Does anyone else remember this stuff? Supernails Nail Food.


nail food

Back in the day when I worked for QVC (10 years ago!) this was their number one selling nail product and, yes, they did stock OPI, ProStrong and Nails Inc at the same time.

Legend has it that Supernails (or Zoya, or whoever the hell makes this stuff) got a bit too big for their boots and decided to sign a contract with Ideal World (QVC UK’s biggest competitor at the time) whilst still obliged to their contract with QVC. Although this stuff was available on the high street, QVC were disgusted with the lack of respect from the nail brand and so immediately terminated the contract. Nail Food went from being the best selling nail product in the UK to becoming a virtually unheard of brand overnight.

It’s a real shame because it was a superb product. It’s a two part nail solution product; Nail Eat strengthened and hardened whilst Nail Drink hydrated, defending against brittleness and peeling in the process. Depending on what course of action your nails needed you could favour one over the other, or like me just switch between the two evenly. It used to soak in rather than leave a gloss so could be applied over or under all of your existing nail polishes and in general was just one of those marvellous products that 10 years ago I wouldn’t be without.

It seems that Nail Food is still widely available in the States but I’ve only found one UK seller and that is Nail Care Club. I’ve bought some for old times sake, as I’m not getting on with Nail Envy (I never have if I am honest). It’s considerably more expensive than back in the good old days, I do believe it used to cost £12 +p&p for the two items, or you could purchase them individually or multi packs of either, whereas I’ve just paid £23 for the two bottles. Supernails also had an extensive range of polishes (Zoya) and a hand care and cuticle range called Qtica.

The sad part is that there is a completely unrelated item by Oriflame called Nail Food, which insinuates that the brand isn’t what it once was! I suppose there is a lesson there; don’t fuck with QVC.


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