by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
Founder and CEO of Rave Nailz, Braelinn Frank’s journey began with a personal desire for amazing nails without the price tag of a salon visit. “It was difficult to get in with the nail artists that I wanted so I could get those really cool looks that we’re now seeing on the red carpet everywhere. I mean, people aren’t just wearing basic nails anymore. It’s all about the artistry now.”
“Beauty is not just fixing things anymore,” Frank explained. “It’s a way of self-expression.” This ethos became the bedrock of Rave Nailz. “We’re the first brand replicating true nail artistry in a press-on format. Our nails are designed with dimension, artistry, and quality. They are also made to look and feel like an actual manicure.”
Frank started an Etsy shop nearly a decade ago, before press-on nails were mainstream, she said. “I very quickly started to see demand. My first wholesaler order was from Dolls Kill, and I hand-painted every set. I hired friends to help me.” She decided to use the money from the wholesaler orders toward manufacturing six styles and then the pandemic hit.
“All of a sudden people were down to try press-on nails because it was an experimental time and people were sitting at home. They couldn’t go to salons. I was able to really ramp up the business.”
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With nail trends ever-changing, “I am personally so into art and fashion, so I’m able to predict what’s happening next,” she notes. Currently, 3D elements are all the rage in the nail world, a void she says Rave Nailz is uniquely filling in the press-on market. This includes hand-painted brushstroke effects, reflective chromes, and the mesmerizing “cat eye” effect, where color appears to have depth and a metallic shimmer. “I’m really excited for our holiday styles, because we’re combining that effect with gold metallic details.”
While Rave Nailz’s roots are firmly planted in an alternative aesthetic based on Frank’s background, the brand is now expanding its stylistic horizons. “We’re branching into other styles for the Y2K-Gen Z generation,” including colorful and expressive designs. “I love going to music festivals, so there is a load of inspiration there. I started in the music industry doing graphic design and art.” She also noted that she enjoys travelling and gathers inspiration from that as well.
Rave Nailz thrives on authenticity and a
deep connection with its customers. “We’re real,” Frank emphasizes, contrasting her brand with others that might be capitalizing on a trend. ”As a founder, I’m very involved and I talk directly to the customers. I’m on Instagram, in people’s DMs, because I genuinely want to be. If they have a question, I want to talk about it. So I feel like people see and feel that and connect with it.”
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Looking ahead, Frank believes press-on nails are not just a trend, but the future of how nails will be done, even being adopted as a service in salons. She boldly asserts, “Press-on is literally going to replace the salon. We are the new salon manicure.”
Overall, Frank says press-on nails are a more sustainable way of doing nails. She also states that their products are always vegan and cruelty-free, with ongoing efforts to improve packaging sustainability as the brand continues to grow.
With four new collections in the pipeline, each promising enhanced fit, natural aesthetics, and impressive durability, Rave Nailz is consistently pushing the boundaries of what press-on nails can achieve. Available on their own website, boutique locations, and Follett Bookstores on college campuses, there is also a major retail rollout in the near future.