Essie has a nail art studio for the nail DIYers.

 

The new franchise includes jelly gloss and special effects. 

 

“The essie brand at its core has always encouraged self-expression and the notion of living life in color,” said Amy Whang, US president of Essie, Garnier and Maybelline New York. “The launch of Nail Art Studio brings us closer to not only fitting into the trends we love – but providing the tools and inspiration to set them. We are excited to see Essie enthusiasts unleash their inner artists and elevate their nail game like never before.” 

Made with a sheer, yet buildable formula, the jelly gloss collection includes nine shades including arctic, ink and cheek jelly. Can be worn alone, layered, paired, or over any Essie color.

Designed to transcend the typical manicure, the special effects range delivers “show-stopping” effects with nine unique finishes, per marketers. From flaky to pixel pearls and satin chromes, each formula fuses duo-chrome flips with holographic and light-reflecting finishes, enabling wearers to customize their nail journey. Whether worn over bare, layered or over any Essie color, these effects promise a creative touch.

 

The art studio launch will mark Essie's inaugural venture into the platform's shopping functionality. Additionally, the Essie brand presence is planned at RuPaul's DragCon LA, presented by World of Wonder and taking place July 19-20, 2024 at the Los Angeles Convention Center, where the nail art studio lineup will be seen highlighted as a tool for colorful self-expression. 

 

The nail art studio will debut on TikTok Shop this summer. 

 

Both jelly gloss and special effects are now available for $13 each at select pharmacies and retailers. 

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