Concern about the lack of regulation in the beauty industry drove Tran Wills, Ali Elman and Sarah Simon to open Base Coat, their Denver- and Los Angeles-based nail salons. With a proprietary product line manufactured in the United States, all items are vegan, free of toxins, gluten and cruelty-free, and contain no animal products. Base Coat has opened their second Denver location at the Stanley Marketplace with the first salon in the LoHi neighborhood.
With 110 nail colors to choose from, Base Coat offers a full menu of nail services for women, men and children. All services are completely safe for pregnant women, individuals with allergies and skin sensitivities, and kids.
As a member of a Vietnamese family with ties to the nail business, Wills says she “really grew up in the industry.” “While pregnant with my child, I went to a salon for a pedicure and had to leave because of the overwhelming smell. I wondered why products couldn’t be safer and gentler for customers and technicians. Non-toxic products just made sense.”
With the goal of creating a comfortable, serene space where customers can relax, the salon is family-friendly and accommodates groups of six or fewer for special events. Bridal parties, girls’ nights out and other occasions can be booked in advance.
Men’s services have really taken off at Base Coat with an estimated 30 percent male clientele. “Men are usually introduced to the salon by a female partner or significant other,” says Wills. “Once they come in—they’re hooked.” Wills says active, athletic men benefit from taking good care of their feet. At the Stanley location, dads often come in with their daughters for a fun outing together.
Collaborating with other Stanley businesses is a part of the Base Coat business plan. Currently, they offer 10 percent off any nail service with a receipt from a dining experience at Annette. Likewise, they provide a receipt for their clients to receive the same offer at the restaurant. In the future, Base Coat plans to partner with Comida and Mondo Market to offer their clients food delivery options at the salon. Pop-up vendor trunk shows are also planned for the holidays in collaboration with shops at the Stanley.
To book online or learn more about the Base Coat product line, visit www.basecoatnailsalon.com or download their app available on iTunes and the Google Play store.