Nailberry Premium nontoxic nail care brand Nailberry has been acquired by Silver wood Brands plc.

The deal, intended to assist grow the brand, closed for as much as 10 million kilos, or the equivalent of 5 times sales, confirmed Joël Palix, founding father of boutique consultancy Palix Unlimited.

He acted as a mergers-and-acquisitions adviser to Nailberry, alongside Nnenna Onuba, an investor and strategic financial adviser, who founded LBB Skin Ltd.

Silverwood Brands is a beauty platform created by Andrew Gerrie, a cofounder of Lush.

Consumers leaned into nail care — especially of the nontoxic ilk — through the coronavirus pandemic, when the give attention to wellbeing and sustainable cosmetics products surged.

Nailberry was began in 2012 by Sonia Hully, who established a high-end nail bar in London’s Chelsea neighborhood. Soon after that, her concept segued right into a line of premium toxin-free, moisture-permeable polishes coming in popping colours and with long-lasting formulas.

Hully had noted that her clients were seeing their nails negatively impacted by lifestyle, pollution or semipermanent gel manicures, so she set about developing the Nailberry line to fulfill those concerns.

The brand’s products are cruelty-free and vegan, in addition to gluten-free, halal and “12-free,” meaning they don’t contain a dozen ingredients, including formaldehyde, toluene, phthalates — akin to DBP — and camphor.

Nailberry’s core range is known as L’Oxygéné and billed to be “breathable nail polish.” The offer has been prolonged with treatment products, also referred to as the Apothecary Edit. Those include the Acai Nail Elixir and The Cure Nail Hardener. Formulas contain ingredients akin to argan and sweet almond oils, Antarctic black algae and keratin peptides.

Nailberry is carried on the brand’s e-tail platforms and in brick-and-mortar stockists within the U.K., including Barrecore Ltd., Dajani Pharmacy and Dryby. In France, Nailberry is sold in Le Bon Marché, Ombres Portées and Le Nez Voyageur, amongst other locations.

Online, the 15-ml. nail polishes, with names like Pink Guava, Bubble Gum and Sacred Lotus, sell for 16 kilos.