Minx founders Janice Jordan and Dawn Lynch Goodwin will arrive in Sydney tomorrow to attend the International Spa & Beauty Expo on the weekend.
Based in California, Janice and Dawn (who ran a beauty salon in Sydney for many years) created Minx salon-only nail enhancements when Janice became frustrated with existing nail enhancement products.
“The inspiration of the product stemmed from Janice’s frustration with wearing down her nails,” said Dawn.
“Janice was seeking a coating to better protect her nails. Once she found a solid coating, she realised that it could be developed in a variety of metallics and designs. And, besides looking amazing, it had other benefits such as no drying time, no chipping and not requiring any chemicals in the application or removal.
“After two weeks conducting focus groups and experimenting with prototypes, we realised we were onto something when we were walking by a trendy salon on Melrose in LA and the owner ran out to find out what I was wearing on my nails.”
After successfully launching Minx in the US and Europe in 2008, Janice and Dawn appointed Switch Funky as the Australian and New Zealand distributor of the brand in 2009.
Since then Minx has, according to Switch Funky director Peter Lykissas, “taken the local nail industry by storm”.
“Minx is proving to be extremely popular with salons as it is an incredible innovative nail covering that is easily applied and removed with heat-activation,” he said.
At the Expo Janice and Dawin will demonstrate the application and removal of Minx’s latest designs.
For more information call Minx Australia on 1800 700 510 or visit Stand 3714 at the Expo.