Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Essie Joins the Magnetic Polish Party With Reptile Nails

New, 1 comment

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Nail art has gone from a fringe beauty interest to a huge business, and brands like OPI, Nails Inc, and Ciate have all jumped on the bandwagon. But stalwart nail polish megabrand Essie has been a little bit late to the party. Instead of making trendy crackles or caviar topcoats, they've mostly stuck with what they're good at—great classic colors and formulas. While other brands were experimenting with gels and nail wraps, Essie continued selling tens of thousands of bottles of classic-pink Ballet Slippers. But now, Essie has finally launched their very own magnetic polish.

The new six-shade "Repstyle" collection (which includes a moody red, metallic gray, and a muted hunter green) features magnetic polishes whose overall effect kind of looks like reptile skin. The bottles retail for a pricier-than-average $11.25 a pop, but they're pretty easy to use - just paint your nails, then move the magnetized cap over wet polish.

Does this mean that Essie is going to start making more textured polishes a la Illamasqua's "rubber" nails or Ciate's "velvet" ones? Considering it took them until 2011 to make glittery topcoats, don't bet on it.
· Essie Introduces Magnetic 'Reptile' Nail Polish Collection [Fashionista]
· Nail Trend Alert: 2012 Is Officially the Year of Textured Polish [Racked]
· So, Why Is Essie's Ballet Slippers Nail Polish Always Such a Popular Wedding Color? [Racked]