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  • Beautiful, long lasting, healthier nail polish

    Free of 10 harsh chemicals normally found in nail polish, Made In the USA, Vegan & Cruelty Free

  • Have a HEARTFELT Valentine's Day

  • White and Pink Nail Polish

    The Perfect Pastel Nail Polish Colors to Start Fresh In 2020

  • Because You're Not Just Another Pretty Face

    Our Nail Polish Serves the Strong & Hardworking, Active & Industrious, the Doers, the Makers & Creators...Real Rugged Beauties Everywhere, Like You.

We couldn't be more excited about 2020!

We’ve joined forces with 1% FOR THE PLANET.

Less than 5% of all charitable giving is designated to protecting the environment.  That’s why we think it’s important to pledge 1% of our Annual Revenue from each bottle of Rugged Beauty or b.shaye towards non-profits focused on protecting our planet and all things living on it.

Pretty Is As Pretty Does.  Help us preserve the Rugged Beauty around us all and make a difference in the world today.

Click the Dots & Shop Colors Inspired by the Rugged Beauty of Nature

Brass Shimmery Metallic Nail Polish


Snowball Fight White Nail Polish


The Color of Hard Work (and your favorite work jacket) - Caramel Colored Nail Polish


Winter Berry Nail Polish


Downward Dog Nail Polish


Riverbend Light Blue Nail Polish


Shimmer Soft Grey Nail Polish


It's Time to Treat Yourself, Because It's Always In Style to Live Your Best, Healthy Life

Whether your'e hitting the gym again or preparing to get away to warmer weather, check out our b.shaye spa collections and treat your hands and feet to a healing manicure. They'll thank you for it!



We're taking a moment to appreciate the Rugged Beauty that surrounds us during this snowy, winter season.  We hope you can too.