Who's V

We’re not here to BS you - quite frankly, brands do that to you enough as it is. Over 5 years ago, we began our journey with the mission to redefine the beauty industry’s standard of “pretty”. Pink and white packaging became a norm that promoted a one-size-fits-all mentality and we refused to buy into it. We wanted to build a brand for our audience to feel like they truly belonged. A space that honors differences and highlights unique self-expression. Our dark black, matte bottles are a simple way of doing just that - we don’t fit into the status quo and it’s okay if you don’t either (and hey, it’s okay if you do). We believe you should be who you are and express yourself as you wish - we aren’t here to judge you and the community we’ve started isn’t either. 

We put our heart and soul into everything we create in order to make products that help you transcend your nail game into double-look territory. We research and develop each item for months (sometimes years) before it ever makes its way onto our site, which is why we have a smaller product line than other nail brands. We refuse to dilute our products because lowering our standards of excellence for the sake of increasing profits is just not in our DNA. 

Whether you’re a DIYer or an experienced nail pro, there’s always a seat for you at our table. Hi, we’re V Beauty Pure.