Birchbox Cofounder Katia Beauchamp Launches Buff Beauty

Rather than positioning itself as an alternative to nail polish, Buff Beauty aims to redefine the concept of a finished manicure by encouraging consumers to embrace healthy, well-maintained natural nails. The venture marks a new chapter for its creator; when Birchbox cofounder Katia Beauchamp launched natural nail care brand Buff Beauty, she set out to shift the narrative around manicures, drawing on her experience leading Victoria Beckham Beauty to bring a skincare-first philosophy to nail care.

The brand debuts with an innovative 23-SKU assortment spanning nail treatments, hand and foot care products, and grooming tools. At the center of the collection is the three-step Buff Routine.

The routine includes Resurface, a chemical exfoliant formulated with lactic and glycolic acids to prepare the nail surface; Restore, a strengthening serum featuring keratin amino acids and biotin; and Revive, a finishing gel oil made with olive, jojoba, and apricot seed oils to hydrate and add shine.

Beyond skincare-inspired formulas, Buff Beauty also introduces a design-led collection of nail tools developed in collaboration with jewelry designer Susana Vega.

"For a long time, feeling 'done' has meant covering the natural nail with color," said Beauchamp. "Buff expands that definition. We're making the case that a bare nail is an accessible style statement, intentional, elevated, and entirely your own, not an afterthought or an absence of style.”

Buff Beauty is available through its direct-to-consumer e-commerce website, with products sold individually and in curated routine sets ranging in price from $7 to $50. The company plans to expand into national retail distribution later this year, joining a broader wave of retail premiumization as mass-market personal care brands elevate their positioning to meet modern consumer expectations.

"The best beauty routines are the ones you can actually keep," Beauchamp added. "Whether you're between appointments, taking a break from polish, or wearing bare as your signature, Buff takes only a few minutes and looks intentional every time."