Thea Green, Founder and CEO of nail brand Nails Inc, has launched INC.redible, a new venture and brand extension. The new brand applies the DNA and trust synonymous with Nails Inc to branch into trend-led cosmetics.

Launching with a capsule collection of 54 products focusing on lips, the range includes: Iridescent lip gloss “In a Dream World”, liquid matte lip paint “Matte My Day”, full coverage metallic matte lip paint “Foiling Around”, Matte Lip Remover “Dirty Mouth” and Matte lip remover “Today Is Over”.

The INC.redible range already boasts international stockists including Sephora and Boots with global support and distribution. Thea Green, comments: “I wanted to create a cosmetics range with a positive spirit that captures how beauty should make you feel. INC.redible is all about being your most incredible self – there is no bad you. INC.redible will amplify the entire DNA from the mothership of Nails inc - known for innovation, trend and colour expertise - now exploded out into a full beauty range.”

The campaign features some of the most globally relevant and influential names across the digital sphere including; Make Up By Leyla, Carrington Durham, Vivian V and Nyané Lebajoa.