Sonakshi Sinha is known for her bold and quirky approach; and much like her personality, the buzz created before the launch of her new brand was unconventional. Playing a little trick with her fans, images of Sonakshi with a ring on her finger created quite a buzz in the country, a few days before the launch. While some were taken aback others eagerly waited for the ultimate reveal.
Finally on 12, May 2022 Sonakshi Sinha announced the launch of her brand, SOEZI — a millennial press-on nail brand for peeps who believe in being sassy, trendy and confident while also having fun. Available in a variety of styles, effects and designs, ranging from basic, pastel, chromatic and many more, you can customize the press-on nails of your choice to the shape and length of your desire while shopping on the website. While many are apprehensive about the harmful effects of press-on nails, SOEZI comes with an EziOFF — Nail Glue Remover nourishes and restores your nails. Each kit also includes 20 press-on nails that follow universal sizing to fit all nail beds seamlessly, a reusable filler and a buffer.
Behind the brand lie boss ladies, Sonakshi Sinha and Srishti Raai LuxeBook caught up with Sonakshi Sinha to know all about her young brand.
You’ve always been an icon when it comes to fashion, what made you foray into the world of beauty?
I wouldn’t call myself an icon, but I like experimenting with my fashion and I’ve learnt over the years what works for me and what doesn’t — it’s an ongoing process.
Beauty is something which has always been on my mind because it’s such a big part of my profession, but I didn’t want to bring in something that everyone else is doing. So when we found out about press-on nails being an unexplored sector in the Indian market, that’s what we grabbed and got into because we wanted to be pioneers in that field. And that’s how SOEZI came about.
What was the biggest challenge you faced while launching the line and how did you overcome it?
Acting has always been my main profession, so getting into something new was challenging. But it was more enjoyable than anything else. I tried out the products, and tested them in different situations — I would wear them on my holidays, on shoots, I’ve even gone diving with my nails — I’ve even given feedback and been a part of the whole creative process from scratch. It’s very fulfilling for me to be able to build something from scratch.
Can we expect to see more designs with nail art in the future?
Yes, lots of more new and exciting designs are coming up. I and my partner Srishti Raai spend lots of time researching the current trends, what women are liking, what they need and that’s how we finalise the designs that go on our website.
Tell us a little bit about your favourite nail art trend and one colour you love on your nails?
I’m a very simple person, so I prefer to play it safe. I’m a big fan of long and oval nails because that’s what suits my hands the most. and I LOVE matte finishes. One colour that I absolutely love on my nails would be white or a nice shade of coffee.
When was the first time you used stick on nails?
The first time I used stick-on nails was on a shoot for my song Mil Mahiya, and that’s when I realised how easy it was to add to your look. Sometimes you’re so well dressed but your nails are bare and probably not done or not in the right shape and length you want, that’s when I realised what an asset press-on nails are.
Tell us about the most bizarre beauty trend you’ve tried.
I like to experiment with beauty and fashion but I’ve never done anything quite bizarre.
What drove you towards becoming an entrepreneur?
It’s been on my mind for a while, but I didn’t want to get into something that everybody is already doing. I wanted to do something where I can be involved in from scratch. I was approached by many brands to be a part of them, but that is not the way I wanted to go. I wanted it to be my own.
One beauty trend you’re currently crushing over?
The use of a lot of highlighters!
One beauty tip for all women and men out there?
Less is more. You have to work with what you have and make sure that your makeup enhances your own beauty.
One piece of advice for all young entrepreneurs?
Go for it — confidence is key. I think the first step is the one that matters the most, so if you have something in mind let go of all your fears and take the plunge.
Fancy nails or statement couture?
Fancy nails for sure.
Pastel hues or vibrant shades?
Monotone or multiple shades?
Smokey eyes or winged eyeliner?
Winged liner, hands down!