Lauren B

Lauren B, stylised by the company as Lauren B. Beauty, is an American nail-care brand based in Los Angeles, California. Founded by Lauren Berkovitz, it makes vegan nail polish and treatments positioned around a "non-toxic" formula and a long-wearing, at-home manicure. The brand's own website does not state a founding year; two independent third-party profiles place its start in 2013 [6][7].

The company sells direct to consumers through its website and, according to a trade feature, distributes more than 100 products via boutiques, natural-food markets, salons, spas and department stores in over 15 countries [7]. A business-database profile describes it as privately held with around two employees, consistent with a small, boutique operation despite that international footprint [6].

Lauren Berkovitz traces her interest in nails to childhood, when, by her own account, she ran a pretend salon in the family garage offering five-dollar manicures. After college and a year spent pursuing a career in medicine, she moved from the United States east coast to Los Angeles and took a job with a luxury hair-care brand, which she credits with teaching her the workings of the beauty industry.

Berkovitz says she grew frustrated that no existing polish balanced longevity, luxury and what she considered safer ingredients: "Some lines had great colors but they didn't last long enough. Others stayed put but contained harsh ingredients or gradually lost their shine." She describes taking her requirements to chemists to develop her own line, which the company sums up as "the perfect, two-week, do-it-yourself manicure for busy women."

The range centres on nail polish, sold in colour, botanical, bridal and limited-edition collections, alongside base and top coats, gel nail wraps and nail treatments; a company profile also lists hand creams, body scrubs and body oils [6]. The brand has run novelty releases, including a Dunkin'-branded polish collection, and operates a monthly subscription, the Curators Club.

Lauren B presents its polishes as vegan and free of several chemicals commonly flagged in nail products. The exact framing differs across the company's own pages: the homepage and Standards page describe the formula as "7-free," excluding formaldehyde, formaldehyde resin, DBP, toluene, camphor, xylene and TPHP [2][3], while the About page and FAQ list a shorter "5-free" claim covering formaldehyde, formaldehyde resin, DBP, toluene and camphor [1][4]. The company states that every shade shares one base formula, with a "may contain" portion of colourants varying by colour. The marketed performance claim is a chip-resistant, glossy finish that lasts at least 14 days.

The brand frames its mission around women's empowerment, stating that it aims to create "salon quality manicures without the toxins for all women" and treating nails, in its own phrasing, as "your best accessories." Its tagline is "Finally A Good-for-you Nail Polish that Lasts." The company says its products are made in the United States, in California, and are never tested on animals.

Lauren B describes a set of environmental commitments on its Standards page: sustainably sourced ingredients, production in factories using low-energy lighting and solar-powered equipment, and minimal or recycled packaging. In 2014 it launched a nail-polish recycling program in partnership with Whole Foods Market to collect old polishes for disposal through local recycling centres [3]. The company also promotes the "waterless manicure" as a water-saving practice. It states that its hand and nail-care products are certified organic, though no specific certifier is named.

The brand's founding date is not recorded on its own site. A trade feature and a company-profile database both give 2013 [6][7], and a founder interview in which Berkovitz says she "started Lauren B 6 years ago" is consistent with that date. A 2014 figure also circulates, but it coincides with the launch of the recycling program that year, suggesting the two have been conflated. The founding year is therefore third-party-sourced and not independently confirmed by the company. The recycling program, run with Whole Foods Market, is the brand's main publicly dated milestone after its launch.

As of mid-2026 the brand is active. Its e-commerce site is operational with current collections, the Curators Club subscription and recent collaborations live on the page. Editorial coverage is limited, and no Wikipedia entry exists for the brand, consistent with a small independent nail label rather than a widely documented house.