As someone who follows beauty news on a daily basis, I have a confession. For the past several years, whenever I see a press release for Cutex, I whisper to myself, "Are they bringing back nail polish??" And every time I see that the release contains info about new removers, I cry a little inside. So when I read this article on New Beauty, it was a record scratch moment for me.
THEY ARE FINALLY MAKING NAIL POLISH AGAIN.
For those too young to remember, Cutex was a nail polish brand before they branched out into removers. According to Chronically Vintage, Cutex introduced nail tints to America in 1914. From about 1920 all the way through the 1990s, Cutex made both nail polishes and removers. You may remember (or still own) the 90s Cutex polishes that looked like this and this.
When the 2000s came around, Cutex stopped making nail polish and focused on removers. And my heart ached a little bit. Since the early 2000s, I have hoped that they would start making nail polishes again, so today I am rejoicing at the thought of a 100+ year old company returning to its roots.
Now whether this decision to make polish again stems from Revlon's acquisition of Cutex from Coty back in June of 2016, I have no idea. Maybe it does, or maybe the plan was in the works before the acquisition. That's one we can ponder, but the fact is that nail polish from Cutex is coming!
According to New Beauty:
...the brand will now be divided into five categories. Nail polish removers will still be a big focus, but now the formulas will be enhanced with a touch of fragrance, as well as vitamins, botanical oils and proteins.
One big intro: Actual polishes, which fall under the Care + Color line of 21 vitamin-enriched shades with a retail price of $7. In addition to the color category, nail tools and hand and foot creams will round out the mix.
According to Happi.com, the new Cutex Care line will contain:
- Nail Polish Removers: Available in five liquid formulas and on-the-go pads, these quickly and gently remove all traces of nail polish.
- Nail Care: The comprehensive range includes multi-benefit solutions to combat all major signs of nail wear and improve overall nail appearance. Infused with vitamins, oils and nail strengthening ingredients the line includes nail treatments, manicure enhancers and cuticle care to restore, condition and protect nails.
- Care+Color: Includes an array of 21 on trend, vibrant nail colors that are formulated to condition and protect nails. Each color features a vitamin-enriched strengthener and built-in protective base coat. The formula, which contains patented ingredient Hexanol, helps condition and strengthen nails.
- Hand and Foot Creams: Each cream is specially formulated to lock in essential moisture to keep skin protected and hydrated. These creams contain a unique blend of glycerin, vitamin E and botanical oils to ensure skin, nails and cuticles are properly conditioned.
- Hand and Foot Tools: From nail files to cuticle clippers, Cutex tools have distinct features to deliver improved performance and precision.
In the same article, Happi.com indicates that "The Cutex Care Line is available this month [February 2017] at select retailers including HEB, Meijer, Jet.com and Amazon; prices range from $2.99-$13.99."
I just checked and I'm not yet seeing any of these new products on the Amazon site, however I am seeing some of these new products on the Jet website (no nail polish as of the time of publication). I'm guessing that this new line will expand to additional retailers in the coming months, so definitely keeps your eyes open. And if you live in a region with HEB or Meijer stores, I would love to know if you have spotted any displays yet!
In the meantime, here are some pics from the newly-revamped Cutex website:
(There will be 21 shades in this range)
I also just noticed that yesterday, 2/14, Cutex posted some bottle shots on their Instagram page here, if you'd like more sneak peeks.
So let's hear it. Are you excited to see Cutex re-enter the polish game? Do you remember Cutex polishes from the 90s? Think you'll give these new polishes a try?