Nailfitt founder Kelli Armstrong reveals why she launched her colourful innovative collection of press-on nails to address the growing trend for a DIY manicure.
I set up Nailfitt to… “Solve my own problem of not having time to get to the nail salon for a glam manicure for special occasions. I also didn’t want a manicure I would be wearing for months, and then have to go back to the salon to have removed only to end up with damaged nails. I also wanted chic, classic styles and shades, not the Cardi B crazy designs that were on the market.”
The biggest lesson I learnt setting up a business was… “Be prepared not to sleep for the first six months while you’re setting it up! It takes a lot more than just the idea to start a business and build a brand and once you’re on the market, there is no off button, so make sure you’re passionate about solving a problem.”
My favourite nail style is…. “I love the long almond nails in our Zola Glazed Donut shade for events and then I’ll do a neutral medium round or squoval shape during the week. Dusty Rose from the Mini Kit collection is my new fave.”
My best manicure spot is… “Wherever I am! I keep a Nailfitt kit in the car or take one on the plane with me so I am now my own best manicurist. I still love a pedi at the salon though.”
I love their versatility because… “Press-on nails offer convenience and save time, money and effort on a high-shine manicure you can do yourself. And Nailfitt takes it a step further by offering nails that feature a soft-gel coating, they’re the next generation of quality when it comes to press-ons. We’re for time-poor women like myself, busy mums who want a quick mani option, lady tradies or nurses who can’t wear nails 9-5 – anyone who wants a salon- finish manicure without the fuss.”
Press-on nails have made a big comeback because… “We are all time poor and looking for ways to fit beauty into our lifestyle without making too many sacrifices on time and money spent. Press-Ons solve those issues because you can do them anywhere, anytime in 10 minutes and they’re reusable so may only end up costing $7 per wear if you do some girl math on them!”
The soundtrack to my life is… “Burning Down The House – Talking Heads. That intro… “Ah, watch out. You might get what you’re after.”
My favourite beauty hack is… “Gold eyeliner in the waterline for an instant ‘awake’ look. And Coconut oil to remove press-on nails!”
My plans for the brand in 2024 are… “We have just launched into The Iconic which is so exciting and will help build brand awareness. In 2024 I want to reach more people looking for a premium salon-quality manicure they can do with ease and zero damage to their natural nails. Expect more on-trend shades and accessories too.”
This article originally appeared in the Summer 2024 print issue of Professional Beauty.
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