First Look: Essie Debuts Gel Couture
Known for trendy colours and quirky shade names, Essie is expanding its nail-care offerings with Gel Couture, a new 42-shade line of long-wear polishes, designed for both pros and consumers. A happy medium between the brand’s existing lacquer and its in-salon gel offering, the glossy polish wears for up to 14 days when protected with the line’s new quick-dry topcoat (no UV or LED lamp required), and it removes easily without soaking.
A departure from the classic Essie bottle, Gel Couture’s twisted version is meant to mimic the twirl of a gown, while the “swirl stem” brush has a tapered cut for easy application. “Not only is the brush user-friendly, but there’s a plush, dense amount of bristles, so it holds a lot of product,” says Rita Remark, Essie’s global lead educator. “It’s not going to drag the polish down the length of the nail, and the swirl stem delivers the perfect amount of polish, meaning you don’t have to double-dip.”
Each chic shade, inspired by couture, is categorized into four colour families: Atelier, 12 soft neutrals; First Look, six poppy pastels; Fashion Show, 12 head-turning brights; and After Party, 12 statement deeps.
Essie Gel Couture will be available June 14 at drugstores and select salons across Canada.