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April 16 2014

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Minx Makes Moves

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In today’s oversaturated market of nail art, gel-polish hybrids, stencils, and stickers, it’s easy to forget that not long ago—ten years, give or take—nails were a pretty slow and steady business. Lacquers in shades of light pink and the occasional red or dark berry dominated nail salons, and French manicures with anything other than the classic white tips were pretty much unheard of. While many newfangled brands have cropped up recently to take credit for revolutionizing this beige reality, that honor really belongs to Minx. Dawn Lynch-Goodwin and Janice Jordan’s brand that Lady Gaga, Beyoncé, and Rihanna helped make famous originated in the idea of a protective coating for your nails and ballooned shortly thereafter with avant-garde patterns and colors. Since its inception, Minx has only been available as an in-salon product, but this week marks its grand entrée into retail with not one but two big initiatives to help make life a little easier for nail obsessives. First comes news that the brand has (finally) created an at-home version of its cult-favorite nail wraps in eight different designs. Called Minx #1, the range includes Silver Moons, Gold Moons, Wild Pink Cheetah, Triangle Tango, Diamond Diabolique, Summer Splash, Technical Tribal, and MinxLusion Chex, all of which just rolled out to Ulta stores nationwide. It’s enough to get you thinking about the wealth of different patterns and prints you could create if you had the wherewithal—which you do now, thanks to Minx’s new Customizer. Simply upload your own motif to its Web site, arrange the layout on both your right and left hand, order, and ship it to a Minx stylist near you, who can then apply the professional overlays for you. It’s a mad, mad manicure world out there.

Photo: Courtesy of Minx

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