Nails.Inc is continuing its streak of playful, food and beverage-inspired innovation — this time, with McDonald’s.
The U.K.-based nail brand has teamed up with the fast food giant for a limited-edition collection of nail polishes, stickers and press-ons launching Tuesday on Amazon and nailsinc.com, and rolling out to Target stores nationwide on March 3.
“We love doing those unexpected, out of the box collaborations,” said Nails.Inc founder Thea Green, who has previously tapped White Claw, Froot Loops and Cheez-It for limited-edition collections. “There can be a lot of collaborations in beauty and fashion, so I think if you want to tread in that space you want to create something that makes the customer go, ‘Oh, I would have never thought of that.’”
Prices in the collection range from $6.99 for a press-on “French nail” set, which features French fries on almond-shaped nails in a classic nude shade, to $8.99 for both the red-and-brown mini polish duo and the full-size red polish, both of which come with different assortments of burger, French fry and golden arches-inspired stickers.
The line also includes a shimmering gold hearts nail topper polish, $8, a nod to McDonald’s “I’m Lovin’ It” slogan.
McDonald’s x Nails.Inc gold heart topper polish.
“McDonald’s fans are always finding different ways to express their love for the brand, including through their nail art,” said Jennifer DelVecchio, McDonald’s senior director of global brand, content and culture, in a statement to WWD.
“You have those people who are collab-obsessed, and then those who are brand-obsessed who love McDonald’s, as well as those who are merch-obsessed, so you really bring a new audience to the brand through these kinds of collaborations,” said Green, adding that the collection has been a year in the making.
Though McDonald’s has previously partnered with a slew of fashion brands including Cactus Plant Flea Market, Palace and Crocs, this collection marks the restaurant chain’s first foray into beauty.
“With McDonald’s, it was very quick — we saw the vision straightaway for the burgers, the ‘I’m Lovin It,’ the hearts. We’re a relatively small company, so if a brand is just looking for a quick buck in terms of licensing, that’s not us — we’re trying to create something that feels authentic and really explores the connection between two brands,” Green said.
