UNDN LAQR is the US singer’s first-ever brand and is aimed to suit all customers – even aliens
Men wearing nail polish has become commonplace in beauty, and no one is more famed for intricate nail designs than US rapper and actor Machine Gun Kelly.
Now, after years of sporting lavish nails on the red carpet and on-stage, Kelly, Born Colson Baker, has developed his own nail varnish brand.
UNDN LAQR is the Bloody Valentine singer’s first ever brand and he has hit the ground running in terms of product launches.
Complete with ten single colours and two top coats in matte and gloss, all of which make up the eight colour trios and three Kits – containing six colours – the shades have been chosen to wear all year round.
Shades include a fuschia pink named Party Favor; Sandstorm, a beige colour; Blank Canvas, a brilliant white; and a pastel blue named Bad Tendencies.
Depressionist, meanwhile, is a Sharpie black hue that Baker created to recall painting his nails for the first time with a black Sharpie in school.
Movie star girlfriend Megan Fox is also said to have had a hand in the product names, with Twenty Five to Life, an orange-red shade, selected by her.
But it’s not just about making shades for all seasons; Baker told Allure that there is an emotional motive behind the brand as well.
“A lot of my music was for introverts, for the people scared to be vulnerable,” he said.
“I know that a lot of people don’t have the external courage to start conversations with people. I’m like that, I’m super shy when it comes to starting conversations.
“But when I went and got coffee, one of the first times when I actually had my nails done, I went to the counter and the guy was like, ‘Wow your nails are so beautiful’.
“It makes you want to be open in conversation. You spend time taking care of yourself and paying attention to a detail and then somebody else appreciates that detail. [It’s] for sure a social connection.”
Deeper meanings aside, he wants his customers to have fun with his new brand and likened it to the Willy Wonka of beauty.
“[UNDN LAQR] is the Willy Wonka of what beauty is to become. I can’t express enough how I want [to offer a] full experience.”
And the launch, which took place this month, proved a hit with customers – a group which Baker said includes everyone, even aliens if they reveal themselves!
UNDN LAQR’s website has already sold out of a selection of the singles shades, trios sets and all of the Kits.
In terms of price point, the brand is at the premium end, with a single polish retailing for US$18. Trios go for $52, meanwhile, and a Kit will set shoppers back $86.
This is similar to the price point for Harry Styles’ Pleasing nail varnishes, which retail at £16 for one, or £50 for a set of four.