Join the cult, Cult Nails that is

Nails are having a white-hot moment right now.

Need Proof?

The Los Angeles Times recently reported that sales of hand- and nail-care products in the U.S. totaled $707 million in 2010, an increase of 11.9% over 2009, according to Mintel, a consumer product market and research group that tracks the beauty industry.

So let me tell you about my latest nail obsession: Cult Nails, the indie-est of polish lines, which is less than a year old and making big waves in the industry.

I was inducted into The Cult by my in-the-know blogger pal Kisten, who writes about all things nails over at Polish Pauper. So by the time I met Cult creator Maria in person at Cosmoprof this summer, I was already a fan by association.

Then I tried the polish. Maria graciously gave me two colors to try out. In A Trance quickly became a favorite and an attention-grabber. People were constantly grabbing my hands, asking where I had gotten the deliciously golden-olive-tan color. I happily obliged and did my best to get them to join the Cult.

My favorite thing about Cult Nails (besides the crazy cool names like “My Kind of Cool Aid” “Devious Nature” and another shade affectionately called “Unicorn Puke” by polish devotees) is the magical combo of durability and absence of toxic baddies like touelene, formaldehyde, dibutyl, camphor and phthalate.

As someone who is chronically hard on manicures, I’m floored by how well this polish wears. Even after days of dishwashing, typing and tying shoes, there is little tip wear and chipping.

The Cult is picking up members quickly — the line was recently included in the gift bag for the most recent Lucky Fashion and Beauty Blogger Conference and featured in Teen Vogue.

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