Emma Sarda, a nail technician since 2003, launched EL Nail Systems to address product limitations she experienced firsthand. Her background in manufacturing, combined with her husband's regulatory expertise, fuels the brand's development. EL Nail Systems prioritises high-quality, safe, and compliant products for modern nail professionals.
A key focus for the brand is offering HEMA-free and TPO-free formulations without sacrificing performance. This aligns with growing awareness of potential product sensitivities within the industry. EL Nail Systems aims to meet these demands while manufacturing in the UK where feasible.
The product range is extensive, featuring an acrylic system with 20 core and over 700 coloured powders, plus a gel polish collection exceeding 200 shades. Their builder gel, a hybrid between soft and hard gel, is highlighted as a versatile and strong option for extensions. Bestsellers include Builder Gels in Nude Pink and Cotton Candy, and Acrylic Core Powders like Raya and Dolly Daydream.
EL Nail Systems also offers accessible trial kits and smaller product sizes to encourage adoption. To support technicians, the brand provides educational content on its YouTube channel and fosters a private Facebook community for advice. This commitment to education and support suggests a strategy beyond just product sales, aiming to build loyalty and competence among users.
The brand's expansion includes a new product currently in testing, with a long-term goal of global reach. However, Sarda considers having EL Nail Systems on every nail desk within five years a significant success. This measured ambition, grounded in practical experience, positions the brand as a developing force in the UK market.
