How a Scottish nail brand is changing the way products are seen in the sector

In just five years, husband and wife duo, Chris and Bekka Costello, have grown their nail business in Paisley, Scotland, from 10 humble products to over 350: focusing on everything nail professionals require to offer slick, profitable services.

Chris & Bekka Costello

“We started Nail Order while our salon was closed due to the pandemic, as lockdown gave us the time and focus to commence the project,” shares co-founder, Bekka. “A year later, we introduced full cover tip range, Xtensions. The system proved so popular and we sold out of starter kits within six days of launch. Less than a year later, we launched gel polish and have continued to innovate.”

Loved by over 7,000 nail techs worldwide, the Nail Order brand boasts a colourful portfolio of gel polishes, builder gel, hard gel, Xtensions (full cover tips), retail items and merch.

“At Nail Order, we pride ourselves on creating innovative products that are allergy-conscious, solve a problem and simply work well,” Bekka reveals. “Chris, and I owned our own salon for over a decade, and we feel that we understand what nail techs need to make their job easier.”

Their focus turned to product development in 2021. Bekka continues: “We put thought into every aspect of the products we create: from the chemicals used to where they are made, their functionality and design.”

The team’s focus on education and chemistry led to the launch of The -4 Collection: a range of gel polishes, art gels and Flexi Gels, free of four common allergens found in nail products: HEMA, HPMA, IBOA and di-HEMA.

Bekka explains: “Typically, the term ‘hypoallergenic’ is synonymous with the ideology that hypoallergenic products are suitable for those with sensitivities. Many believe that you cannot have an allergic response to such products – but this is not true.”

If a product is hypoallergenic, it is ‘less likely to cause a reaction than comparable preparations or goods’, according to the Collins Dictionary. “The key word in this sentence is ‘less’,” Bekka continues. “‘Hypoallergenic’ only refers to there being a less likely reaction, not that there is no chance.

“There is no scientifically agreed upon term in the nail industry, so to some gel brands, ‘hypoallergenic’ may mean a product that is simply free from HEMA, as, technically, it would be less allergenic. This can be misleading.”

Bekka continues: “We believe that if we continue to use this term, we are inadvertently adding to a false narrative that these products are ‘safe’ and free from risk. So, we are using the term ‘Minus4’ (-4) in reference to Nail Order products that are free from HEMA, HPMA, IBOA and di-HEMA.

“It is important to add that while these allergens are most common in this industry, it is still possible to react to other chemicals within nail products, hence why ‘hypoallergenic’ products can still cause an allergic response.

“We hope that this terminology will help educate both nail technicians and clients on the term ‘hypoallergenic’ when it is used in the nail industry, and understand that there are always risks involved when applying chemicals to the body.”

To purchase -4 products and find out more about the brand, visit www.nailorder.co.uk