Alexa Chung is the New Face of Nails Inc.

Alexa Chung is the New Face of Nails Inc.

Nails Inc. is celebrating its 15th anniversary by announcing "it girl" Alexa Chung as the new face of the brand. In addition to fronting the brand, Chung plans to collaborate on a six-shade collection of fabric-inspired polishes debuting in August.

Nails Inc. customers will get a preview this June with the launch of the limited-edition shade Red Lace available online at

About Nails Inc.

Founded in 1999 by young entrepreneur Thea Green MBE (for services to the Beauty Industry), Nails inc is a leading fashion forward nail brand with a bestselling, highly sought after product range. Nails inc provides the ultimate in affordable luxury and is famous for its innovative, catwalk inspired, professional products.

The idea for Nails inc came about in 1999 when Thea was just 24 years old and working as a Fashion Editor in London. Thea spotted a Gap in the market for professional high quality manicures and a more fashion forward range of products for women with little time to spare and she set about launching nails inc. With lots of hard work and plenty of creativity, Nails inc was born. Thea began developing the Nails inc product range and opening the first Nails inc salon near London's Bond Street.

Thea's fashion background played a huge role in the creation of the product range, ensuring that customers could always find the perfect shade to match the latest trends. Staying true to its London heritage, Thea named all of the products after famous London destinations such as Notting Hill Gate, Portobello, St James, Piccadilly Circus and The Thames.

Nails inc products are formulated with the latest professional technologies and are created for women who demand uncompromising quality and instant results. Fashion is at the heart of nails inc and as a result has become one of the leading color brands in the UK, with a unique ability to switch on the latest shades. Nails inc are always first to market with the hottest trends and product innovation, including special effects such as Gel effect, Leather effect, Denim effect and Floral polish coming soon. These revolutionary products are perfect for giving customers the opportunity to experiment with the latest fashions and effects.

Nails inc regularly work with fashion designers and are always spotted behind the scenes at Fashion Week, collaborating with designers such as Victoria Beckham, Alice & Olivia, Matthew Williamson, Preen, Vivienne Westwood and JW Anderson. Thea says "Having regular exposure to fashion designers and how they work, combined with the ability to manufacture new colors in an instant, has given us quite a unique edge within the nail industry. Nail polishes have become the ideal non-committal, affordable fashion accessory" explains Thea. "We regularly launch new nail colors from chic taupe to cobalt blue. It keeps our fashion conscious customers very happy, as they know they can expect the unexpected when it comes to new nail shades."

Nails inc works behind the scenes at fashion week and Thea creates a fashion week blog as the shows take place. Trend shades are matched there and then so the latest shades are available just a few weeks later.

Nails inc's product range is now available in over 25 countries.

Thea Green has won a number of business awards including Entrepreneur of the Year 2010 at the Woman of the Future Awards and the Retail and Consumer Award at the 2011 First Women Awards. In 2011, Thea was awarded an MBE for her services to the beauty industry, which was presented to Thea by the Queen at Buckingham Palace.