Melissa Meisel, Associate Editor01.04.16
Beverly Hills-based nail polish aficionado Lauren Berkovitz earned her stripes in the high-end beauty world while working for Philip B. Botanicals, her uncle’s hair care brand. Now, she has leveraged that knowledge to achieve her dream: the perfect, safe, do-it-yourself manicure for busy women. All Lauren B. nail polishes are $18 each, 5-free (no formaldehyde, DBP, toluene, formaldehyde resin or camphor) and vegan. In fact, they’re so good for you that the line is sold at Whole Foods—a retailer with notoriously strict eco requirements—in California, a place with some of the toughest environmental regulations on the planet. Products are also sold online at LaurenBBeauty.com, Net-a-Porter.com and select retailers.
Berkovitz took time to chat with Happi.com about her burgeoning nail care brand.
HAPPI: What qualities are shoppers looking for in nail color and where do they go to find the latest products?
LB: These days, it all revolves around trendy styles, fun colors and environmentally friendly formulas. Polish lovers are always on the hunt for uniquely beautiful, head-turning nail looks. They love to stand out. At the same time, they demand higher quality polishes—lacquers that aren’t just super-glossy and remarkably enduring, but also good for you. Being “5-free” (free of the top five toxins in nail enamel) has become a key selling point. Women are more health-conscious than they’ve ever been, and they gravitate toward eco-friendly products.
What makes Lauren B. different is that we’ve created an incredibly long-lasting, shiny, perfect polish system that offers a healthy alternative to gel manicures—and lasts just as long without chipping! The polishes are incredibly easy to use, cost-effective and good for your nails. They set quickly, without any need to expose your hands to UV light, and come off without toxic acetone. Educated shoppers know that manicures involve more than a great color. It’s all about the big picture: the perfect shade, base and topcoat, as well as the best treatments for smooth, healthy hands and nails.
To find the best and latest products, polish lovers are like magpies. They look everywhere from Whole Foods to department stores to online boutiques to salons.
And their number-one source for inspiration is social media, hands down. It’s all about social media! Whether you’re looking to your favorite beauty blogger or Pinterest boards, you can count on those accounts to give you up-to-the-nanosecond news about insider beauty trends, tips and tricks. Boldly painted nails are now more acceptable in and out of the office, so everyone can experiment —and they should!
HAPPI: What are the hottest trends right now in nails and why?
LB: People can’t stop talking about anything metallic or earthy, and I happen to love these colors and tones myself! The dark jewel-tones and richer hues are really starting to come alive, and many of the world’s top manicurists consider deeper hues as the new neutrals. They’re so versatile and truly look great on everyone.
I’m also obsessed with another big trend: pearlescent polish! It’s shown up often on runways and red carpets this year. Think back to that all-pearl dress that Lupita Nyong’o wore at the Oscars—can we say gorgeous? There’s something about that kind of ethereal sheen that feels really modern and fresh right now.
Our Fall/Winter 2015-2016 launch reflects both of these trends, and they’re especially fun to wear in the winter months. When you’re dressing in darker tones, it’s great to flaunt a pop of rich, vibrant color on your nails.
HAPPI: Are there any ingredients that are big right now in the category?
LB: The buzz isn’t about a particular ingredient. It’s about the ingredients you’re not using. Historically, nail polishes were often formulated with five major chemicals—toulene, formaldehyde, dibutyl phalate (DBP), formaldehyde resin and camphor—to help the lacquers adhere better, and to boost shine, flexibility and endurance. Recently, these chemicals have been identified as toxic carcinogens, and associated with disruptions in reproductive health and birth defects. Amazingly enough, many nail polish brands still use them.
I worked long and hard to create a luxury nail polish without those harmful ingredients. That meant thinking outside the box. My chemists and I studied the purpose of each harmful toxin (and) why it was used in the first place. Then we replaced it with a healthy alternative. I was determined to create a product that’s not only good for you, but also more effective, easier to use, and as long-lasting as possible. Everything we make is vegan-friendly (another buzzword in nail care), eco-conscious, and 5-free. We never test on animals, and all of our products are proudly made in the USA.
HAPPI: What are the future trends in nails for 2016 and beyond?
LB: Chic, versatile nail colors that go from day to night —something we focus on at Lauren B. People always ask me about nail art and where it’s going. It’s a fun way to express yourself, but I think that trend is slowing for 2016. Instead, manicure lovers are starting to play more with the shape and length of their nails, and feeling more experimental in that realm. Nail shapes say a lot about your personality and lifestyle, so there’s no right or wrong shape trending.
Fall/winter 2016 is the time to rock those deep, sexy jewel tones and rich earthy shades. Our fall line includes the pearlescent, metallic hues that I love, with a mix of versatile, unique shades ranging from pink-rose-khakis to shell-whites and deep iris purples.
Spring and summer 2016 will call for something more vibrant. I think the true “ROYGBIV”colors will be everything—just imagine those glossy apple reds and school-bus yellows! We all need a jolt of true bold color sometimes. At the other extreme, we’ll continue to see earthy pastels throughout the summer. The right shades look sexy and neutral, all at the same time.
It’s hard to say what will be happening in 2017 and beyond, but I’m sure the runway will continue to inspire and impact nail color, spinning out new trends for us to fall in love with. And technology and art will make an impact, too. Either way, nail polish will continue to be your best accessory. It’ll never go out of style. It’ll continue to bring joy and color to women’s lives. And really, what more could we ask?
Berkovitz took time to chat with Happi.com about her burgeoning nail care brand.
HAPPI: What qualities are shoppers looking for in nail color and where do they go to find the latest products?
LB: These days, it all revolves around trendy styles, fun colors and environmentally friendly formulas. Polish lovers are always on the hunt for uniquely beautiful, head-turning nail looks. They love to stand out. At the same time, they demand higher quality polishes—lacquers that aren’t just super-glossy and remarkably enduring, but also good for you. Being “5-free” (free of the top five toxins in nail enamel) has become a key selling point. Women are more health-conscious than they’ve ever been, and they gravitate toward eco-friendly products.
What makes Lauren B. different is that we’ve created an incredibly long-lasting, shiny, perfect polish system that offers a healthy alternative to gel manicures—and lasts just as long without chipping! The polishes are incredibly easy to use, cost-effective and good for your nails. They set quickly, without any need to expose your hands to UV light, and come off without toxic acetone. Educated shoppers know that manicures involve more than a great color. It’s all about the big picture: the perfect shade, base and topcoat, as well as the best treatments for smooth, healthy hands and nails.
To find the best and latest products, polish lovers are like magpies. They look everywhere from Whole Foods to department stores to online boutiques to salons.
And their number-one source for inspiration is social media, hands down. It’s all about social media! Whether you’re looking to your favorite beauty blogger or Pinterest boards, you can count on those accounts to give you up-to-the-nanosecond news about insider beauty trends, tips and tricks. Boldly painted nails are now more acceptable in and out of the office, so everyone can experiment —and they should!
HAPPI: What are the hottest trends right now in nails and why?
LB: People can’t stop talking about anything metallic or earthy, and I happen to love these colors and tones myself! The dark jewel-tones and richer hues are really starting to come alive, and many of the world’s top manicurists consider deeper hues as the new neutrals. They’re so versatile and truly look great on everyone.
I’m also obsessed with another big trend: pearlescent polish! It’s shown up often on runways and red carpets this year. Think back to that all-pearl dress that Lupita Nyong’o wore at the Oscars—can we say gorgeous? There’s something about that kind of ethereal sheen that feels really modern and fresh right now.
Our Fall/Winter 2015-2016 launch reflects both of these trends, and they’re especially fun to wear in the winter months. When you’re dressing in darker tones, it’s great to flaunt a pop of rich, vibrant color on your nails.
HAPPI: Are there any ingredients that are big right now in the category?
LB: The buzz isn’t about a particular ingredient. It’s about the ingredients you’re not using. Historically, nail polishes were often formulated with five major chemicals—toulene, formaldehyde, dibutyl phalate (DBP), formaldehyde resin and camphor—to help the lacquers adhere better, and to boost shine, flexibility and endurance. Recently, these chemicals have been identified as toxic carcinogens, and associated with disruptions in reproductive health and birth defects. Amazingly enough, many nail polish brands still use them.
I worked long and hard to create a luxury nail polish without those harmful ingredients. That meant thinking outside the box. My chemists and I studied the purpose of each harmful toxin (and) why it was used in the first place. Then we replaced it with a healthy alternative. I was determined to create a product that’s not only good for you, but also more effective, easier to use, and as long-lasting as possible. Everything we make is vegan-friendly (another buzzword in nail care), eco-conscious, and 5-free. We never test on animals, and all of our products are proudly made in the USA.
HAPPI: What are the future trends in nails for 2016 and beyond?
LB: Chic, versatile nail colors that go from day to night —something we focus on at Lauren B. People always ask me about nail art and where it’s going. It’s a fun way to express yourself, but I think that trend is slowing for 2016. Instead, manicure lovers are starting to play more with the shape and length of their nails, and feeling more experimental in that realm. Nail shapes say a lot about your personality and lifestyle, so there’s no right or wrong shape trending.
Fall/winter 2016 is the time to rock those deep, sexy jewel tones and rich earthy shades. Our fall line includes the pearlescent, metallic hues that I love, with a mix of versatile, unique shades ranging from pink-rose-khakis to shell-whites and deep iris purples.
Spring and summer 2016 will call for something more vibrant. I think the true “ROYGBIV”colors will be everything—just imagine those glossy apple reds and school-bus yellows! We all need a jolt of true bold color sometimes. At the other extreme, we’ll continue to see earthy pastels throughout the summer. The right shades look sexy and neutral, all at the same time.
It’s hard to say what will be happening in 2017 and beyond, but I’m sure the runway will continue to inspire and impact nail color, spinning out new trends for us to fall in love with. And technology and art will make an impact, too. Either way, nail polish will continue to be your best accessory. It’ll never go out of style. It’ll continue to bring joy and color to women’s lives. And really, what more could we ask?