Healthier, Non-toxic Nail Polish

Free of 10 Harsh Chemicals


Made In The USA

We Are
Rugged Beauty

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

Because You're More Than Just A Pretty Face.


Over 100 Shades To Fall For

Try A Little

Pumpkin Spice

Shop Pumpkin Spice
We've joined forces with
1% for the planet
1% of our annual revenue supports non-profits focused on preserving the Rugged Beauty 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.

Always Be Riveting. Never Boring.

Looking to Rejuvenate Your Mind, Body & Soul?

Check Out b.shaye

Shop Now


Shop the look

Our Matte Finish Top Coat Delivers A Velvety Finish To Any Polish Shade

Meet Our Real, Rugged Beauties

View all

Pretty is as pretty does