Sonakshi Sinha launches nail brand Soezi
Bollywood celebrity Sonakshi Sinha has launched a nail brand named ‘Soezi’ which features a wide array of press-on nails. The brand has launched with a dedicated e-commerce store.
“Soezi was born out of a desire to make sure that glamour is accessible to every person in the country,” announced Sinha on her Facebook page to launch the brand. “A brand created by Indian women, we realised that the press-ons would be but one part of a complete experience… Our aim with every product we release is to make your life ezi! That's what our brand is all about!”
The brand launched with a video campaign starring Sinha herself, styled by Mohit Rai and featuring an exclusive “Soezi Song” by Raashi Sood. The campaign is bright, poppy, and caters to a Gen Z and millennial audience.
“I started off by trying all the nails myself,” Sinha told Femina about her brand’s inception. “So for the past one year I’ve been wearing the nails and I’ve done everything under the roof– diving, work, holidays. It’s a very personal thing for me which is why I feel very good about it. And, the name Soezi because it’s the most obvious name for this product; it makes your life so easy, so easy on your pocket, time, patience and effort.”
The brand’s maiden collection focuses on press-on nails with the aim of expanding into other nail-related products in the near future. Nail sets named Cowgirl, Barbie Girl, Mustard on Top, Laal Dupatte Wali, Neon Boast, and Outta the Box feature in the new line among others.
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