Nails Inc founder Thea Green on how to launch a sister brand with staying power

From meeting the Queen to 'Instagrammable' NPD, Thea Green talks to Cosmetics Business about her new lipstick business INC.redible

Thea Green (centre) and models promoting INC.redible Jelly Shot lipstick

Last year, Thea Green announced that Nails Inc would have a sister company, INC.redible – almost 20 years after she made her business debut with the leading nail brand.

Launched in 1999, Nails Inc became one of Britain's most popular brands after the former Tatler journalist noticed a gap in the market for a US model of walk-in, well-priced manicure nail bars.

So what does it take to create a long-lasting nail brand and what should we expect from INC.redible? Here, Thea Green talks to Cosmetics Business about her NPD inspirations, entrepreneurial lessons and surviving the digital revolution.

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