Rethinking Nail Norms Amid Acetone Shortage: LaShade Proposes a New Alternative

Nail brand 'LaShade,' operated by AIMO Beauty LABO (CEOs: Miho Okawara / Atsuyuki Ishimaru), is proposing a new approach to nail care in light of the recent acetone shortage. Rather than positioning itself as a mere alternative, LaShade advocates for 'Nail Wellness,' a concept that rethinks the entire nail experience, including removal, to reduce physical burden and improve sustainability.

While the nail market has long prioritized design, the physical burden of removal and the operational challenges for salons have often been overlooked. The recent acetone shortage highlighted the vulnerability of traditional nail operations, but LaShade views this as a turning point to make nail care more accessible and less burdensome. A survey of salons using LaShade showed that approximately 86% felt challenged by traditional removal methods, while after adopting LaShade, about 80% reported a reduction in dust-related burdens, and over half noted that it became easier to minimize nail damage.

LaShade's product lineup includes 'REMOVABLE GEL' (which requires no sanding), 'TOP GEL' designed for flexibility, 'TIP STICK' for reinforcement, 'SLIDE CURE' (a moisturizing beauty oil), and 'LaShade PLEX' (a deep repair serum). These products redefine nail care from a purely cosmetic pursuit to a sustainable wellness experience. With approximately 300 locations adopting the brand domestically and internationally, and a studio in Omotesando, LaShade aims to permeate this new value system through industry and general media engagement.