Minx Links with Celebrity Manicurists

The executives at Minx know that the best endorsements come from the folks who use their nail covering products day in and day out. No wonder why the Oceanside, CA-based company behind fashionable nail coverings introduced a collection last month with manicurist Lisa Logan and will this week unveil a collection with Marian Newman, whose manicures have graced the runway shows of Givenchy, Vivienne Westwood, Valentino and more. Collections with Kimmie Kyees, a manicurist of choice for Katy Perry and Rihanna, and Naja Rickette, who did Lady Gaga’s nails in the “Love Game” and “Paparazzi” videos, are set to launch in the spring.


There are around eight styles in each of the first two collaborations to hit the market, which are expected to cost $5 to $10 above customary Minx manicures that are regularly $35 to $55 at nail salons. Lynch-Goodwin described Newman’s assortment as ranging from classic to highly design-oriented, with styles featuring chrome, nude, graduated color and various shape illusions. She said Logan’s collection is more colorful and playful, with geometric imagery a prominent theme.


Company executives expect the celebrity manicurist collections will generate between 2 percent and 5 percent of Minx’s annual sales. The company has registered less than $10 million in yearly annual wholesale sales.