Skincare for your nails. Summer 2026.
The beauty industry has skinified almost everything. Hair became scalp care. Lips became serums and masks. Body got actives, acids, and SPF. K-Beauty taught us to treat every surface like skin–layered, ingredient-led, treatment-first. Even makeup became skincare: niacinamide foundations, hyaluronic acid blushes, peptide mascaras. The line between what "treats" and what "decorates" has collapsed into one expectation: performance. But look down. Our nails, hands, and feet are still living in the cosmetics era, where "treatment" is mostly a step toward covering the nail- polish, gel, press-ons. The skin that shows our age the fastest. The feet that carry us through the world. The bare nail beneath all that cover. Still so much whitespace. If there's one thing I learned building Birchbox, it's how to read what's next not by chasing trends, but by noticing where consumer behavior and category readiness lean before the shelf catches up. After a decade of sampling hundreds of brands a month, you start to feel the difference between a moment and a shift. This one is a shift. A new road, ready to be paved, together. Consumers have leveled up how thoughtfully they consume across every category. Ingredient transparency, daily-use formulas, visible results- now universal across beauty, except here. The vocabulary is missing. The science is overdue. The category is undefined. That gap is exactly what my team and I are building at Buff. I'm so energized by what we're creating. If you want a first look, join our waitlist—I'd love to share what's coming next. buffbeauty.com