OUR STORY

OUR STORY

When Tran Wills, Base Coat Founder, was pregnant with her fourth child, she swung by her local salon for a pedicure. While waiting for her treatment, she became nauseous from the harsh chemicals and her nose started bleeding. She immediately walked out, reflecting on everything that was wrong with the nail industry.

Having grown up in nail salons, she had witnessed her own family having to work in conditions that were hazardous to their health, while also being unfairly compensated. She understood that her family’s experience wasn’t unique—it was the industry standard.

In her gut, Tran knew it was time for a better option: a salon that supported the health and well-being of everyone, customers and staff alike.

That’s why in 2013 she founded Base Coat, the first non-toxic nail salon in Denver and one of only a few in the entire country.

ALWAYS LEADING

Today, Base Coat has 5 flagship locations, 7 Nordstrom shop-in-shops and over 60 product retailers across the country—and we’re just getting started.

Non-toxic movement
Base Coat has always been on the forefront of the non-toxic movement and will never stop fighting to raise the standards of clean, ethical beauty.
“Everyone deserves to feel healthy, safe & good as hell, from the tips of their fingers to the tips of their toes.”
Our Polishes
Treat Yo Self

OUR PRACTICES

Base Coat was founded on the belief that beauty should always support the well-being and health of people and the environment.

ALWAYS ETHICAL

ALWAYS ETHICAL

Our staff makes every experience at Base Coat memorable. We see the impact of their dedication and craft every day, which is why we ensure that they are treated with respect, care and warmth.

We have always paid every member of our staff more than a fair wage, so that they can pursue a sustainable and enriching career at Base Coat. And we’re not stopping there.

We continue to advocate for all nail salons in this country to raise wages and stop unfair practices. It’s our intent to change the nail industry from within.

Work With Us
“I grew up in nail salons and knew it was time to raise industry standards. That’s why we at Base Coat care for our people fiercely and work tirelessly to ensure everyone is treated with respect and fairness.”— Tran Wills, Base Coat Founder
ALWAYS CLEAN

ALWAYS CLEAN

At Base Coat, we believe that beauty in wellness should go hand-in-hand. That’s why we carefully formulate each of our products to be as clean as possible—cutting out toxins and using plant-based ingredients whenever possible.

How It's Made
“A more beautiful set of nails starts with a cleaner, healthier base coat.”

ALWAYS SUSTAINABLE

At all of our flagship locations, we promote the following sustainability initiatives:

GLOBAL GREEN BENEFITS

GLOBAL GREEN BENEFITS

20% of all debit and credit card purchases support Green Global, a nonprofit dedicated to protecting the environment and creating a more sustainable future.

REFILL REWARDS

REFILL REWARDS

Bring in your Base Coat spa product containers to any of our salons and receive 10% off a refill.

POLISH SWAP PROGRAM

POLISH SWAP PROGRAM

Toxic polish can negatively impact the environment if it’s not disposed properly. That’s why we do it for you! For every old bottle you bring in, you get 10% off a Base Coat polish.

OUR FOUNDERS

A little background on our two strong and fearless leaders.

Our Founders
FOUNDER

TRAN WILLS

Before founding Base Coat, Tran worked in the marketing, small business and creative sectors, using her diverse skills and entrepreneurial spirit to grow and execute concepts. She enjoys the challenge of creative problem solving and thrives on being around other creative minds who also share her passion, empathy and desire to shape the world. After spending years researching non-toxic nail products, she realized it was time to harness all that she had learned over the course of her professional career—and in 2013, she founded Base Coat.

CO-FOUNDER & CREATIVE DIRECTOR

SARAH SIMON

Sarah Simon is the Co-Founder and Creative Director of Base Coat. Sarah was raised with an intuition for business and has always had a passion for realizing creative visions. After graduating from the Steinhardt School at New York University with a bachelor’s degree in Mass Media, Culture and Communications, Sarah began a career in venture development. Since then, she has gone on to curate an impressive roster of successfully launched businesses within the hospitality, wellness and retail industries throughout the United States. In 2011, she launched The Simon Collective, a venture capital firm that supports empathetic innovation and creative collaboration.