Our Founding Mission
Willow was established in 2017 during a time of major evolution within the nail industry, as e-file education, technique and professional standards continued to grow.
From the very beginning our focus has been on helping technicians feel confident through education, safe practices, and high-quality professional tools.
As we approach our 10th year, we're proud to have been part of an industry that has continued to evolve, innovate and raise standards together.
Now, it's time for our next chapter.
Our Second Chapter
In a market that's getting louder, faster and more crowded, we're here to bring clarity.
To support better practices; to stand behind the people raising quality.
Our brand refresh reflects that commitment.
Clear.
Considered.
Confident.
Built to support professionals, at every stage of their career.
A Brand Refresh: What Will This Look Like?
Our products will feature the new logo, but they will stay the same in look and feel. Our digital communication and packaging will feature the greatest change with strong colour combinations and an instantly recognisable look.
Meaningful and beneficial change
This is not just marketing spin - we're also upgrading the way we talk to our customers.
We're increasing the technical information we provide, because we recognise that our customers are professionals looking for professional grade equipment with meaningful support.
New imagery.
New descriptions.
New Bit Finder Quiz.
New instant messenger.
Questions And Concerns
Why are you rebranding now?
We’ve reached a natural inflection point. We helped normalise e-file when the category was still emerging. Now it’s established, the next job is to raise quality across it. Our brand refresh reflects that shift.
What’s actually changing and what’s different about Willow now?
We’re stepping into our second act. That means setting the benchmark for quality, product information and technology in e-file.
Is Willow being sold or acquired?
No, not at all. This is a strategic evolution of the brand, not a change in ownership or direction.
Is this a response to increased competition?
Competition is a sign the category is healthy and we’re proud of the role we’ve played in helping to build it. But when everything starts to look and sound the same, it becomes harder for customers to distinguish quality, especially if you’re just starting out or confused by the lack of clarity around quality, performance and price. Our brand refresh is about making that distinction clearer.
What does this actually mean for customers day to day?
For customers, very little changes in terms of what they rely on us for. What they will see is greater clarity - in how we communicate, how we support professional practice and how we define quality. This is about making it easier to recognise and trust professional-grade standards.
Isn’t everyone claiming to be ‘premium or ‘professional?’
That’s partly the problem. When everyone says it, it stops meaning anything, especially if you’re not backing it up, demonstrating it or communicating it effectively. We’ve always been about doing things the right way, this is just us trying to bring more clarity into what that actually means.
