Because a more beautiful set of nails starts with a cleaner, healthier base coat. That is the foundation of our business and also the inspiration behind the two X’s in our logo: 10 fingers and 10 toes — XX.
You avoid harmful chemicals in your food and skin care products, so why put them on your nails? If you think it’s “because you have to,” think again. All products used at Base Coat Nail Salon™ are plant-based and free of the most toxic chemical ingredients (including petrochemicals, parabens, sulfates, camphor and formaldehyde) to help you #TreatYoSelf to a cleaner, safer beauty experience.You won’t find nail-damaging acrylics, skin-aging UV lights or harsh, skin-drying nail polish remover at Base Coat. Instead, you’ll find a thoughtfully curated collection of 105 long-wearing colors with options to complement every skin tone, Oxygenating Medical Grade Gel, LED light to cure, and custom formulated creams, scrubs and oils scented with only essential oils and made of the cleanest ingredients possible. Our products are responsibly made in the USA, Leaping Bunny certified, vegan, and gluten- and cruelty-free.
When Tran Wills was pregnant with her fourth child, she decided she wanted one last pedicure before going into the hospital. Upon waiting for a treatment at a neighborhood salon, her nose started bleeding and she became nauseous due to the smells and harsh chemicals. She immediately walked out and, in her gut, knew that it was time for a better option—a healthier salon environment that everyone (even pregnant women, nursing moms, and those with allergies) could enjoy and benefit from. Tran had owned many businesses, collaborated with artists, worked as the social media director for a large online retailer, planned events, and helped build the creative community in Denver. She had acquired a list of accolades and, more importantly, developed a keen sense for community-based marketing and brand building. After spending years researching non-toxic nail products, she realized it was time to harness all that she had learned—and in 2013, she founded Base Coat as the first non-toxic nail salon in Denver, and one of only a few in the United States.
Sarah Simon is the founder and creative director of The Simon Collective, Base Coat’s main investing partner and creative director. The Simon Collective is a boutique venture capital firm within the Simon Private Equity Group, a subsidiary of the Simon Property Group.Born in Indiana with an upbringing in California, Sarah was raised with an intuition for business and has always had a passion for bringing visions to reality. After graduating from the Steinhardt School at New York University with a bachelor’s degree in Mass Media, Culture and Communications, Sarah began her career began by connecting with like-minded individuals with the intention of developing conceptual creative ventures. She has since gone on to curate an impressive roster of successfully launched businesses within the hospitality, wellness and retail industries throughout the United States. In 2011 she launched The Simon Collective to focus on supporting innovation and partner with clients and collaborators that she is intrigued by and passionate about.