Katia Beauchamp is back with her next venture.

The cofounder of beauty‘s original subscription box Birchbox and former chief executive officer of Victoria Beckham Beauty is debuting natural nail care brand Buff Beauty, focused on healthy looking nails as opposed to polish.

“Everything in beauty has evolved to celebrate and allow for this beautiful natural underpinning, and natural skin has now become this celebrated gorgeous thing, as is wearing your hair natural. I’ve just felt for so long like it’s strange that it hasn’t gotten to nails,” she said. 

“It just all came together, starting about a year ago, with this idea of skin care for your nails being a new thing that you could do every single day to have a beautiful bare nail, but then taking on that wall of nail tools and turning them into these like beautiful objects of desire,” she continued.

The full collection of 22 stock keeping units features crafted instruments designed in collaboration with jewelry designer Susana Vega, including the Sole Foot File, Dune Nail Brush, and Buff Rings. 

Other products include Surface Exfoliant, Strengthening Serum and Finishing Gel Oil. The collection will be available individually and in curated routine sets, with prices ranging from $7 to $50.

The concept follows three steps: resurface with Surface Exfoliant to refine the appearance of the natural nail surface and the skin that surrounds the nail; restore with Strengthening Serum to support stronger, healthier-looking nails and skin around the nails, and revive with Finishing Gel Oil to nourish nails and surrounding skin.

“The best beauty routines are the ones you can actually keep,” Beauchamp added. “Whether you are between salon appointments, taking a break for polish or gels, or are embracing bare nails as your signature look, Buff Beauty is designed to be your go-to for a beautiful bare look.”

Beauchamp founded Birchbox with Harvard Business School graduate Hayley Barna in 2010. Beauchamp left her post as Birchbox’s CEO in 2021 following its acquisition by FemTec Health. In 2022, she joined Victoria Beckam Beauty as CEO and departed that role at the end of 2024.

On her return to beauty she said: “I love the consumer, I love beauty, and where I get really drawn is where I feel like I can do something that’s a win for all where I can kind of expand the definition of what’s beautiful for consumers and give them products at the right price, and it could be a great business.”