Essie Joins The Gel Mani Game

Ah, the elusive gel mani. If only its convenience and lasting power came without the inevitable aftermath: weak nails prone to peeling and breakage. Enter: Essie. The longtime salon and drugstore favorite released plans today in WWD to launch a professional gel service, Essie Gel, which promises consumers the best of both gel manicures and traditional polish.

The 36-piece range will hit nail bars and full-service salons nationwide beginning in October. Though the gel formulation doesn’t allow for an exact match to the brand’s traditional shades, developers mimicked the brand’s best-loved hues as closely as possible. (Ballet Slippers devotees should check out its aptly named gel counterpart, Dance Class.)

The cherry on top of having the colors you love in the formulation you want? Essie promises their treatment is the best around for the health and appearance of your nails. Keratin technology infused with vitamins B5 and E (designed for nail conditioning) are paired with an LED light that is “25% more powerful than its competitors” makes for 14 days of perfectly polished wear without any concern for harmful UV damage. We're definitely curious and can't wait to take it for a test drive. (WWD)