This week, Underlining, a beauty and wellness company based out of Miami and led by co-founder and CEO Razvan Romanescu, announced tha dip powder nail brand Nailboo, one of its coveted flagship brands has secured Sally Beauty as their first retailer partner. 

 

“I am thrilled to announce the partnership between Underlining’s flagship brand, Nailboo, and Sally Beauty, a leader in professional-quality DIY beauty products,” said Romanescu. “Nailboo is the fastest growing DTC brand in the nail category since its 2020 launch and has grown immensely in the past two years. We’ve been able to establish a highly engaged, passionate nail community with our Nailboo Fam customers and knew it was time to move into retail. This is a huge milestone for the brand, and we’re thrilled to be partnering with a retailer that shares so many synergies. Sally Beauty is not only focused on quality DIY products; they prioritize education as well. We’re confident Sally Beauty’s loyal customers will love our premium innovative Nailboo products.”

 

Nailboo is the so-called “ultimate dip powder” nail brand that was created with a simple vision to create salon-grade products available in easy-to-use at-home kits. Their kits are quick, easy and affordable giving long-lasting professional manicures for a fraction of the cost. All products are non-toxic, cruelty-free and vegan friendly. With best-selling shades like Cloudberry, Dark Dreams and Velvet Lust, Nailboo has been able to amass over 400,000 customers since launch and has grown by over 100% each year since inception. The brand continues to launch in several new categories in 2022 targeting new consumers and has plans to grow the brand to become the go-to brand within the industry.

 

With significant growth and a cult-like-following, the DTC brand was looking to expand their customer base with in-store purchases. Nailboo is now available at Sally Beauty online and in over 2,700 stores across the United States and Canada with three of their best-selling products: the Nailboo Dip Starter Kit, individual Dip Powder Shades, and Max Gloss Polish, which recently launched on April 13. 

 

“We are thrilled to offer Nailboo at Sally Beauty as a first to market exclusive,” says Maryann Herskowitz, group vice president of merchandising, Sally Beauty. “People are experimenting more at home and advancing their skills when it comes to hair and nails. We want to match consumer interest by providing the latest, most innovative products. Nailboo’s extensive range of products quickly generated a cult following and we are sure the momentum will continue.” 

 

The brand has plans to launch more SKUs in Sally Beauty in the near future and will be expanding their retail footprint throughout 2022 and into 2023.