Actor Khushi Kapoor has joined Indian nail care brand nailinit as Co-Founder and Chief Creative Officer (CCO), alongside founders Shubham Singhal and Tanishq Ambegaokar.
Khushi has been involved in product development, vendor selection, design decisions and creative direction. She also worked on material research and on improving the adhesive used to apply the brand’s press-on nails.
“One conversation that really sticks with me is the one I had with Tanishq about the nail glue. I was very particular about wanting press-ons that would stick well and stay put, almost like acrylics, but without the damage. I really wanted us to get that balance right. It was important to me that we weren’t just creating something that looked good, but something that worked well, too,” she explains.
Her involvement also extended to nail care. The brand has also developed a cuticle oil, along with instructions on application, preparation and removal of the press-ons. “I didn’t want us to just sell press-ons. I wanted us to think about the whole experience, including how you prep your nails and care for them,” says Khushi.
Kapoor has also worked on design collections and contributed to the brand’s campaigns and communication.
Before announcing her role, Khushi hosted a slumber party in Alibaug for a handpicked group of guests, who got to try the products. She had invited followers on Instagram to apply to attend, and the invitation received approximately 25,000 applications. “The idea of a slumber party came from what a girls’ night really means to me. It’s where you share your biggest secrets, have the most random conversations and talk about all the dreams you’re hoping to make a reality. A lot of the time, those nights become the space where you feel most comfortable being yourself,” she shares.
During the development of the brand, Khushi has taken part in discussions on manufacturing, sourcing, warehousing and team building. As Co-Founder and CCO, she will continue working with Singhal and Ambegaokar on the product range, campaigns and future creative plans, including new designs and the customer experience. “It wasn’t just about associating with a brand. It was about building something I genuinely believed in, something that could do more for girls and change the way they experience nails. I finally found something that was mine to build.”
nailinit is an Indian nail care brand co-founded by Shubham Singhal, Tanishq Ambegaokar and Khushi Kapoor. It offers press-on nails and complementary nail care products.
