Made In The USA & Cruelty-free

Free of 10 Harsh Chemicals

We Are
Rugged Beauty

Healthier, Long Lasting Nail Polish for Active, Outdoor, Hardworking & Industrious Women.

Because You're More Than Just A Pretty Face.

As Always,

buy 3 bottles for $36

Our fan favorite

Lake Day Collection

Everything is always better at the lake! Dig your toes in the sand or glide through the water wearing these fun-filled shades!

Try Our Work Ethic Collection

Your Hard Work Is Worthy of Reward

We've joined forces with
1% for the planet
1% of our annual revenue will support non-profits focused on saving the Rugged Beauty of our planet that surrounds us all.


Beautiful!!  My new go to color. Love that it gives solid coverage with just one coat and lasts with a good clear top coat. On Deep Water Blue Nail Polish

Jessica N.

Love all the colors I’ve purchased. Long lasting and beautiful!  On Wet Concrete Grey Nail Polish

Linda B.

The polishes are so far the finest I have ever used for stay ability and ease of application. Goes on smooth, without separation lines and is proving to be very durable through every day activities. Will be ordering more!!  On 2-in-1 Base & Top Coat

Janie D.


Our b.shaye Yoga & Spa Collections

Pretty pastels meet vibrant happy hues sure to set your soul at ease.

Meet Our Real, Rugged Beauties

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Pretty Is As Pretty Does