How Nails Inc redefined beauty with its #nailinglife campaign

‘It’s Topless’ is a one-step, 4-in-1 gel-like polish that simplifies beauty without compromise — treatment, base coat, colour, and top coat in one layer. We used it to spark a cultural conversation, challenging impossible beauty standards and reframing nail care as self-care.

#NailingLife became our rallying cry.

We led with messy, in-motion, real-life moments: school runs, Zoom calls, last-minute plans — where ‘It’s Topless’ fits effortlessly. No perfection, just polish. Creators known for honesty over gloss showed the product in context, while memes, TikTok-native edits, and stripped-back visuals kept it relatable and platform-first.

The campaign spanned the UK, US, and Canada, appearing everywhere from Instagram Reels to Times Square. Results spoke volumes: 843.2M reach, $3.5M sales, +34% brand searches, 90% positive sentiment, and SKUs selling out across Target, Walmart, Amazon, and Superdrug.

We didn’t just sell a product — we built a movement. #NailingLife became shorthand for living life imperfectly but confidently, embedding Nails.INC into cultural conversation and redefining beauty marketing in a declining category.

Objectives

• Launch ‘It’s Topless’ as a breakthrough beauty innovation, driving awareness, engagement, and sales across UK, US, and Canada.
• Reframe nail polish from an aesthetic luxury to a symbol of reclaiming time and resisting perfection pressures.
• Embed Nails.INC in broader cultural and lifestyle conversations beyond beauty enthusiasts.
• Achieve sales targets in key retailers to ensure continued product listing and prime shelf space.

Insight & Strategy

Social listening and research revealed our audience — time-poor, multi-tasking women — wanted efficiency without compromise. They were overwhelmed by life’s layers and societal perfectionism. Our core truth: the same beauty rituals that can feel like “another layer of pressure” could become acts of self-care if reframed with empathy.

We positioned ‘It’s Topless’ as the perfect fit for real life: a multi-functional, one-step polish that saves time without sacrificing style. Our campaign heart: #NailingLife — a movement celebrating the messy, imperfect, busy reality our audience lives every day.

Creative Concept

Instead of aspirational perfection, we showcased candid, chaotic, joyful moments. School runs, video calls, last-minute plans — each scene anchored the product as the quick, confidence-boosting layer you do want in your life. Tone: witty, relatable, culturally fluent. Formats: TikTok trends, Instagram Reels, UGC-style creator content, and memes.

Execution

Platform-First Approach

• TikTok: Fast cuts, trending audio, in-app overlays.
• Instagram: Stripped-back aesthetic, inspirational tone, and memes.
• Cross-platform: Ongoing UGC-style demos to cement everyday utility.

Creators-led Storytelling:

• We partnered with disruptive beauty creators who value honesty over perfection, delivering authentic, story-led integrations of ‘It’s Topless’ into their day. Examples: a creator squeezing in a mani between meetings; another painting nails in the car mid-chaos.

Craft & Design:

• Native graphics, minimal retouching, clean framing of hands.
• Copy fused humour with empathy: ‘Because you don’t need another layer of pressure.’
• Memes and quick-fire relatable content for shareability.
• Real-life context always came before product glamour shots.

Standout Moments

• Times Square digital takeover for cultural impact.
• #NailingLife hashtag as an ongoing rallying cry.
• Creator-led storytelling as mini social ‘episodes’ audiences could follow.

Impact

Scale & Reach:

• 843.2M total reach
• 352M paid impressions
• 12.6M influencer reach
• 15.6K+ earned mentions

Cultural & Brand Impact:

• +34% increase in brand searches
• +130% increase in brand mentions
• 90% positive sentiment; audiences said they ‘finally feel seen’

Commercial Impact:

• $3.5M sales during campaign window
• 92% YoY growth
• ‘It’s Topless’ accounted for 50%+ of total revenue in period
• Sell-outs at Target, Walmart, Amazon, and Superdrug - securing future shelf-space for the ‘It’s Topless’ range at key retailers

Long-Term Equity:

#NailingLife now lives as an ongoing brand platform, embedding Nails.INC deeper into identity-led lifestyle conversations and reinforcing authenticity in beauty.

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