It’s hard to believe it has already been a whole year since the very beginning of ROXI. From the start, ROXI's objective was about launching a new professional product range that was built with the needs of today’s nail techs in mind.
Backed by over 30 years of industry experience through NSI UK, our aim was to create a brand that felt current, professional and, most importantly, trusted by the industry.
One of our biggest priorities has always been to listen to what professional nail techs truly need from a gel system: modern formulas, beautiful branding, education, transparency and reliable support. ROXI has been HEMA-free and TPO-free from the beginning, and we will continue to build our products with compliance, performance and trust at the centre of everything we do.
The reaction from nail professionals has been truly remarkable. We were so grateful to welcome so many of you into the ROXI family during our official launch day, and seeing the excitement around the products was a real highlight for us. Meeting nail techs in person, hearing your feedback and seeing your enthusiasm for getting ROXI onto your shelves made the launch feel incredibly special. From the very beginning, there was a real sense that a new community was being built around the brand.
ROXI Builder Gel quickly became central to the range, especially as our shade collection continued to grow. Alongside this, our seasonal Gel Polish collections — from brights and soft shades to Cat’s Eye colours — have helped nail techs create beautiful sets their clients love.
Throughout our first year, we have centred our product development around the needs of nail techs. Communication and transparency remain incredibly important to us, and the open conversations, suggestions and feedback we have received have helped shape not only our products, but also our education, content and future direction.
One of the most special parts of ROXI’s first year has been seeing the community begin to grow around the brand. From nail techs sharing their ROXI sets online, to customers attending workshops, joining us at events and becoming part of our ambassador community, it has been amazing to see ROXI being used, talked about and trusted by professionals. The Cash & Carry birthday celebration felt like a real milestone for us, as it gave us the chance to bring people together, celebrate the support we’ve received and see first-hand how much the brand has grown since launch.
