The Interview: Manicure maestro and industry pioneer Leighton Denny

Leighton Denny is one of the beauty industry's best-known entrepreneurs. Inspired by a trip to the US in 1991, Denny switched careers from fork-lift truck driving to nail technician in his home county of Yorkshire. He has been a pioneer not just in the nail market (where he translated his salon expertise into at home treatments) but also in areas such as TV selling and social media, turning him into a household name.

His brand, which he regained control of in 2020, is about to celebrate its 20th anniversary. On the eve of this significant landmark, Denny talks to us about his journey from school drop-out to successful business leader, the products and philosophy that have driven his brand, and his advice for others looking to make their mark in the industry.

You have been such a trailblazer in nails and brand leadership, can we go back to the beginning and learn how your career in this sector started? You famously went from a fork-lift truck driver to nail expert, that’s quite the pivot!

My journey into the nail and beauty industry is quite unconventional. As an undiagnosed dyslexic, I found school really challenging and dropped out early before working as a forklift truck driver in Bradford.

The defining moment came in 1991 during a trip to the US with my mum, where I was introduced to the flourishing nail art and acrylics market. That experience ignited my passion for nails, and when I returned to the UK, I embarked on a series of courses in the nail and beauty industry, starting my career as a freelance nail technician in Yorkshire.

I was advertising in local newspapers to get business and I was so fully booked that I realised I was missing out on bookings and losing time and money on travelling to appointments, so I opened my first salon in Bradford in 1993. I was really the only person doing freelance nails in the area at that time and opened one of the first nail salons in Yorkshire.

By 1998, I had moved to London and opened a salon on the prestigious Marylebone High Street. Just three years later, I had a salon within Harrods, which further boosted my reputation and attracted a clientele that included celebrities and top fashion and beauty editors.

After years of hands-on experience, I recognised a gap in the nail care market and decided to make my mark on the nail industry by launching my own brand, Leighton Denny Expert Nails, in 2005.

While I've always been driven and determined to be successful, I could never have imagined that my work would one day earn me an MBE! In 2015, I was ecstatic (and in disbelief) when I discovered I was the first nail expert ever to be awarded an MBE from The Queen for my contributions to the nail and beauty industry.

My first book, How I Nailed It, became the number one best-selling autobiography in the Beauty & Fashion section of Amazon just twenty-four hours after its release, which was an incredible achievement and a testament to the journey I've undertaken.

Leighton Denny Nail Rebirth Capsules

You launched the Leighton Denny Expert Nails brand in 2005 enabling customers to create that salon experience at home. Again, this was visionary. Tell us, please, about the initial brand proposition.

The Leighton Denny Expert Nails brand was born out of almost two decades of very literal ‘hands on’ salon experience. I worked in my own salons across the country every day and consulted with clients about their nail issues and problems whilst doing countless treatments.  This helped me understand the confusion people had regarding their nail care – and the psychology of their choices - and that there was a great need for education.  I saw how customers used tools and that the ‘one product fits all’ mantra did not apply to nails.  People understood skincare and different skin types, but for nail care most people thought all they needed was a nail hardener.

My concept for my Leighton Denny Expert Nails was prescriptive, skincare for nails, bringing expert nail care out of the salon and into the home for everyone. It was a gamechanger which revolutionised the nail market!

This, clearly, was in the pre-social media era. How did you go about getting brand recognition both from consumers and retailers?

Before I created my own brand, I had already attracted media attention and established my ‘name’ as a leading expert nail technician through my salons, session work, and as a brand ambassador.

I won ‘British Nail Technician of the Year’ four years in a row (2000 – 2003). In 2004 I was voted into the British Beauty Hall of Fame in 2004 and became an expert judge. I worked as a consultant and ambassador for multi-national brands like Max Factor, M&S, Rimmel and Coty, and was still very hands-on at my salon and heavily involved in session work with all the top glossy magazines. I had also been endorsed by brands like Chanel and Dior.

Because of my client and media facing work at my salon and my established presence in the media, the trust and name recognition were already in place before I launched my own brand. Traditional media were the 'influencers' of the time, and many top editors and celebrities were already clients at my London salon, so the brand awareness and exposure followed organically.

Launching the brand on shopping TV was pivotal. I was able to deliver my message directly into people’s living rooms – which, even in a pre-social media world was novel! It allowed me to personally connect with the audience, build brand recognition and education in a way that was innovative and effective.

You were an early adopter of TV selling, which you took a break from and returned to, how important was that to the development of the brand and its customer base?

TV selling was hugely important for the development of the brand and my customer base. As a new brand, launching with QVC was pivotal. I was able to speak directly to millions of customers – it was an opportunity to tell the Leighton Denny Expert Nails message to a captive audience and help educate them on nail care. It hit a sweet spot that helped transform the brand into a huge success.

Once I was back in full control of my brand in 2020, I briefly returned to shopping TV. It was during the pandemic, most brick-and-mortar retailers were closed. While most other brands were using Instagram and IG lives, I returned to shopping TV – it was a format that I was comfortable with, that I understood and knew I was good at.  I was able to once again, deliver my message, reposition my brand and talk directly to the consumer and it worked brilliantly. I was able to bring my new product developments to market even faster than I’d hoped.

From the years of TV selling, I built up a loyal community of customers who are still with me today.”

Leighton Denny Active Build Remover

The TV selling must have been a great grounding when it came to social media. How are you and the brand using social media now and how important is it for you?

Social media is vital for the Leighton Denny brand. It gives me full control over the direct-to-consumer conversation, allowing for a personal and honest dialogue without the need for producers, presenters, or earpieces. This direct connection allows me to understand my customers' needs, enabling me to help educate them about nail care in a way that’s both authentic and tailored to them.

With social media, I can now launch an entire collection on my own terms, delivering the message exactly how I want it to reach my customer base, and receiving immediate feedback and sales.

My next polish collection launching – Angel Collection – is inspired by a group of long-standing, super loyal social media followers who call themselves ‘Leightons Angels’.

Social media has allowed me to build a community of over 100,000 engaged and loyal customers, which is incredibly valuable not just for online sales, but also for driving customers to specific retailers for in-store exclusives, such as our limited-edition Glazed Collection at M&S.

I approach social media with the same thoughtful strategy that defines the brand. It's not about blasting sales or pushing the latest trend every week; it's about building and maintaining a lasting relationship with our audience. We prioritise long-term connections over short-term gains like quick sales or likes.

Social media is also a crucial tool to help me educate my followers, especially in an industry where trends and information are constantly evolving and often confusing, for example the misconceptions about ‘chemical-free’ nail care. I’m not a fan of brands scaremongering the consumer to build their brand, so I really aim to clarify any misconceptions by providing clear, accurate, no-nonsense information. This helps me maintain the trust we've built over nearly two decades, ensuring that our customers continue to see us as a reliable and knowledgeable source in the beauty industry.

When you returned to the brand as CEO in 2020, it was the height of COVID, what was it like trying to steer the brand through that period? It must have been stressful but also a moment of great opportunity…

I found out I was getting my brand back when the country was going into lockdown in 2020. Most people aren’t aware that before I got my brand back, I was in a three-year legal battle fighting to get it back. The timing was a shock – but it was always the goal to be back at the helm of Leighton Denny Expert Nails.

During the first lockdown, online sales skyrocketed by 700%, which was an incredible opportunity amidst the chaos. With salons and shops closed, people had to manage their nail care at home – no gels, no manicures and online shopping online - which drove product demand and sales!

As abrupt as the timing was, it was a blessing in disguise, for more reasons than one! Before we went into lockdown, I had just finished training as an end-of-life carer at Bradford Royal Infirmary due to ill health within my family. When we received the news about COVID, I focused entirely on balancing full-time care for my parents with the responsibility of getting my brand back on track. I always say, I’m the only person who didn’t have a single day off during COVID!

While it was an incredibly difficult and stressful time, it was deeply rewarding and I’m grateful I was able to be there for my parents. The experience made me fight even harder to make the brand a success, and seeing the triumph of our online sales during that period was a testament to the hard work and resilience that defined those months.

Leighton Denny Renovate Cream and Buffer

Tell us about the brand product line-up as it stands now. You seem to take a very skincare-based approach.

My ‘skincare for nails’ philosophy still lies at the heart of the Leighton Denny brand - results-driven, targeted solutions to the most common nail types and problems. We use the highest-grade ingredients akin to those you’d find in skincare or haircare formulas – for your nails. These technologically advanced and non-invasive formulae are naturally kind to your nails and the planet.

For example:

• Ridged, peeling nails – Renovate Range, includes ingredients such as Bio-Active Glass, Panthenol, Rice Bran Oil & Avocado Oil
• Damaged nails - Nail Rebirth Range, includes ingredients such as Neonyca® (from celery seed extract), Jojoba Oil, Sweet Almond Oil
• Brittle, dry nails - Hydra Flex Range, includes ingredients such as Biotin, Rosehip Oil
• Weak, fragile nails - Active Build Range, includes ingredients such as Myrrh Extract, Argan Oil & Bio Active Glass

We still have the core products that I launched the brand with 19 years ago – formulas that have stood the test of time and proven their value to the consumer.

The entire range has always been cruelty-free and vegan friendly, but since I took back the brand in 2020, we’ve been updating and manufacturing more plant-based formulas, reducing plastics wherever possible and introducing more recycled and recyclable packaging.

Which are the best sellers in the range?

Since I gained full control of my brand again in 2020, we’ve won 22 industry awards! Many of the first core products I launched are still best sellers today.

At its peak, one Crystal Nail File (£13 / 135mm) sold every 10 seconds! Having been awarded its 16^th award, we still sell one Crystal Nail File every 60 seconds, 19 years on! Dubbed the ‘Rolls Royce’ of nail files, the unique surface effortlessly shapes the nails and ‘seals’ the nail edge to help prevent splitting and peeling at the tips.

The Renovate Nail Repair Cream & Buffer (£14) is nail repair therapy for ridged, dry, peeling nails. An intense and cosmetically therapeutic nail repair cream revives, protects, hydrates, and helps strengthen the nails. The Duplex buffer gently exfoliates smooths, shines, and seals the nail surface to help prevent nail splitting.

The Nail Rebirth Intensive Nail Repair Capsules (£17.50 / 20 capsules) is intensive, targeted treatment for dry, damaged nails. These 99% plant-based nail repair capsules combine the latest nail technology with a blend of intensely nourishing oils to hydrate, strengthen and restore your natural nails back to life.

Remove & Rectify (£14 / 12ml) is A twin-action exfoliating cream that gently and naturally dissolves dry cuticle skin, while moisturising to help improve softness and suppleness.

Rock Solid Nail Strengthening Treatment and Base Coat (£14 / 12ml) is a dual action strengthening treatment and base coat that protects and helps encourage nail growth.

Nail Illuminator (£14 / 12ml) is a 2-in-1, 76% plant-based nude nail polish and brightening treatment to instantly brighten and conceal imperfections, while helping to hydrate, nourish and protect the nail.

Nail art is becoming ever more elaborate at one end of the market and ever more minimalist at the other. How do you keep abreast of the trends, or do you even worry about them?

When it comes to nail trends, I approach them with a careful balance. While I’m a trend-led brand, the pace of platforms like TikTok means there’s now a new trend every five minutes. I’m inspired by fashion and trends, but I don’t jump on every bandwagon. As a heritage brand about to celebrate 20 years, I want to focus on the longevity of a product. I don’t want to claim I’m revolutionising nail care with a new trend, only for that revolution to fade away in minutes.

Many of my core products, like my Crystal Nail File, Renovate Treatment, and Undercover Base Coat, have been around for 19 years and often outperform new launches. These products have stood the test of time. The biggest accolade of success for me is a repeat purchase from a customer – it proves they’re truly invested in the brand and the product has offered true, lasting value.

Trends tend to be circular and if there’s a discontinued product / collection that has come back in trend, my customers let me know, demanding for their old favourites to make a comeback. For example, my Less is More polish which was bang on the ‘lip gloss nails’ trend. We brought the polish back, hit the trend and it's now a best-seller again.

Nailcare is not just for women these days. I noticed male athletes at the Olympics joining in on the nail art trend and we’ve seen a huge personality in the form of Harry Styles launching a nail varnish range. What have you noticed about the diversity of your customer base and how they are using your products?

There’s definitely been a rise in men embracing nail care and wearing nail polish. Previously, men who wore nail polish were usually associated with some sort of subculture – emo’s, punks, drag queens etc, but these days it’s much more common. Men wearing nail polish and enjoying a manicure is no longer a signal of rebellion, or something reserved for the ‘metrosexual’ man’. There’s far less judgement around what has typically been associated with femininity and masculinity and as gender norms have and continue to shift it’s become much more ‘acceptable’ for men to experiment with cosmetics and pampering.

Whilst our male customer base is still a minority, who opt for more treatment-based products, I have no doubt it will become more widespread. Nails are a form of self-expression, just like fashion, and women have been experimenting with different nail styles and colours for decades, so I’m not surprised that it has finally filtered down to men.

What have been the most interesting new launches of late and do you have any areas of focus for NPD that you can tell us about yet?

Our primary focus for NPD has been on enhancing sustainability and making our products more planet friendly. We’re committed to achieving this without compromising the high performance and results-driven quality that our customers expect.

• Eco-friendly Packaging: Introduction of recycled and recyclable packaging.
• Reducing Plastics: Developing new bottle lids to reduce plastic use.
• Plant-based Formulations: Creating and reformulating polishes and treatments to plant-based formulations
• Local Manufacturing: Moving production closer to home to reduce our carbon footprint as much as possible.

In terms of new launches, ‘Get Glazed’ Polish (£12.50 /12ml) launched in January 2023; we were the first brand to bring a product to market for the ‘glazed donut’ trend. This was a trend I knew wouldn’t be a flash in the pan and that it would have lasting appeal, and fortunately I was right. Get Glazed became a huge success, leading us to expand the ‘Glazed’ collection to three shades: Get Glazed, Glazed Expression, and Glazed & Unfazed.

Nail Illuminator (£14 / 12ml) is a relaunch: Originally launched in 2015, we recently reformulated the Nail Illuminator to be 76% plant-based and in July 2024 launched Nail Illuminator Blush. These 2-in-1 treatment-polish hybrids embody my ‘skincare for nails’ philosophy.  They work to brighten, hydrate, nourish, and protect nails while adding a veil of soft, natural, luminous colour. They’re like a highlighting treatment concealer and a CC cream – but for your nails.

As one of the best-known entrepreneurs in a market driven by entrepreneurs, what key advice do you have for someone starting a brand right now?

Don't come to market with a gimmick or trend. Building a brand solely on a trend is risky because trends are fleeting. You want longevity. If you attract customers with a trend, you'll likely lose them when that trend fades. Focus on what your brand stands for today and ensure that it's something you can stand by tomorrow without criticism or regret.

Avoid falling into the trap of scaremongering, marketing ploys, or jumping on every trend that comes along. Let your brand and its formulas speak for themselves. Be clear in your messaging and avoid confusing your consumers. A strong, honest foundation is what will give your brand the staying power it needs to thrive in the long term.