LVX and Chick Nail Polish call Chicago home
By Madeline Nusser For Sun-Times Media October 31, 2013 5:24PM
Updated: October 31, 2013 6:16PM
If there’s a time to grow a chic polish brand from the stereotypically dowdy Midwest, it’s now — and Branka Tomic, founder and creative director of local nail polish brand LVX, knows it. Nail polish has hit double-digit sales growth for three years in a row.
“The nail art movement has only improved our sales,” Tomic says, who has fans in nail designers like Astrowifey.
Julie Durakis, creator of Chicago’s Chick Nail Polish, agreed: “There are nail bloggers that, with a mention of your product or using your product in one of their tutorials, can help a color sell out.”
New nail art moves away from the airbrushes and harsh chemicals of previous decades; the focus is on handcrafted designs, with many artists using only the brush from the bottle. LVX touts its low-chemical, cruelty-free, thick, black and white shades to make nail art standards — linear designs, animal prints and polka-dots.
Chick found a winner in its best-selling “Hipster Chick,” a lime green polish with glitter.
“The colors that are the most popular always surprise me,” Durkis says. —Madeline Nusser