Essie unveils global rebrand in 'exciting new chapter'

Essie has announced a strategic rebrand aimed at balancing mass accessibility with a more elevated, prestige positioning.

The brand evolution introduces a new direction described as "Cheeky Luxury", intended to combine elements of expertise, craftsmanship and sophistication with playfulness.

The goal is to bring aspects typically associated with luxury beauty into everyday nail products at accessible price points, while reinforcing the brand's role as "a global authority in nail colour".

As part of this shift, Essie is updating its brand voice, visual identity and broader cultural presence. At the same time, the company emphasises continuity with its core focus on colour innovation and nail care.

It will place a stronger focus on the overall manicure experience, with increased emphasis on care technologies and long-wear performance.

The rebrand also includes new marketing initiatives, such as "Colour with a Reputation", a new campaign centred on well-known shades like Ballet Slippers, Marshmallow and Bikini So Teeny.

Melanie Ioanna, Global Brand SVP & Brand Lead of Essie, said: "This rebrand marks an exciting new chapter for Essie. Our ambition is to bring a new level of creativity and cultural relevance to the nail category, while staying true to what makes Essie special. Whatever you feel, we can translate into colour.

"Our broad portfolio of shades is a testament to this, each one unique, modern, and developed with unparalleled craftsmanship. Beyond just shades, we continuously push boundaries with formula innovations that let you achieve professional quality results at home, easily."

The updated brand identity will be implemented across multiple channels, including digital platforms, retail environments and marketing activations, with rollout planned in approximately 20 global markets.