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The process of developing Hema-Free

The process of developing Hema-Free

We sat down with our Founder Kirsty to discuss the process of creating, formulating and launching our new Hema-free Naturabuild. She describes the hurdles in product development and where her passion comes from for excellence. 

Q) Why did Glossify want to create a Hema-Free Naturabuild? 

Due to the demand from the industry we decided to develop a formula that’s a cut above the rest in the industry. It was integral to us that this was made in Europe, Hema and IBOA free. 

Q) Why did the formula take two years to develop?

After conducting research and listening to our trusted ambassadors, the common thread we found with current Hema-Free builder gel formulas was that it; didn't stick, it didn't last, it lifted quickly and much more. We knew we had to release something that was comparable, if not better than our current Naturabuild formula, just with the properties and ingredients our customers wanted. 

Over 30 formulation trials later, we're confident this formula has the same strength, durability and adhesion of our current formula that we all know and love. 


Q) Why did education and Hema-Free Naturabuild launch at the same?

Products and education go hand in hand. We cannot ignore that people need education on both sides from product application and continued support after completing their training, to maximise their own success in the industry.

It was natural for us as a brand that believes in bettering people and their skills, to release a product that's been highly demanded and training that has a mission to change that standard we see in education at the same time. 

Q) What inspired you for the new colours? 

They are the most versatile shades for all skin tones, not to mention similar to our most popular colours. We did this to ensure an easy transition to colours most loved by our customers. 


Q) Is there anything you want to say to the community?

We will never settle, as a brand and founders we do put things into the market that we’re not passionate about or don't believe in. We want to thank you for being patient whilst we worked on this formulation tirelessly 

I have to believe in the products, I was a nail technician after all - we could have done this years ago, but it would never have been right. This is an industry-changing product. 

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