Musician teams with Unlisted Brand Lab
Machine Gun Kelly (Colson Baker) has debuted the first launch from his new brand UN/DN LAQR, a genderless nail polish collection built on self-expression and creativity for all. UN/DN LAQR was conceptualized, developed, and launched in partnership with Unlisted Brand Lab, an innovative brand incubator.
Machine Gun Kelly is known for his bold fashion choices and seen as a pioneer in the nail art trend. UN/DN LAQR was created as an extension of his creative wheelhouse to share a message of non-conformity and ultimate self expression, values he holds true, using color without commitment.
On his decision to break into the nail category, Machine Gun Kelly says, “I don’t like to just stop at clothes when it comes to expressing who I am. Nail polish serves as a true vessel of self-expression — I can express myself one way today and do it all again tomorrow with something different. When I do my nails, that’s me wearing my own thoughts and making a statement. To me, polish is not just a color, it’s an intention. Every color has a purpose.”
“We started Unlisted Brand Lab to incubate the next generation of brands – breaking perceptions and disrupting category generalizations,” shares Unlisted Brand Lab Founder and CEO Candy Harris. “It’s been an honor to work with Machine Gun Kelly to transcend the nail polish category and foster a cultural shift that has been a long time coming. This is just the beginning, we are setting out to bring a new voice to beauty with a lifestyle brand that will spark a conversation well beyond the color drops.”
The debut launch features an assortment of ten colors and five top coats. The unique collection helps you set an intention, make a statement, and enables you to create and recreate your look over and over again. Strong neutrals and soft pastels are mixed with pop hues and specialty top coats, including three paint splatter polishes, creating a hundred ways to express the unexpected. All shades boast nine free, vegan and cruelty-free status. In addition to the individual shades, UN/DN LAQR is dropping eight curated trio sets and three polish kits giving the consumer ultimate creative control over their nails.
Single Shades are listed at $18 and include Sandstorm (Tan), Blank Canvas (White), Writer’s Block (Gray), Slippery When Wet (Light Pink), Bad Tendencies (Blue), Vertigo (Purple), 25 to Life (Orange), Party Favor (Pink), Mary Jane (Green), Depressionist (Black), Nothing (Matte)rs Top Coat and High Gloss Top/Base Coat.
Sets retail for $52 each and contain Underground Set, Never Done Set, Creators Set, Dream Crusher Set, Wet Dream Set, Bad Dream Set, Put Me On Top Set and Lucid Dream Set.
Kits run $86 apiece and feature Essentials Kit, Therapy Sessions Kit and Mixed Tape Kit.
UN/DN LAQR launches December 2nd on UNDNLAQR.com.
