Nails Inc, It’s Topless 4-in-1

…that time we launched a 4-in-1 nail polish through social.

Modern beauty culture tells women to be everything, all at once, and to do it flawlessly. Nails.INC had a different take.

The #NailingLife campaign challenged impossible beauty standards and reframed nail care as self-care. School runs, video calls, last-minute plans: real life, celebrated honestly. No aspirational perfection, no impossible standards. Just one quick, confidence-boosting layer you actually want.

Creators, memes, TikTok trends and Instagram Reels brought the campaign to life with wit, warmth and radical relatability. A Times Square OOH takeover amplified the moment for cultural impact. And audiences responded: 90% positive sentiment, with people saying they "finally felt seen."

The results spoke for themselves. It's Topless sold out at Target, Walmart, Amazon and Superdrug. The campaign drove $3.5M in sales, 92% year-on-year growth and a 34% increase in brand searches. With 843.2M total reach and 130% growth in brand mentions, #NailingLife became more than a hashtag. It became a movement.

… and the Drum Awards GOLD in Social for 2025.