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Brand Story
ICON BY ELENA was born from the skilled hands and visionary heart of Elena — a master nail artist who turned resilience into artistry and artistry into a brand. To us, hands are more than tools. They are identity.
They greet, create, care, and leave traces of presence in the world. Every product, every formula, every name is crafted with intention — to empower professionals and honor women’s individuality. Here, color is not ecoration. It is character. It is truth, sculpted in every
shade.
Mission, Vision & Values
Our mission is to create high-performance, health-conscious nail products that transform everyday services into moments of artistic impact. We design with meaning — formulating clean, intuitive systems that empower professionals to sculpt with confidence, express identity through color, and elevate their craft with every impression.
Our vision is to shape the future of professional nail beauty - by turning color into character, toolsinto expression, and artists into icons.
Empowerment - We see every nail artist as a creator, and every set as a masterpiece of expression and detail. Integrity - We craft clean, transparent formulas with a strong ethical foundation - because beauty should never cost health or trust. Emotion -Driven Aesthetics - Every name, every shade, every texture holds meaning — we design with feeling, not just function.Craftsmanship - We obsess over the small things: the glide, the curve, the flash cure - because professionals deserve perfection. Connection - Our products are bridges between technician and client, story and self, hand and impression.
"Sign Your Impression" – More Than a Slogan
The Brand Philosophy, Captured in a Single Line
The philosophy is built around five pillars:
The Hand as Identity
The Technician as Creator
Color as a Language of Expression
The Salon as Transformation
The Impression as a Signature
Brand Story, Emotional Value & Strategic Relevance for Salons
The Brand Philosophy, Captured in a Single Line
“Sign Your Impression”- this is more then a slogan
It’s the soul of ICON BY ELENA - a philosophy shaped by creativity, guided by beauty, and expressed through the hands of professionals.
“Sign Your Impression”- reflects what happens every day in the salon: a moment where style becomes identity, and gesture becomes meaning. It speaks to the deep emotional role of color, care, and craftsmanship, not only for the woman wearing the polish but for the artist who applied it.
Ingredient Ethics & Safety
Formulated for trust. Built for beauty
Our formulas are HEMA-free, cruelty-free, vegan, and non-toxic — developed to honor both people and the planet. From the outset, we made a deliberate decision to exclude Trimethylbenzoyl Diphenyl Phosphine Oxide (TPO) from our formulas. TPO is a UV/LED photo initiator listed under CAS number 75980-60-8 and classified as a Category 1B reproductive toxicant by the European Commission.
As of September 1, 2025, TPO was officially banned under Regulation (EU) 2025/877 — a directive that prohibits the use of carcinogenic, mutagenic, or toxic substances in cosmetic products.
We use safe, high-performance alternatives to ensure exceptional curing, strong adhesion, and long-lasting brilliance — all without compromising safety. This approach reduces the risk of allergic reactions, skin sensitization, and long-term toxic exposure, providing peace of mind to both professionals and clients.
Life Style Message
The Ritual Beneath the Surface - Where Care Meets Precision Nail care is more than beauty. It’s a ritual of precision, protection, and deep respect — for the hands, the craft, and the woman herself. Beneath each polish lies more than color: there is shaping, cuticle care, hydration, and most importantly — an understanding of the nail plate’s physiology. The nail plate is the visible, hard surface of the nail, composed of compressed keratin cells. Though not “alive,” its health depends entirely on how it is treated — from prep to removal. Because it lacks nerves or blood vessels, the nail plate doesn’t “get tired,” but improper removal, excessive acetone, seasonal shifts, or hormonal changes can compromise it. That’s why true professionals choose gentle, breathable, HEMA-free and TPO-free formulas — those designed to protect and support the nail’s natural structure, not strain it.
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