish line attracts cult following and lands in Whole Foods stores.

  • Miami Clean Machine

    Miami Clean Machine

    Christine Esposito, Associate Editor||December 28, 2015
    EMG Cleaning Systems is expanding its presence in I&I cleaning.

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Hand It To Them!

    Hand It To Them!

    Melissa Meisel, Associate Editor||December 21, 2015
    New SKU reportedly improves the appearance of pigment, texture and wrinkles for hand rejuvenation.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Let Me Get Your Digits…

    Let Me Get Your Digits…

    Melissa Meisel, Associate Editor||December 1, 2015
    Sally Hansen branches out with a new app and fashion colors.

  • Play Misty for Me

    Play Misty for Me

    Christine Esposito, Associate Editor||November 30, 2015
    Body mists for men and women continue to be the hottest commodities in the mass fragrance market.

  • The Space Between

    The Space Between

    Christine Esposito, Associate Editor||November 24, 2015
    Prestige Brands expands its platform with yesterday's acquisition of DenTek, a major player in the fast-growing “peg” oral care sector.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Into the Mist-ic

    Into the Mist-ic

    Melissa Meisel, Associate Editor||November 16, 2015
    Toilet tissue spray is billed as an eco-friendly alterative to wipes.

  • The Return of Norell

    The Return of Norell

    Melissa Meisel, Associate Editor||November 9, 2015
    Classic perfume makes a comeback for the holidays.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.