Nails Inc. leather-look nail polish Bling It On Rebel Kit sold out in seconds after going on sale in the U.S. yesterday.
The Nails Inc. product, which was sold exclusively in Sephora stores and on its website, was the subject of attention earlier this month after Alexa Chung got her hands on a sample bottle before it was released to the public.
Alexa Chung tweeted a picture of her manicured hands before the British Fashion Awards, along with the caption “thanks @nailsinc for my leather nails! #kinky”, which prompted an 800-strong waiting list in the UK.
According to She Finds, there was only a “two second shopping window” to buy the edgy polish as it launched in America on Tuesday.
Individual bottles of the varnish haven’t yet been released, and customers must purchase a $25 set called Bling It On Rebel Kit, that includes crystal and skull embellishments.
On the Sephora website the sets are no longer available, but the retailer states that new stock will be ‘coming soon’. A spokesperson for the beauty chain declined to comment on in-store sales.
Just like matte polishes, the polish appears glossy at first but dries with a leather look texture.
The London-based company Nails Inc. said it was “inspired by the leather trend that we spied at Fashion Week”.
Sam Heath, Nails Inc. marketing manager, said that the company was expecting record sales.
She said: “We presented the kit to press at our press showcase a few weeks ago and it started a social media frenzy as they all loved it so much.
“Then we also presented to the US press and had a similar reaction.”
The leather effect polish is now available on the Nails Inc. website and will launch at Selfridges in the UK on Thursday.