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After launching its first at-home mani system in 2019 and then expanding to the world of press-ons in 2021, Olive & June is growing its at-home nail empire once again. On Thursday, it launched its gel mani system, which will become available at Target in January. In the future, it will launch at Walmart and Walgreens.
“Gel has always been top of mind because of our salon heritage,” said Olive & June founder and CEO Sarah Gibson Tuttle. Prior to the pandemic, Olive & June operated three nail salons in Los Angeles. “People love gel, and it’s getting more popular in the market. And we know the demand for at-home options is there — 47% of gel users we surveyed are doing gel more at home than at the salon,” she said.
The new kit offers soft gel polish. Hard gel, an increasingly popular salon offering, could follow, Gibson Tuttle said. “We humbly believe we started the DIY nail revolution,” she said. “We’ve taught millions of people to paint their nails, and now they can up the ante.”
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