NEW YORK -- Buff Beauty, a new nail care brand from Birchbox co-founder Katia Beauchamp, launched recently on the premise that the bare nail is a style statement and a polished look in its own right.
"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."
Buff Beauty with a nod to a cultural shift toward pared-back, intentional beauty, letting what is underneath shine through. For years, having "done" nails meant covering the natural nail. Buff makes a case for the opposite, a bare, beautifully kept nail is a "done" look.
Buff Beauty is not anti-polish, but an alternative to the endless cycle of polish, breaks, resets and long salon appointments. It is creating simple habits for the parts of the body that are often overlooked. Buff's products are for everything wrists down and ankles down -- nails, hands and feet-- tended to with the same intention and design sensibility brought to facial skincare.
The collection includes 23 SKUs and brings a design-first point of view to the nail category. The Sole Foot File, Dune Nail Brush, and RidgeRings were developed with jewelry designer Susana Vega and were designed to be displayed as functional objects of art.
The Buff Routine is a three step model based on the daily ritual of facial skincare and is designed to make a beautifully bare nail effortless to maintain. It includes:
RESURFACE: Surface Exfoliant. A chemical exfoliant with Lactic Acid and Glycolic Acid that refines the natural nail surface and surrounding skin, prepping both for the treatments that follow.
RESTORE: Strengthening Serum. A base of humectants combined with Keratin Amino Acids and Biotin that delivers targeted care for stronger, more hydrated, healthier-looking nails and the skin around them.
REVIVE: Finishing Gel Oil. A gel oil with Olive Oil, Jojoba Oil, and Apricot Seed Oil that nourishes and seals in moisture for a smooth, glossy finish, like lipgloss for your nails.
"The best beauty routines are the ones you can actually keep," Beauchamp adds. "Whether you're between appointments, taking a break from polish, or wearing bare as your signature, Buff takes only a few minutes and looks intentional every time."
