Already present through a well developed network of over 250 stores in Europe, Australia, Canada, Dubai and Asia, the company’s latest flagship store is in New York city’s Time Square.
The launch party was attended by supermodel Ann Rubik, together with Wojtek Inglot, a former formulator working in the area of research and development who set up the company 20 years ago.
Launch of 'breatheable' nail varnish
The launch party was also a platform for the unveiling of the company’s latest international product release, O2M, which is claimed to be the world’s first ‘breathable’ nail varnish.
Inglot describes the business as a luxury cosmetics provider that markets its products at ‘every day value prices’, while also fusing high-end science driven technologies into its formulas.
O2M has been formulated to increase the oxygen and water vapour permeability of the nail varnish, which is said to give a glossier finish, while also reducing the tightness of the varnish, in turn allowing nails to breathe.
Specialising in colour
The company specialises in colour cosmetics in a wide spectrum of hues, which, on top of nail varnish includes lipsticks and gloss, mascara and pencils, cover-up, shadows and blushes.
The business has already proved to be highly successful in Canada, where it is based in Montreal, so the logical step was to take the company’s expansion plans to its larger neighbour.
Internationally, the company has been well received by consumers because of its colour pallets, which are said to give women more choice, making it easier to find an all-important colour match