Nailed It! Tenoverten Brings Nontoxic Nail Care to Target
In a move that proves green beauty is more in demand than ever, Tenoverten—the nontoxic nail care brand that’s inspired a cult-like following throughout New York City, Austin and Los Angeles—is launching in big box retailer Target this month.
Tenoverten was founded by Nadine Abramcyk and Adair Ilyinsky to fill a void in New York City’s nail salons. The co-founders wanted to create a relaxing, chic atmosphere that felt more like an upscale apartment and less like a typical nail salon.
In 2011, they partnered with Creative Director Jaclyn Ferber to create nail polishes free of the eight most toxic ingredients found in most nail polishes: formaldehyde, dibutyl phthalate (DBP), toluene, formaldehyde resin, camphor, ethyl tosylamide, xylene and triphenyl phosphate (TPHP). The result was a collection of long-wearing, safe polishes that perform beautifully without compromising the health of the people applying them, or the people wearing them.
Now, in a move that will make this green beauty favorite available to households all over the U.S., Tenoverten is launching 24 shades of its nail polish in 800 Target stores across 49 states, and at target.com. In keeping in line with Target’s “affordable” ethos, the shades will be retailed at $12 each.
“Our priority has long to been to get safer nail care into the homes of as many people as possible, and we are thrilled with the opportunity to partner with Target to affect positive change in people’s daily routines,” Nadine explains. “While many people shop beauty online or in their local salons, we’ve found many who are looking for safer, better-for-you beauty options to be readily available, along with other personal care and household needs. We are excited by Target’s ability to deliver our message of conscious nail care in this type of convenience driven shopping environment.”
In addition to its wide shade range, Tenoverten will also offer Target customers nontoxic cuticle oil, a base coat to strengthen nails and drops to speed the drying time between coats.
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