MiniLuxe

MiniLuxe: clean nail care and waxing studios with its own product line

MiniLuxe presents itself as an ethical and clean nail-care brand that combines premium nail and waxing studio services with a line of better-for-you products. The company states that it has been delivering nail care and waxing services and products for 15 years and counting, and frames its activity around clean experiences, self-expression and the empowerment of its designers.

Services and studio model

The core offer is manicure and pedicure services, referred to on the site as “More than a Mani”, together with waxing. The company describes its studios as places for clean and healthy nails and waxing, and its waxing specialists are called “editors”. The site also lists services, events, group booking and a studio finder, and invites users to book appointments online.

Pure Polish and nail care products

MiniLuxe sells its own Pure Polish line, with individual shades priced at $14. The catalogue is organised by colour (red, pink, orange, yellow, green, blue, purple, black, brown, gray, neutral and white), by finish (glitter, shimmer, metallic, creme and pearl) and by collection, including The Naked Collection, a 10 Year Anniversary collection and a Universally Flattering selection. Named shades include Title Town, Glazed, Champagne, Coconut, Boston Ballet, Boss Lady, Southern Belle, Prima Donna, Grace, Reflection, Eden Roc, Just Listen, Nicole, Tai, Peony, Girls Just Want to Have Fun, Royal Fuchsia, Snocone, Lisbon Pink, Desert Rose, Tradition, Lipstick, Soaring Dragon, Number 1, Big Poppy, Watermelon Crush, Blossom, Magnetic, Summer Fling, Generosity, Citrine, Havana (sold out), 90210, Momo Sunshine, Thanhnha, Carnelian, Golden Hour, Marigold, Festive, Calla Lily, Mint Julep, Match Point, Breakfast at Tiffanys, Moss, Evergreen, Fresh, Summer Breeze, Bridgette's Blue, 2014 and Poolside.

Beyond polish, the nail care range includes a Cuticle Oil Trio Set, Pure Strength Nail Strengthener and a Nourishing Cuticle Oil Dropper. The hand and body line comprises Hydrating Body Cream, Himalayan Salt Scrub and Exfoliating Sugar Scrub, with a fragrance-free Hand Renewal Cream priced at $22. Sets include the Dynamic Duo Set, The Starter Set, the Complete Treatments Set, the Cuticle Oil Trio Set, The Naked Collection, The Perfect Reds, The Perfect Pinks, The Bridal Collection, The Essentials Collection, The 10 Year Anniversary Collection and the Universally Flattering Set. The Hand Care Ritual Gift Set is listed at $40 (reduced from $54), the Nourishing Cuticle Oil Rollerball Trio at $56 (from $66), the Dynamic Duo Set at $42, The Starter Set at $56, the Complete Treatments Set at $90, the collection sets at $36 (from $42) and The 10 Year Anniversary Collection at $72 (from $84).

Product standards

The company states that its products are 8-Free, meaning free of the eight most toxic ingredients in nail care, are cruelty-free and never tested on animals, and are made in the USA. It also states that its best-selling Nourishing Cuticle Oil Rollerball is EWG Verified.

Origins and positioning

MiniLuxe says it was founded with the aim of changing the nail industry by doing what is right rather than what is standard. The site quotes press descriptions of the company, including references to a different business model in which nail technicians receive 401k, paid vacation time and health insurance, to its reputation for ultra-sanitary manicures and pedicures, and to its minimalist interiors and waxing specialists. These statements are presented as the company's own positioning and as quoted coverage.

Online shop and customer communication

The website combines the studio side with an online store, a blog, a gift guide and gift cards. It advertises free shipping on orders over $50 and a 20% discount on a first online order for newsletter subscribers. The site also lists sections for events, working with the company and franchises.