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The idea of a solid nail coating originated in 2006 when Janice was searching for a way to protect her nails. As soon as she realized that the solid nail coating could potentially be produced in an infinite array of colors and designs, she asked her friend of 20 years Dawn to create a branding and marketing strategy for this new category of nail fashion. Shortly after, in September 2006, patents for Minx were filed worldwide and in 2007 preparation began in earnest for the launch of a solid nail coating that Dawn and Janice hoped would revolutionize the world of nails.
While initial marketing began locally on the west coast with custom Minx created for a then-little known artist named Lady Gaga, Minx exploded into the beauty scene in November 2007 when Beyoncé wore Golden Lightning Minx on the red carpet of the American Music Awards. A few months later, Silver Lightning Minx was featured on the cover of NAILS Magazine’s 25th anniversary issue in the U.S., followed by the cover of Scratch Magazine in Europe. Since then, Minx has become the luxury nail fashion of choice in over 40 countries, extending fashion to your fingertips (and toe tips!) everywhere.