In conversation with Thea Green: The Nails.INC founder on building a beauty empire and those cheeky nail collaborations
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Few beauty founders have had as significant an impact on the industry as Thea Green. Committed to creating formulas as beneficial as they are fun, Green launched Nails.INC in 1999, inspired to help people prioritize nail care and make it fun.
The brand is best-known for its time-saving polishes that offer the same kinds of results you'd experience with a salon manicure. It's all about bridging the gap between fun and function, with innovations that simplify nail care and the most unforgettable collaborations imaginable.
Great nails are easy to achieve thanks to Nails.INC, whose groundbreaking formulas dry in as little as 45 seconds.
With a rainbow of colors and dozens of fun collaborations, 'jelly' finishes, and exciting launches upcoming, Nails.INC is one of the most innovative brands in the beauty world.
We spoke with founder Thea Green to learn about the company and her go-to nail tips.
From scented to sequined polishes, the Nails.INC lineup is truly fabulous and so easy for anyone to use - even those who are finicky about their nails.
We caught up with Green to talk about how those collaborations come together, what drives her ideas, and the one product she swears by when she's short on time.
In Conversation With Thea Green
DailyMail.com: Nails.INC's collaborations have always been epic. Do you develop those ideas with a clear idea and a specific partner in mind?
Thea Green: Our collaborations always start with a feeling or a cultural moment we want to tap into. Sometimes we have a specific partner in mind, but more often it's about identifying brands that share our playful spirit and obsession with innovation.
DailyMail.com: What drives the innovation behind your formulas and products? It's Topless is such a great example because it's genuinely genius!
Thea Green: Innovation has always been at the heart of Nails.INC. I'm constantly looking at how we can make beauty work harder, smarter, and more intuitively for our customers. 'It's Topless' is a perfect example of that. It's a true 4-in-1 innovation that combines base coat, treatment, strengthener and high-shine finish in one, designed for real life when you don't have time for multiple steps. We asked ourselves, how do we streamline the entire process without compromising on performance? The result is a formula that delivers care and colour in less steps.
DailyMail.com: Nails.INC has grown so much over the years. What feels like the biggest challenge for you at this stage?
Thea Green: As we’ve grown, the focus has been on preserving the entrepreneurial energy and creativity that defined our early days, while evolving into a global brand. It’s about continuing to move quickly, stay responsive, and embrace bold ideas as the business expands. At the same time, being committed to ensuring everything we do remains authentic to who we are and continues to genuinely inspire and excite our community.
DailyMail.com: What's your go-to nail tip for keeping nails looking great when time is of the essence?
Thea Green: It has to be It’s Topless 4-in-1. It’s my go-to because it gives you that polished, glossy finish while also treating and strengthening the nails at the same time. It’s infused with bio-peptides, so you’re getting that added care and repair in one step-perfect when you’re short on time.
DailyMail.com: What is your secret to multitasking and establishing work-life balance?
Thea Green: I think it’s less about perfect balance and more about being intentional with your time. Spending quality time with my family is a huge part of that for me. It’s how I properly reset and stay grounded, especially with such a fast-paced schedule. Also, surrounding yourself with a strong team makes all the difference.
DailyMail.com: What's next for Nails.INC - and what are the ideas that you're most excited to explore?
Thea Green: We’re always looking at how to push boundaries within beauty. I’m particularly excited about continuing to blur the lines between beauty, fashion, and lifestyle, and creating moments that feel both disruptive and accessible.
