Townhouse has just taken a significant step beyond its salon roots with the launch of its first-ever nail polish offering, aptly named The Flawless Collection, marking a bold new chapter in its evolution from premium nail brand to full-fledged beauty contender. Having opened the doors to its first boutique back in 2018, the brand has expanded rapidly, with more than 40 salons across the UK and the US, and this debut polish line makes clear that its ambitions reach well beyond the salon chair.
At the core of the Flawless Collection are two different ranges: Flawless Gel, created for professional use, and Flawless Polish, designed for both salon and home wear. The gel is the result of nearly two years of rigorous testing across Townhouse’s own salons; it promises up to three weeks of flawless, glossy color courtesy of a high-performance, TPO-free formula. The focus on performance doesn’t come at the expense of care: the collection features a flexible strengthening base coat that works to support the natural nail, helping to prevent breakage and encourage healthier growth.
Meanwhile, the Flawless Polish line offers 40 curated shades, all crafted to achieve a gel-like high-shine finish without the need for a UV lamp. When paired with the brand’s Extended Wear Topcoat, the polish promises up to 14 days of wear, which is an impressively long-lasting result for at-home manicures. Clean and considerate, the formula is 21-free, vegan, and cruelty-free, closely meeting Townhouse’s commitment to both high performance and ethics. Even the applicator has been designed with attention to detail: the ergonomic curved brush hugs the nail for smoother, more precise application, bringing a salon-level finish to your home.
Founder and Creative Director Juanita Huber-Millet made the point that this launch represents much more than just a new product introduction; it marks the beginning of a new era for the brand. “We’re redefining what it means to deliver a flawless experience, from the salon chair into your home,” she says, illustrating how the collection carries the Townhouse signature aesthetic of clean, refined minimalism.
From a strategic standpoint, the move makes a lot of sense. Bringing its signature salon service into a retail line enhances its control over quality and reaches a broader consumer market. According to industry observers, venturing into products allows the brand to capitalize even more on its image of elegance and expertise. Cruelty-free and vegan credentials, along with efforts to rid their formulas of toxic ingredients, showcase that Townhouse is reaching for performance with purpose, not just jumping onto the beauty trend bandwagon.
Available to shop in-salon and online now, prices start from £12.50 in the UK. This is a considered extension of the brand—translating the refined, fashion-forward atmosphere of its salons into its product line—and proves Townhouse is ready to become a serious player within the beauty market. In doing so, it’s offering fans the chance to bring that elevated, consistent “Townhouse-perfect” finish into their homes—and that feels, in many ways, like the next logical step for a brand built on thoughtful polish.
The launch of Townhouse also reflects a growing shift in consumer expectation across the nail industry: customers no longer want a service but an experience that combines convenience and aesthetics with ethical responsibility. Offering a line that mirrors the precision and quality of its salon services, Townhouse lets its audience maintain their manicures between appointments without having to give in on style or durability. With The Flawless Collection, Townhouse proves that salon-quality nails are no longer a luxury; they are a lifestyle. Sleek, ethical, and effortlessly stylish, this launch lets every manicure feel like a statement.
