The Rise of Superstar Nail Lacquer (Web Business Story)

Cortni Moore

Michigan State University student entrepreneur, Ariana Pierce, owns and operates an expanding nail polish company.

March 15, 2011

Word Count: 659 words

EAST LANSING, Mich. - Superstar Nail Lacquer is the nail polish company created and owned by college student Ariana Pierce. These $10 bottles of nail polish have something that many companies do not; a Fast Drying formula, which dries in about five minutes, compared to about 20 minutes drying time for other nail polish companies.

“Being at college, I needed to get to class fast, so the Fast Drying formula is for girls on-the-go so you can get in and get out. It was made for college students,” said Ariana Pierce, 21, Michigan State University Marketing junior. The product is also free of Formaldehyde, and Toluene-free making it environmental friendly, Pierce said.

            Pierce wanted to be different when she created her brand and do something that many others were not. “I saw the need for more fashionable colors and I wanted to make a nail polish brand versus clothes or shoes or other items. I wanted to make nail polish more of an accessory,” Pierce said.  

            "Ariana's product is long lasting, glamorous, stylish and keeps up with the latest couture trends. I use her products weekly and love them," said Shanacee Shreve, 19, Michigan State University Journalism sophomore, model, and customer of Superstar Nail Lacquer.

In the previous year of 2010 Superstar Nail Lacquer grossed about $500,000 and the company plans to double that amount by the end of 2011, Pierce said. Superstar Nail Lacquer produces thousands of units per month, said Pierce, and it would take thousands more for the company to reach its goal of doubling.

  Based in East Lansing, Mich., Pierce’s product is sold in salons across the United States as well as over seas in countries such as Russia, Ukraine and parts of Europe. Awards shows such as, The Golden Globe Awards, The Oscars, The Emmys , and celebrities such as Courteney Cox have contacted the company about using the product. "My business is in preparation for the stage of Globalization," Pierce said, she wants to create a line specifically for the Japanese culture.

            The company’s main venue of transactions is an online store, SuperstarNailLacquer.com, because Pierce said it would be easier to maintain versus an actual store. “The site creates more revenue than stores because it is relevant to the market of customers who utilize the project,” Pierce said.

Colors for the nail polish are based on colors that Pierce duplicates from clothing she sees on that season’s fashion runway. She releases Autumn and Spring collections and occasionally Summer. Her product appeals to ages 16 to 30 but she has begun incorporating more mature colors to appeal to older crowds as well. The polish lasts about five days on a regular nail and about two weeks on acrylic nails.

Starting out, her parents helped fund the production of about 1000 bottles when she was 18-years-old and she and her mom took the product to a Women’s Success Conference the summer before she started classes at MSU and the nail polish sold out completely, so she knew it would be big, Pierce said.

            “Being in business you can’t just have one product so I started a phone case company called Phone Candi and a jewelry line called Style Shopp. I’ve created 4 books about creating businesses since the age of 12 when my mother got me started, and they’re about how to be successful as a young adult. I write to a specific crowd that is relevant to my age at the time. Recently I created an audio book, ‘30 days to Making It,’ which along with all my other products can be purchased at arianapierce.com,” Pierce said.

            Pierce said that right now she plans on keeping her business but In the future if someone wants to buy them out she would consider it if the price was right or possibly partial selling.

Ariana Pierce - Superstar Nail Lacquer on Dipity.