Modern beauty culture piles on pressure, telling women to be 'everything, all at once' - flawlessly.
Nails.INC saw the truth: life is already full of layers. Some you love, others you could do without.
The company's founder developed a new product called It's Topless as a one-step, 4-in-1 gel-like polish that simplifies beauty without compromise - treatment, base coat, colour, and top coat in one layer.
1000heads used this radical product innovation to spark a cultural conversation, challenging impossible beauty standards and reframing nail care as self-care.
#NailingLife became a rallying cry.
The campaign's goals:
Social listening and research revealed our audience - time-poor, multi-tasking women - wanted efficiency without compromise. They were overwhelmed by life’s layers and societal perfectionism.
Our core truth: the same beauty rituals that can feel like 'another layer of pressure' could become acts of self-care if reframed with empathy.
We positioned It’s Topless as the perfect fit for real life: a multi-functional, one-step polish that saves time without sacrificing style.
Our campaign heart: #NailingLife - a movement celebrating the messy, imperfect, busy reality our audience lives every day.
Instead of aspirational perfection, we showcased candid, chaotic, joyful moments. School runs, video calls, last-minute plans - each scene anchored the product as the quick, confidence-boosting layer you do want in your life.
The tone: witty, relatable, culturally fluent. Formats: TikTok trends, Instagram Reels, UGC-style creator content, and memes.
Execution
We took a platform-first approach
Creators superchared storytelling
We partnered with disruptive beauty creators who value honesty over perfection, delivering authentic, story-led integrations of “It’s Topless” into their day. Examples: a creator squeezing in a mani between meetings; another painting nails in the car mid-chaos.
Craft & design reflected our audience's world
Standout Moments
The #NailingLife campaign now exists as an ongoing brand platform, embedding Nails.INC deeper into identity-led lifestyle conversations and reinforcing authenticity in beauty.
The 'It's Topless' product range sold out at Target, Walmart, Amazon, and Superdrug - securing future shelf-space for the range at key retailers.
Scale & Reach
Cultural & Brand Impact
Commercial Impact
Thea Green, Founder & Chairwoman, Nails.INC
"The 1000heads team were brilliant partners on the It’s Topless campaign. From the outset, they combined sharp strategic thinking with real creative confidence, using their unique approach to social listening to uncover genuine audience insight and shape a highly relevant campaign.
They took the time to truly understand our product innovation and our brand, helping us bring something genuinely new to market in a way that felt bold, culturally relevant, and true to the Nails.INC DNA. It was a highly collaborative process and a partnership we genuinely valued."
