August 29 2014

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Nails Inc.’s Magnetic Appeal


Nude nails have turned into a season-spanning trend, dominating the Spring shows after edging their way into the fold for Fall. But nail art is still making a few backstage cameos, from CND’s Lucite and Lace tips at Joy Cioci and Jin Soon Choi’s dual-colored “slim silhouette” at Prabal Gurung to the custom-designed Minx that have popped up at David Koma, Missoni, and this afternoon at Gareth Pugh (more on that in a bit). The demand for whacky tips at the retail level shows no signs of abating anytime soon, though, and the latest way to out-crazy your friends is finally hitting our shores. Magnetic nail polishes essentially made their debut four years ago when Lancôme released Le Magnetique Vernis Star Design, a shimmering aubergine lacquer with tiny metallic particles in the formula that, when exposed to a specialized magnet built into the bottom of the bottle, formed a star pattern on the surface. It was a limited edition that sold out almost as quickly as it appeared. But the concept has been having a resurgence of late, with brands like Germany’s LCN putting out a collection this summer. London’s Nails Inc., which just arrived in the U.S. via Sephora, is following suit for fall with the launch of Magnetic Attraction. Available in three shades—Big Ben, a metallic gold, Trafalgar Square, a chrome, and Houses of Parliament, a shimmering purple—each varnish is formulated with iron powder, which gravitates toward the magnet in the bottles’ caps to create a cool, ombré chevron pattern. It works best when the magnet is placed directly above the nail bed following a second coat of polish. Hold in place for 10-15 seconds, watch the magic unfold, and finish with a swipe of topcoat for hold. They’re sure to please the bare-is-boring set.

Photo:Courtesy of Nails Inc.

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