Jenny Vo, General Manager at ProfessioNail Australia, shares an update on the country’s largest nail salon licensee.
Jenny, I understand ProfessioNail – an American owned company – first launched into the Australian market in 2000. What prompted ProfessioNail to launch here?
“ProfessioNail was born in 1992, in New Orleans, Louisiana. Our beginnings in the Jazz Capital of the world means soul has always been at the heart of our brand ethos. The company’s founder had the vision to shake up the nail industry with affordable, full-service nail care that blended artistry with strict sanitation standards. Back then, no one had quite nailed it yet, but they were determined to change that.
As the demand for accessible beauty grew, so did we. In 2000, ProfessioNail opened its first store in Australia, and has since expanded into a global powerhouse, with over 200 salons across the US, Canada, Australia, New Zealand, Northern Europe, and Asia. We’ve been pampering millions of people and redefining beauty experiences worldwide – and we’re only just getting started! ProfessioNail is
here to make sure everyone’s hands (and feet, and lashes, because our treatment menu is growing just as fast as we are) are always in good hands.
We sought to create a welcoming environment with approachable price points for beauty, understanding the importance of the ritual for consumers, as well as the emotional response to feeling polished was at the heart of this.”
How many bricks-and-mortar salons do you currently operate across Australia?
“With hundreds of stores across Australia and New Zealand, we at ProfessioNail pride ourselves in having a fantastic team that offers incredible treatments and unbeatable client service at rates we can stand behind. We also have new salons opening all the time. We’ve been a mainstay for those who value top-notch services at affordable prices since 2000.”
From the outset, ProfessioNail is the country’s nail salon licensee success story. What do you attribute to the company’s success over the last two decades?
“Understanding our clients. Inclusivity was also of paramount importance to the brand’s ideology. We wanted every generation and demographic to feel comfortable in our salon spaces. We see our business as a melting pot of cultures, bringing people from all walks of life together via the universal love for self-care and self-expression.”
How would you define the 2024 ProfessioNail client?
“Following on from the above, they are everyone; every person who celebrates identity, beautification and upkeep. Celebrating self-expression and self-care is the cornerstone of our offering and this, like our brand, does not discriminate. Our re-brand also reflects this – we wanted a fusion of classic, Hollywood glamour with the excitement and creativity of younger demographics.”
In 2024, ProfessioNail underwent a total branding overhaul, unveiling a redesigned logo, website, and social strategy. What is the goal of this revised look and feel?
“The imagery, tone and aesthetic direction for ProfessioNail can be described as polished, bold, dreamy, and unapologetically expressive – blending elements of glamour and high fashion with emotional intensity, creativity and a stylised, youthful edge.
The goal of the new branding was to embody a youthful and rebellious edge to represent the new wave of younger generations. Fashion, makeup and nail art are key components, showcasing unconventional styles with glitter, rhinestones, and vibrant eyeshadow. This aesthetic aligns with Gen Z and youth culture’s desire for self-expression and breaking traditional norms.
There’s a balance between timeless Hollywood glamour and the gritty, textured, street-style art form. The juxtaposition of high-gloss beauty with tastemaker culture creates a tension that drives the aesthetic and inclusivity for every type of client, of every generation.”
Is this revised branding specifically tailored to the Australian market? Or does it reflect a larger, global rebrand?
“For now, this has been tailored specifically for the Australian market. However, we also ensure that there’s a universal nature to our designs.”
Why undergo this revised branding in 2024? What made now the right time?
“For any brand, there is a naturally occurring need to refresh and modernise to reflect society and culture. It was time. There has been so much exciting change in the world of beauty and self- expression that it felt only natural to emulate that for our clients.”
What can consumers expect from ProfessioNail in the coming 12-24 months?
“There’s a lot of exciting developments in the works to watch out for. Some are still in early development and inception, so you will have to stay tuned. You can expect our services to expand to reflect the needs of our clients, so keep your eyes peeled!”
Interview: Hannah Gay | Photography: Supplied
This article originally appeared in the Issue 01 2025 print issue of Professional Beauty magazine. Read it here.
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