Essie launches the Gel Couture collection

May 17, 2016

What happens when you combine fashion with beauty? You get the Gel Couture collection by Essie.

Inspired by the couture world, the line was officially launched in Canada on May 17. The collection features 42 vibrant shades, ranging from soft pastels to deep reds, curated by Essie’s Global Colour Designer, Rebecca Minkoff.

With up to 14 days of wear, Essie has created a range that is focused not only on long-lasting nail polish but also a trendy and very complementary bottle design, which was “inspired by the covetable, twirling dresses of the runway.” Each bottle has a patent-pending swirl stem brush with a tapered cut that easily hugs the curvature of the nail, ensuring a smooth colour application.

“The beautiful new bottle fits comfortably in the palm of your hand, while the … brush design delivers the perfect amount of polish for flawless application every time,” says Rita Remark, Essie’s Global Lead Educator and Lead Nail Artist.

Rita Remark poses with the new Essie collection.

Rita Remark poses with the new Essie collection.

What makes the collection particularly unique is that it features a two-step application: two coats of colour, followed by a single coat of top coat, with no UV or LED lamp necessary. In addition, the removal is easy with any standard nail polish remover. No soaking is required.

The line is equally suitable for application at home or in a salon, delivering an instant gel-like shine.

The entire collection is divided into four segments: Atelier (focused on neutral shades), First Look (all about pastels), Fashion Show (embodied by the “brights”) and After Party (think of deep colours). Each colour family has a distinct feel, inspired by couture moments, from the atelier to the after party. Similarly, each shade’s title was inspired by the world of fashion couture.

A close-up shot of the 42 Gel Couture colours.

A close-up shot of the 42 Gel Couture colours.

The names of each colour are playful and fun: Take Me to Thread, Sheer Fantasy, First View, Pre-Show Jitters, Dress Call, Sit Me in the Front Row, Model Clicks, and the list goes on.

Available at stores across Canada from June 14, the timing is perfect for an eventful summer!

By Hannah Yakobi
Photography by Tara West

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