For years the nail polish industry has been focused on numbers. It started with 3-free; then 5-free; followed by 7-free and so on and so forth. All we knew was that the number had to go up. Up was good. Up was all it needed to go. And up it went.

At some point though, we believed that 9 was the limit. Any more than that and you’d be taking away the core essence of nail polish. The plasticisers, the film-formers, the solvents.

We needed something new. Something completely different. Something clean as well of course. But more importantly, something safe. Something that didn’t require toxic solvents like ethyl acetate and butyl acetate. Something that didn’t require oil-based derivatives like nitrocellulose.

We needed Aquajellie.