Anny

Anny is a German nail-polish brand founded in 2011 and operated by ICB innovative cosmetic brands GmbH [3]. It specialises in nail colour and nail care, and is sold across the German-speaking market through drugstore and beauty retailers. The brand name is an acronym for American Nails New York, reflecting its stated mission of bringing American nail trends to European consumers [1].

The company remains active. Its product collections are current and it reports recent sustainability changes dating to 2024, alongside distribution in more than 1,000 stores across Germany, Austria and Switzerland.

According to Anny, the brand began in 2011 out of an interest in manicures and unusual colours, with the aim of carrying the latest American nail trends to Europe [1]. The company says its trend scouts work each year in fashion and lifestyle centres such as Los Angeles, Miami and New York, and that this focus is reflected in the name itself: Anny stands for American Nails New York [1]. The brand summarises its positioning in the tagline "YOUR STYLE. YOUR LIFESTYLE."

The original founders are not identified by the company. Its public records name current managing directors, Riccardo Granata and Stefan Neumeyer, rather than the people who established the brand.

Anny's range centres on nail polish, with the company advertising a colour assortment of more than 100 shades and describing the products as professional quality. Beyond classic polish, the line includes Quick & Easy Gel Nail Strips, base and top coats, and a nail-care segment with treatment products such as a ridge filler, an express nail hardener, a nail-repair oil and a cuticle remover.

The brand also markets a quick-dry gel line called Paint & Go. A 2016 review by the independent beauty blog The Chic Advocate described the product as easy to apply and noted the brand's claim of up to seven days of wear, while a reader comment reported weaker results [7]. It remains the only third-party assessment recorded for the brand.

Anny positions nail polish as a means of personal expression, addressing what it describes as people who like to experiment and reinvent themselves. The company frames its purpose around helping customers underline their individual style, a sentiment it carries in the slogan "YOUR PASSION IS OUR MISSION." Its self-stated values include experimentation, self-expression and product quality.

The brand is operated by ICB innovative cosmetic brands GmbH, registered at the commercial court in Munich (HRB München 153026) [3]. The company's seat is recorded in its legal notice as Karlsfeld, in Bavaria near Munich [3]; a separate internal note had placed the headquarters in Berlin, but the verified company filing lists Karlsfeld.

Anny describes a multi-channel distribution model, reporting availability in more than 1,000 stores across Germany, Austria and Switzerland through retailers including Douglas, Müller and Pieper [1]. It is also sold in Denmark.

Under an initiative it calls "ANNY FOR OUR PLANET," the company describes several packaging and energy measures. It says its folding boxes use FSC-certified paper and that its print inks are mineral-oil-free, cobalt-free and made largely from renewable raw materials [2]. The brand also reports sourcing green electricity for its company premises since 2022 and extending this to its warehouse site in 2024 [2].

On animal testing, Anny states that it rejects animal testing and has not tested cosmetic products on animals since the company was founded [1]. The site does not state vegan status, specific ingredient-exclusion claims or formal certifications.

Anny is an active brand. Its most recent publicly dated milestone is the 2024 extension of green electricity to its warehouse [2], and it maintains current product collections and its stated retail presence across the German-speaking market.