Nails Inc, It’s Topless 4-in-1

INSIGHT
Women are expected to nail everything, even when life is chaos.

IDEA
We launched It’s Topless 4 in 1 with #NailingLife, a campaign that rejected perfect beauty culture and celebrated the messy reality instead.

School runs, Zoom calls, last minute plans, life admin, half finished everything. The campaign used creators, memes, TikTok, Reels and a Times Square moment to make nail care feel funny, honest and actually useful.

RESULTS
843.2 million total reach. 3.5 million dollars in sales. 92 percent year on year growth.
34 percent increase in brand searches. 130 percent growth in brand mentions. 90 percent positive sentiment.
Sold out at Target, Walmart, Amazon and Superdrug.
Gold in Social at The Drum Awards 2025.