Product Description (Function, Benefits, and Target Consumer)
Combining aesthetics with nail care, Nail Retouch merges instant cosmetic correction for nail ridges with ongoing nail treatment benefits. In contrast to ridge fillers that only mask texture, the formula is infused with myriad ingredients that improve the nails over time. They include bio-fermented mineral actives to improve the appearance of smoothness, strength, and overall nail condition; the antioxidant vitamin E to protect against environmental stressors that can cause dullness; brightening lemon extract to help neutralize discoloration and even the nail tone; and radish root ferment filtrate to support formula stability and offer a clean, vegan formulation. The result is a formula that blurs ridges, smooths the nail surface, and improves nail tone with continued use, while creating a “no-make-up” nail retouch effect with a matte, airbrushed finish.
Launch Date (First worldwide launch must have been launched within 12 months prior to the event). Date (Month/Day/Year)
Soft launch 7/15/25 at Cosmoprof Las Vegas officially launched August 31, 2025
Retail Price & Fill Sizes
Nail Retouch is priced at $13 for a regular size / 18 mL glass bottle.
Positioned for beauty retail and direct-to-consumer channels, the single-size format offers an accessible entry price for consumers seeking a quick, natural nail-perfecting solution.
Product Innovation
Nail Retouch is a hybrid nail innovation that merges instant cosmetic correction with ongoing treatment benefits. Unlike typical ridge fillers that only mask texture, this formula uses fermented mineral actives plus antioxidants and brightening lemon extract to blur ridges, smooth the surface, and visibly improve nail tone with continued use. The result is a quick, buildable “no-makeup” nail retouch that fits minimalist routines and delivers a refined matte, airbrushed finish without heaviness.
Product Claims & Benefits
-Instantly smooths nail ridges and surface texture
-Blurs imperfections for a soft-focus effect
-Neutralizes discoloration to even nail tone
-Brightens dull, uneven-looking nails
-Creates a soft matte, airbrushed “filtered” finish
-Lightweight, comfortable wear
-Quick-drying formula
-Buildable coverage without heaviness
-Supports nail health over time with fermented actives
-Helps maintain a fresh, refined look with every use
Research, Clinical Tests & Trials Results (Safety & Dermatological)
Study done on 20 men/women ages 18+ with healthy, fragile or splitting nails.
The product provides a natural and healthy look on nails: 95% positive responses
The product works to neutralize discoloration on nails: 90% positive responses
The product provides a brightening and fresh effect: 95% positive responses
The product gives a color correcting effect on nail plate: 95% positive responses
The product provides a delicate matt color on nails: 90% positive responses
The product emphasizes the natural beauty of nails: 95% positive responses
The product smooths the nail plate: 95% positive responses
Certifications, Patents & Regulatory Compliance
1. Compliant with global nail-polish ingredient restrictions, including major retailer clean lists.
2. Certifications:Leaping Bunny
3. Regulatory Compliance:EU, US MOCRA
Ingredients List & Formulation (Mandatory, if not specified disqualification from the contest)
Hero / Featured Ingredients: Nail Retouch’s hero ingredients deliver instant visual perfection while supporting healthier-looking nails over time. Bio-fermented mineral actives help improve the appearance of smoothness, strength, and overall nail condition, while antioxidant Vitamin E helps protect against environmental stressors that can cause dullness. Brightening Citrus Limon (lemon) fruit extract helps neutralize discoloration and even nail tone, and radish root ferment filtrate supports formula stability and a clean, vegan formulation. Together, these ingredients create a lightweight formula that blurs imperfections instantly and promotes healthier-looking nails with continued use.
INCI List: Ethyl Acetate, Butyl Acetate, Nitrocellulose, Isopropyl Alcohol, Dipropylene Glycol Dibenzoate, Adipic Acid/Neopentyl Glycol/Trimellitic Anhydride Copolymer, Acetyl Tributyl Citrate, Stearalkonium Bentonite, Silica, Benzotriazolyl Dodecyl p-Cresol, Dilauryl Thiodipropionate, Water/Aqua/Eau, Tocopheryl Acetate, Propylene Glycol, Alcohol, Tris(Tetramethylhydroxypiperidinol) Citrate, Phosphoric Acid, Citrus Limon (Lemon) Fruit Extract, Saccharomyces/Copper Ferment, Saccharomyces/Iron Ferment, Saccharomyces/Magnesium Ferment, Saccharomyces/Silicon Ferment, Saccharomyces/Zinc Ferment, Leuconostoc/Radish Root Ferment Filtrate, Aluminum Hydroxide, Triethoxycaprylylsilane, CI 77891 (Titanium Dioxide), CI 15850 (Red 6), CI 19140 (Yellow 5 Lake).
Vegan; Leaping Bunny certified cruelty-free.
Technology Features
-ORLY patented Gripper Cap ensures ergonomic, easy opening.
-Genius Brush with 600-bristle fan design for smooth, even coverage.
-ORLY glass bottle - durable, recyclable, and professional-grade.
How to use it
1. Apply a thin coat to clean, bare natural nails.
2. Let dry quickly to a soft matte finish.
3. Build with additional coats as desired for more blurring and smoothing.
4. Use anytime nails look ridged, discolored, or uneven.
5. Ideal between manicures, during polish breaks, or between press-on wear.
Market Positioning & Distribution Markets
Positioning / channel: Hybrid nail-care innovation that merges cosmetic correction with treatment benefits; sold via beauty retailers and ORLY direct-to-consumer e-commerce.
Currently available: United States and Canada (ORLY DTC platform), launching at ULTA in January 2026.
Expansion underway in the UK, EU, Asia, Latin America, Middle East.
Target segments: Wellness-conscious consumers, minimalist beauty lovers, busy professionals, users between manicures or press-ons.
Website and/or Social Media Channels + Editorial pitch
Website: www.orlybeauty.com
Instagram: @orly
TikTok: @orlynails
Facebook: facebook.com/orly
YouTube: youtube.com/orly
Editorial Pitch: A no-makeup makeup nail look that blurs ridges and brightens nails - matte and quick-dry, like Photoshop for your nails.
