Londontown

Londontown is an American nail-care and nail-colour brand founded in 2012 and based in New York City [1]. It was started by Marina Dimentman, a former attorney, and is described in retailer profiles as a women-owned, family-run business. Despite the English-sounding name, the company is American, and its products are made in the United States [5].

The brand's name and origin story draw on an English heritage element rather than an English address. According to the founding narrative, Londontown's signature botanical formula traces back to a family remedy from a flower garden in Radlett, England [7]. Independent reviewers and business databases place the actual company in the United States: Welcome Objects notes the polish is "made in the USA" [5], while TheOrg and Tracxn both record the headquarters as New York City [1][2]. In short, the Radlett, England element belongs to the product's heritage story; the company itself is American.

Londontown was created in 2012 as a nail-care system built around a reworked family remedy, according to the business profile maintained by TheOrg. Its founder and chief executive, Marina Dimentman, is listed with the suffix "Esq.", reflecting a legal background before she moved into beauty. The brand presents its origin as a botanical formula called Florium Complex, said to run through every product and to improve the quality of the nail and the manicure [5].

The brand is organised into two product lines. The "kur" line covers nail-care treatments, while the "lakur" line covers nail colours [4]. The two names recur across the range, with kur applied to base coats, top coats and treatments and lakur to the enhanced-colour lacquers.

At the centre of both lines is the Florium Complex, which the company describes as a blend of botanical extracts, flower oils and vitamins [7]. Retailer ingredient copy lists components such as rapeseed flower oil, cucumber extract, garlic extract, evening primrose oil, chamomile extract and vitamin E, each tied to a nail-conditioning function. Within the kur line, individual products carry their own formulations: a Soft Touch Nail Scrub built on silica and three alpha hydroxy acids, a Nail Probiotic Instant Boost marketed as a hydrating nail mask, and a Kur Nail Hardener and Base Coat combining evening primrose oil, garlic extract, vitamin E and biotin.

Londontown positions itself within clean beauty. The company frames clean formulation as the foundation of the brand and says it aims to deliver "safe, healthy, results-driven products for skincare, nail color, and nailcare" [3]. In a statement attributed to the founder, the brand puts it as: "Clean should look just as good as it feels. At Londontown, beauty is skin deep, and clean is always done effectively, effortlessly, and thoughtfully" [3].

The clean positioning rests on what the brand calls a "21+ free" formula. Retailer copy specifies that the polish avoids formaldehyde, toluene, phthalates, formaldehyde resin, camphor, xylene, ethyl tosylamide, TPHP and bisphenol A, among other ingredients [6]. The products are also marketed as vegan, cruelty-free and gluten-free, and the colour line is described as "breathable". One nail-focused review summarises the range as "21+ free, vegan and cruelty free" with no parabens or phthalates [4].

Londontown is an active brand. As of 2026 it maintains a broad retail presence in the United States, with a brand page at Ulta and listings through retailers including Anthropologie [7][8]. It is also carried by European retailers, indicating distribution beyond its home market. No Wikipedia entry exists for the company, and the available record consists mainly of retailer pages and independent editorial reviews rather than wide press coverage.