Custom colour at your fingertips

A US company has launched an app that enables users to create their own custom nail polish colour instantly – and have it in their hands within a week.

Launching the Alex|Tay Custom Nail Polish app, Alex and Tay founder Paul Wolff said the app has created a new beauty category by offering consumers “millions of colours” rather than just “a few dozen” to choose from.

“With our custom nail colour system, users can match their world in just seconds – it’s really easy and fun to use.”

He explained that creating a nail polish colour with the app is “as easy as snapping a picture and tapping a colour” to “reflect your sense of humour, fashion or mood”.

“The app is disrupting a 100-year-old business by putting the power of choice into everyone’s hands,” he said

Apart from choosing any colour they want, the app also enables users to further personalise their polish by naming it as well.

In addition, Wolff says the 7-Free polish is formulated with the highest quality ingredients.

“It has become the first nail brand to earn a Silver level Material Health Certificate for their product through the Cradle to Cradle Products Innovation Institute,” he said.

“The C2C Silver certification means that Alex|Tay polish products contain no substances known or suspected to cause cancer, birth defects, genetic damage or reproductive harm.”

Alex and Tay was founded in 2016 with “the express purpose of user generated design, on the go formula generation and rapid manufacturing technology to the beauty space, starting with nail colour”.

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