Behind the Brand: Cassie, Founder of Nailuxe

Behind the Brand: Cassie, Founder of Nailuxe

After years of doing her own nails and struggling to find a nail brand that she could relate to, Cassie finally decided to create the perfect at-home luxury Reusable Press On Manicure - that's worthy enough to be a part of your nail care ritual. 

Continue reading to learn more about how Cassie started Nailuxe, her morning routine, her advice for others wanting to start up their own business and more.

women standing near fireplace with cream aesthetic

How and when did you launch Nailuxe?

I’ve always been a DIY beauty kind of girl, everything from doing my own lashes, to hair, to nails. I never had the luxury of time or money to spend it at the salon, so I had no choice but to learn and do things myself. My nails were always something I would get complimented on when I did them. After more than 10 years of doing my own nails, I started working on launching my own press ons in 2018. The timing couldn’t have worked out better because by late 2019, I really started to see the demand for at-home nail care as salons were closing due to the pandemic.

Describe your morning routine.

I love my morning routine but to be honest, not everyday is the same and sometimes my routine changes. Most days, especially during the work week, I wake up around 7:00 AM, get ready and dressed - this includes doing my makeup which helps me feel put together - make myself a cup of tea and check my planner. I don’t look at my phone for the first two hours of waking up. I find this really helps me set myself up for a positive and productive day.

What’s your go-to WFH outfit?

It really depends on my mood and what I have planned that day. But most of the time, I dress for comfort… especially when working long hours at my desk. You’ll probably find me in a matching sweat suit or something comfy. 

With being so busy, how are you practising self-care and wellness?

Self-care for me is really about looking after myself both physically and mentally. I love going on my daily walks and aiming for 10k steps everyday. Exercise is a way I can clear my mind and recharge, especially after a draining day at work. I find I do my best thinking when I’m on my walks outdoors. It’s a great time for me to reflect and practice gratitude. 

women wearing white tank and white jeans standing by large window holding laptop

When it comes to nail care, what’s your go-to routine?

I used to bite and pick at my nails a lot so I feel like I’ve come a long way in my nail care routine. I focus a lot on nail health, which helps make manicures look that much better. I love beauty products and little luxuries especially when it comes to my nails. My everyday favourites include Necessaire's The Hand Cream and a hydrating cuticle oil. I like to take care of my nails after my shower when my cuticles have softened and are easier to push back. If I find my hands need some extra tlc, I like to use a facial or body scrub to buff away any dead skin. Then, on every other night, I slather my hands with the cult-favourite Nivea Creme before bed. This helps soften and smooth any dry patches on my hands and leaves them feeling silky soft in the morning. Last but not least, my nail care routine includes my beloved press ons. At the moment, I’m loving our Reusable Press On Manicure in style Classic French. It saves me so much time and looks like I spent hours and $$$ at the nail salon. It turns my short nails into classy nails in less than 10 minutes. I love it! 

Which emojis do you use the most often? 


What’s your horoscope sign and how would you describe yourself in 4 words?

I’m definitely a true Taurus and anyone who knows me reminds me of it often! I would personally describe myself as loyal, patient, ambitious, and reliable. 

What is your daily mantra or words to live by?

“You attract what you are ready for.” 

women sitting on floor against a couch filing her nails

What are you reading or listening to right now?

I love listening to podcasts and audiobooks. A few of my favourite podcasts are Making Good: Small Business Podcast, Dateline, Life with Marianna and The Skinny Confidential Him & Her Podcast. The audiobooks I’ve been loving recently are “You are a Badass at Making Money” by Jen Sincero and “The Paris Apartment” by Lucy Foley. 

What advice would you give to someone thinking of starting their own business?

My advice would be that you have to be willing to roll up your sleeves and do a lot of things yourself, especially in the early startup years of the business. I believe this is the best way to build a solid foundation and to learn all facets of the business. In terms of success and reaching goals, I think it’s important to have a growth mindset and to surround yourself with positive influences who will support you. Get rid of any energy vampires or people who will negatively affect you. Having your own business is a wonderful thing but can often be glorified online and in social media. It’s not as glamorous as many may think. There’s a lot of hard days but if you’re passionate about what you do then it’ll all be worth it.

Get Motivated with Cassie

As Nailuxe's Founder and Owner, Cassie is busy managing all business operations, research and development, business planning, creating marketing strategies and so much more. She balances work with daily walks, cooking, spending quality time with partner Justin, visiting family, and decorating her home. Checkout her go-to playlist that gets her motivated for her busy days.

The Modern Manicure

High performance press on nails that last up to 2+ weeks and are vegan & cruelty-free.