Each weekday, Nailpro selects one gorgeous nail design from followers....
Real Advice For Starting Your Own Nail Polish Brand
Adrianna of Delush Polish
Nailpro: What are the components/ingredients that go into indie polish?
Adrianna: With any polish, the crucial ingredient is the suspension base. Without the suspension base, other key components such as color additives and glitters will sink to the base of your bottle.
How much would you recommend someone expect to spend to get started making their own polish from scratch?
You will initially have to spend hundreds to gather all the components and core ingredients that you will need to create the colors you envision. Testing is a huge part of this process and you have to be prepared to test ingredients that may not pass the testing phase. Ultimately you can be spending anywhere between $1k-2k to get yourself up and running.
Tell us about the process of finding the right bottle to put your polish in.
Finding the right bottle supplier is all about trial and error in addition to the look you want your brand to embody. I ordered several bottle samples before settling on what I have now. As time moves on, new supplies and styles become available and brands automatically evolve during this process. I am always looking at ways to improve Delush, which is a never-ending process.
How did your first start promoting your products?
I began promoting Delush Polish through social media platforms such as Facebook, Instagram and Twitter. Although these platforms are predominantly free, each requires a significant time commitment and effort. Just like anything in life you get back what you put in to something. As I began to promote on social media, customers began recognizing Delush as a distinctive brand, one that they wanted to try and share with their friends.
Do you get your family and friends involved when testing new color?
It is important to test your colors for wear time, longevity and consistency over a prolonged period of time. Testing is a crucial step in creating a successful brand. I test every single color personally and when family is in town, they do too!
Are you glad you chose to start your own indie line?
Absolutely! I'm thrilled and proud of the brand I've built. Delush Polish has achieved so much in such a short period of time and I'm really excited about the future.