Subscription beauty boxes delivered to your door is nothing new. But over in the US the idea has evolved and nail-only subscriptions are the latest trend.
The first generation beauty boxes were great for real beauty addicts – a place for new brands to reach a niche audience interested in beauty and for trusted companies to give exposure to new products. Word of mouth, thanks to social media is great for brands. But where some boxes can be tailored to you, others can’t. If the moisturiser in the box isn’t for your skin type, or the lipstick not your shade – a box could turn from nice surprise to bit of a disappointment.
The great thing with nail subscriptions is that you get a selection of shades each month (with most), so you’re bound to find a shade you like nestled in your package. Plus, aren't most of us just that bit more daring with nail shades than say, eye shadow?
Here’s a rundown of the brands in the US. Would you subscribe if these were available in the <
Background: Seattle-based nail salons that opened in 2007 by a previous Starbucks executive, Jane Park.
Launched: The first to launch nail subscription boxes way back in 2011
What: For $19.99 per month you get two Julep nail polishes and an extra product like mascara. You take a style quiz online which helps Julep identify the shades best suited to you, plus you get to see what’s in your box beforehand so you can always skip a month.
Extras: Option to skip a month or send to a friend.
Brand: The Nail Stash
Background: Based out of Los Angeles, the Nail Stash is super new.
Launched: December 2012
What: Just $14 per month gets you a box of polishes and accessories. Unlike some of the other boxes, this offers subscribers products from different brands like OPI, Essie and Color Club.
Extras: There are four price plans to choose from: $14 per month, £39 for three months, $76 for six months or $150 for a year.
Brand: Square Hue
Background: Launched by three couples Square Hue polishes look super cool and the shades are all chic but with an element of trend.
Launched: December 2012
What: A pricier option - $21 gets you three polishes each month. The boxes are themed to suit the time of year.
Extras: Hue Give - around 30% of the brand’s profits go to charity.
Brand: Nail Art Society
Background: Tia Valenciano used to work for a beauty subscription box brand (she’s keeping schtum on which one). Valenciano loves Japanese nail art and describes Nail Art Society as a ‘nail club for women’.
Launched: January 2013
What: For just $9.95 you get a polish and tools, along with a step-by-step to create a nail art look. Each month builds on the one before so you will have an extensive nail art kit at home.
Extras: There is a blog online and you’re encouraged to share your nail art ideas and looks online.
Brand: Color Me Monthly
Background: Color Me Monthly is the brainchild of sisters Meghann and Caitlin and all the polishes are free from toxins.
Launched: Late 2012.
What: $7 per month gets you a new nail polish in a surprise, simple as that.
Extras: You can sign up for a six month or year plan, which works out cheaper.