It is with great pleasure and excitement that we announce the changing of the Company name, Essie Cosmetics SA to Sparkle Cosmetics SA.
Sparkle Cosmetics SA will now be the umbrella under which ‘Essie’ and the new brands ‘Hand & Nail Harmony’ and ‘Incoco’ will fall.
Why Nails Are the Biggest Trend in Beauty?
From rock black to vampy red, the colour on your nails can often speak louder than many other beauty choices. Fashion has made ready-to-wear clothing trends inescapable, so importance has been placed on beauty and accessories when it comes to creating a cohesive head-to-toe look. Everything from the colour of your hair to the shoes on your feet are reflective of the trend-centered society in which we live. Nail design is an instrumental part of this fashion, as the options are limitless, which makes it the perfect way to accent anyone’s personal style.
In an economic crisis, shoppers often flock to beauty products as a more affordable luxury. In the past, nail colour was just another part of the beauty look on the runway, but recently, nail colour has become one of the focuses of the fashion collection.
Company Background
Ian, Jan, Debbie and Romy, began Essie Cosmetics SA in March 1994, launching an internationally unknown brand into Southern Africa. In fact, they were the first country to ever sell Essie as a branded polish.
“The beauty and nail industry was a very different place to the way we know it today. When we first started distributing Essie we had a vision to raise the level of standards and professionalism of the nail treatments offered in salons. Salon owners, home or spas, always spent money on products for facials and body treatments; however the nail polish was merely a last thought in salon set up and would be a blend of no name brands mixed together on the trolley – generally the products supplied by the retail outlets.
17 years later, Essie is represented in over 100 countries worldwide and distributed to over 250 000 salons and spas. Over that time, we have managed to transform the nail services in salons by offering professional, high quality products at affordable prices. Today when opening a salon, nail products are now considered as part of the opening order – to have your products displayed in a professional way – clean, organized and a single product line to maintain the professionalism across the board. The expectation of the client or guest is now one of a very high standard.” – Debbie Kayle, Sales and Marketing Director.
As a family, Ian, Jan Debbie and Romy’s greatest passions are Family, Love, Life, People and their Products. To all who have worked with them at one or more times over the 17 years would testify to this fact. The philosophy and mission statement of the family is very clear: To supply the very best quality products at a reasonable price whilst offering the most amazing service in the industry. Their mission statement will never change – it is the mission statement of the family… not the brand. It is important to know that Ian, Jan Debbie and Romy are a “Family-In-Business” and therefore their family has grown over this time to include over 40 employees, consisting of the best Sales Force across Southern Africa. “We pride ourselves in a low staff turnover rate due to the family environment we share. “
Sparkle Cosmetics SA
Every woman wants to Sparkle… some a little more visibly than other because a true Sparkle comes from within.
After all these years of growth in the market, this dynamic team have their eyes set on once again impacting the nail industry by widening their offering to cater for the expanding needs of their loyal customers. With this in mind they are strategically rebranding themselves to house their stable of ever growing brands.
The family will now be operating as Sparkle Cosmetics South Africa. This name represents the essence of what they wish to bring into every lady’s life – Every woman wants to Sparkle… some a little more visibly than other because a true Sparkle comes from within.
With the introduction of new brands to their offering Ian, Jan, Debbie and Romy understand the importance of ensuring there is no dilution of their core brand Essie. This has been the heart of their growth in South Africa and will continue to grow from strength to strength. This name change will also ensure that each brand is able to stand alone, each with its own international accolades and merits.
After extensive research into global trends and the growing demand for innovative nail services, Sparkle Cosmetics secured two internationally acclaimed brands in this space namely Hand & Nail Harmony from Los Angeles, and Incoco from New York.
HAND & NAIL HARMONY REPRESENTS 2 PRODUCTS – GELISH AND HARMONY.
GELISH – Performs like Gel, Applies like Polish
A longer lasting chip-free manicure.
The first-brush-in-a-bottle-gel-polish ever invented and the most trusted Gel Polish system worldwide.
The 2011 Nail Indsutry Trend Watch, by Nails Magazine USA, identified Brush-On Gel Polish as both the no 1 an no 2 trend: The new crop of brush-on Gel-Polish lines is the single biggest trend we have seen in several years. At least 64% of nail techs added this service in the USA in 2010. It goes on like polish (with a polish-like brush out of a polish-like bottle with a thinner viscosity than most soak-off gels) and wears like a gel (complete with UV cure, soak-off removal and extended wearbility) The beauty of it – A longer lasting chip-free manicure.
The gels come in an array of colours, apply like polish, with twist cap and applicator, but are cured in a LED lamp in 30 seconds or in two minutes in traditional UV lamps, just like gels.
Gelish stays on nails for three weeks with no chipping or peeling, and soak completely off in only 15 minutes
HARMONY ACRYLIC SYSTEM
HARMONY’s Acrylic System has won the title “The Best Acrylic System in Russia”
Designed utilizing the latest technology in powder and liquid formulas utilizing the latest technology in powder and liquid formulas assuring high quality performance and an ultra-fine, bubble free application.assuring high quality performance and ultra fine bubble free application. FUSION Liquid is developed to brighten and stabilize the colour of Hand & Nail Harmony Sculpting Powders with Optical Enhancers.
Harmony utilizes optimized hybrid molecules, which result in the strongest bond to the natural nail without the use of harsh acid primers while maintaining the ultimate flexibility. Hand & Nail Harmony’s Colour Select Sculpting Powders are UV Stabilized and contain Optical Enhancers that ensure colours are true and will not yellow.
FUSION Liquid has unique monomer technology that combined with COLOUR SELECT Sculpting Powders produces exceptional workability for perfect applications.
INCOCO- Say goodbye to liquid nail polish – no more drying time, smudges, or streaks!
Incoco nail polish strips provide a perfect manicure in minutes.
The strips are made of real nail polish, and each strip includes base, colour, and top coats. Apply Incoco anywhere, any time!
Incoco’s research and development for non-liquid nail polish began in 1988. With more than 20 years of advancements in innovation, Incoco is revolutionizing nail polish by taking it out of the bottle. A formula of 100% real nail polish is transformed into a self-stick strip form that results in brilliant, salon-quality manicures in just a few minutes.
Incoco headquarters are located in New Jersey, USA, where everything from development to formulation, production and packaging takes place, in conjunction with nail polish chemistry from France. Incoco’s unparalleled technology is patented worldwide – we provide the world’s only flexible nail polish, which can be contoured to fit any nail size and shape.
ESSIE
A luxury leader that blends the fashionable with the functional, the name Essie is known worldwide as a beauty trailblazer. Offering a growing line of nail colours, nail treatments and nail accessories, Essie is unmatched in producing high-quality, on-trend beauty products.
Contact details:
Sparkle Cosmetics SA Tel: 011 (011) 447-0659 or alternatively on debbie@sparklesa.co.za,
