buff is:
The highest possible standard in nail care.
We believe that nail care is a form of pleasure, presence and ritual and we want to help you cultivate The Pause as part of your everyday beauty routine.
Through holistic, customer-centred experiences and by nurturing our Nail Artists, we are redefining what nail care can be.
We are changing what it means to care for your nails both at home and in our studios, by focusing on every tiny detail.
BUFF is the future of nail care.
nail care with actual care
Having worked for a number of renowned Australian and international beauty brands for over a decade, Emma Forrest, Founder of BUFF, possessed deep insights into the inner workings of the beauty industry, both in Australia and overseas. She played a pivotal role in driving the growth of prominent beauty brands through e-commerce, marketing and technology, and recognised a glaring void within one particular area of the industry; nail care.
She knew the nail industry was built on the foundation of a quick fix. Nails are attended to as swiftly as possible, leaving customers with questions about hygiene, the long term health of their nails, and without any education around proper at-home care.
Driven by a deep sense of care and unparalleled insight into the beauty industry, Emma found herself on a mission to revolutionise the nail care industry. She was determined to bring about a new era that prioritised the holistic wellbeing of hands and nails, embraced moments of pause, and the wellbeing of Nail Artists, providing career pathways and fostering growth.
Since then, Emma's unwavering dedication and leadership have propelled BUFF's growth from a single studio to a thriving company that prioritises the professional development of her Nail Artists, a line of at-home nail care products and more studios on the horizon.
With her goal of making positive change in the world, Emma has become an influential figure in the nail care industry. She passionately speaks on global nail trends, the future of beauty, and serves as a prominent advocate for nail salons and their transformative experiences.
Our Vision
BUFF exists to redefine the modern nail care experience. We envision a future where Nail Artists can build fulfilling careers, and you can enjoy better, healthier nails. Our vision is to create a ripple effect throughout the industry by promoting transparency, quality, and sensory indulgence.
We achieve this through:
- architecturally designed studio spaces
- operating under a hygiene-first approach
- delivering modern and innovative nail care techniques
- offering the highest quality products and tools
- creating career pathways for nail artists with ongoing training and upskilling
Our promise to our Nail Artists and the nail care industry
At BUFF, we are committed to caring for our Nail Artists in every aspect of their professional journey.
We’re dedicated to transparency, kindness, respect, and a safe working environment.
We invest in our Nail Artist’s passion and education, recognising that their growth directly contributes to the success of our brand and the changes we want to see in the industry. We pay the award wage to ensure fair compensation and prioritise their professional development. Our pride stems from the positive feedback we receive from customers, knowing that our Nail Artists are part of something that allows them to deliver exceptional quality and service.
We are dedicated to reshaping the industry, making it accessible to as many people as possible. We strive to create beautifully designed spaces and deliver a care-centred approach to nail care that sets new standards. Our mission is to uplift the industry, ensuring that both our Nail Artists and customers experience the highest level of care and quality.
Join us on this transformative journey as we redefine the nail care experience. Together, we can create a future where every Nail Artist has the opportunity to thrive and where the well-being of both Nail Artists and customers is prioritised.
