Smith & Cult
Smith & Cult Pic: wwd.com

Ever wondered what became of Hard Candy? Hard Candy was co-founded by Dineh Mohajer, sold a few times (LVMH was one purchaser) and eventually became a mass brand in Walmart. I don’t think  we can get Hard Candy in the UK any more but it used to be in Boots are one time and was the main competitor to Urban Decay back in the day.

Dineh Mohajer is back with another brand, Smith & Cult, that focusses on nails – it’s already made a splash in US Vogue’s September issue, and the 30 strong line-up goes on sale in the US next month. Each colour name relates to a moment in Dineh’s past which is rather a lovely thing – a personal history in polish – and the bottles are a totally new look for nail polish. Watch out for shades such as violet shimmer, Rhyme, Bridge & Tunnel in gold, and Plastic Beach in a hot pink.

I think Net-A-Porter US has picked up on this brand – so there’s hope that we might see it here, but I really hope the UK buyers are all over Smith & Cult!

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