Buff Beauty Launches, Created by Birchbox Co-Founder

Katia Beauchamp, co-founder of Birchbox, is setting her sights on innovating nail care with her new brand, Buff Beauty. Launching today, Buff Beauty is betting that the statement-making bare nail isn’t a passing trend—it’s here to stay.

“For a long time, feeling ‘done’ has meant covering the natural nail with color,” says Beauchamp. “Buff expands that definition. We’re making the case that a bare nail is an accessible style statement, intentional, elevated, and entirely your own, not an afterthought or an absence of style.”

Bare nails are an elevated aesthetic that showcases healthy-looking nails. There’s no brightly colored polish to distract the eye from any imperfections. The look requires perfectly filed nails and pushed-back, moisturized cuticles.

Achieving this elevated nail look at home, or maintaining it between nail appointments, requires what’s currently missing in nail care—a set of tools that are easy for non-professionals to use.

Buff Beauty is delivering, with a skincare-inspired system of treatment products and design-led nail care tools.

Buff Beauty says it’s not anti-polish. It’s an alternative to the endless cycle of polish, breaks, resets, and long salon appointments.

The nail care tool collection includes 23 SKUs. The Sole Foot File, Dune Nail Brush, and RidgeRings were developed with jewelry designer Susana Vega. They are “functional objects of art,” the brand says. It is bringing “a design-first point of view to a category long treated as purely functional.”

Buff Beauty aims to expand nationally to retailers this fall.

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