A passion for colour and fragrance
Colour has always been a source of inspiration for me, drawing me to vibrant hues that express my personality. In previous roles, where black workwear was the norm, I often longed to wear my favourite pink dresses. This passion for bold, lively colours is at the heart of LORDS Fragrance House. I wanted to break away from the traditional aesthetics of the luxury scent world and create something unique, vibrant, and full of life.
LORDS Fragrance House is a family affair, with a strong connection to The Aroma Company, led by none other than my mother—a powerful and influential figure in both my personal and professional life. Together, we manage both businesses from our Oxfordshire office, where we balance creativity and business in perfect harmony.
And of course, no day is complete without the presence of our beloved office mascot, Khutzey, who keeps us company as we bring our passion for fragrance to life.
We spotted a gap in the market for an affordable, good quality traditional nail polish – one that was kind to your nails but that also fitted in with our busy lifestyles (work, kids, dogs etc!). We had worked in the beauty industry in our native Denmark for many years and one day, we decided that we needed to fill the gap. We are just the 2 founders with a huge passion for affordable and sustainable beauty. We work with small freelance teams around the world to grow the NailKind brand.
We have the best formula that gives long wear and at an affordable price. The formula is fast drying to fit in with busy lifestyles. Our brush is specially designed to aid application, not only in the speed but the accuracy. So anyone can do at-home manis. Most importantly the formula is kind to your nails thanks to its ingredients which are ethically sourced. We are cruelty-free and vegan too.
If you have damaged nails thanks to gel usage, NailKind is a great alternative because as well as being kind and helping strengthen nails with our Nail Care range, our nail varnishes give a gel-like effect.
The Nailkind team get together, we all live with the colour on our nails, then we bounce ideas off each other, sometimes we pitch them to anyone from our kids to industry friends – it’s one big pot of ideas. We always look at all trends and inspiration daily. We then select the colours that we believe are perfect for our consumers. We often use their input through comments on social media and reviews and when we meet them at events. They love getting involved and we have a really great nail community. It is really important not to “just add another colour” – all colours we add must have a Danish, subtle, and sometimes vibrant twist. Our colours are not like any other colours.
Yes, we have to be cruelty-free and vegan-friendly and kind to the environment as well as our customers’ nails. Our products are produced in France and every part of the process is sustainable and ethical. Everything is monitored and checked to a great level of detail? It is what we are all about. We want to do good for the environment and we want our product to be kind to the consumers
Pernille: My children are my greatest inspiration; their unique perspective on the world and their ability to spot trends in ways I never would remind me to embrace curiosity and creativity. They motivate me to push my boundaries and strive for my best every day.
Lise: My dad inspires me to work hard and always give my best. His unwavering dedication and commitment remind me that perseverance and integrity are the keys to success.
Pernille: I would say it is winning the consumer choice award in Danish Beauty Award in 2020, where we were up against 15 well-known brands and we were just a new-comer with a mission. NailKind has also won many, many awards. Another highlight is that this summer, NailKind will enter the US market.
Lise: One of my biggest highlights was entering the UK market and launching our dotcom business. UK consumers really embraced our brand and it was great to feel the love outside of our home market. We hope to reach out to even more consumers and keep winning all the industry awards. As well as introducing the latest colours and nail care products to keep surprising and delighting our fans
We were also thrilled when our shade, Burning Love, won best Nail Care with Woman & Home in 2023
Many of our collections are inspired by colours and places around Copenhagen. The latest collection, Pure Confidence, was inspired by power-dressing – when you put on an item of clothing, a piece of jewellery or a slick of red lipstick, that gives you that instant feeling of confidence. We wanted to channel that feeling into a collection of nail varnishes because having great nails is always the cherry on the cake in terms of accessorising.
Yes we are always on the eye out for trends but a lot of what we are inspired by is surrounding us – nature, city life and our travels. However we are also influenced by many industries such as fashion, interiors and food. They are all great inspiration
Our customers are wide-ranging which we love. Colour is so subjective and we have a great portfolio of colours so there is always something for everyone – including those who don’t like nail varnish. Our nail care range is incredible too!
We connect with customers through social media, our website, particularly customer reviews, and emails. We love coming to shows such as W&H Christmas Live to meet everyone in real life
It is truly the fact that you are involved in every single part of the business. Everything from design to standing watching and monitoring the production. Little things like packaging and sending products out to influencers, going into our stores and ensuring the line up is perfect, answering questions and communication with customers. Actually, the involvement with customers will always be our favourite part.
Knowing you market.
Research your target audience and competitors thoroughly.
Create a plan but be prepared to be adaptable.
Keep believing, stay passionate and have fun.
