Fashion Editor Founded Nails.Inc, Sold for $40 Million

Thea Green, a 23-year-old fashion editor for Tatler magazine, founded Nails.Inc in 1999 after observing a gap in the market for convenient, on-the-go manicures during her frequent trips to New York and Los Angeles. At the time, similar services were not readily available in the U.K. Green launched her business with a 70-shade nail polish range and her first nail bar, despite having no prior background in the beauty industry or a formal business plan. Her entrepreneurial drive was inspired by her father's career progression from a tea boy to a retail director, reinforcing her belief in the power of hard work and a strong idea. Initially, Nails.Inc gained traction with staff at Vogue magazine, whose headquarters were located nearby, leading to a growing client base that combined fashion meetings with manicures. The brand's expansion continued with its inclusion in Fenwick's department store, marking a significant moment as it was the first time a service, rather than a product, was featured in a beauty hall. Green's intuition that convenience would outweigh concerns about privacy proved correct, as the business soon secured placements in other major retailers like Harvey Nichols and Selfridges. Subsequently, Green shifted focus to broader market accessibility, making her nail varnish available in major retail chains such as Boots in the U.K. and Sephora in the U.S. By the late 2000s, Nails.Inc was expanding its presence in the U.S. market with a limited budget for brand awareness. To address this, Green pioneered the use of collaborations, a strategy not widely adopted by beauty brands at the time. Early successful collaborations included one with Alexa Chung, which significantly boosted sales. The brand further expanded its collaborative efforts with notable figures and entities like Victoria Beckham, Magnum ice cream, and even McDonald's. Throughout this period of rapid growth and brand building, Green also managed her personal life, raising two sons and a daughter. Her daily routine involved managing emails before her children woke, sharing school runs with her entrepreneur husband, conducting calls during commutes, and resuming work after their evening routines. Today, the 50-year-old founder has successfully navigated the complexities of building a global beauty brand, culminating in the eventual sale of Nails.Inc for $40 million.