Indie brand Color Street recently expanded its omnichannel approach with the launch of an official Color Street TikTok Shop.

Founded as an independent brand in 2017 by entrepreneur Fa Park, Color Street revolutionized the modern manicure by introducing an entirely new beauty category with real nail polish strips.

Fueled by a community of stylists who deliver the brand story and product offerings through modern day, digitally-activated direct selling businesses, Color Street’s patented nail strips remain the hero product; new shades and designs get released twice-monthly based on trends.  

Building on extensive color expertise and insights, Color Street introduced a “clean” beauty cosmetic line with lipsticks, lipliners, mascara and gel eyeliners in 2022.

Now, the global beauty brand is at the forefront of innovation with on-trend offerings across nail color, nailcare and color cosmetics.

The Color Street strips are made with 100% real nail polish that peel off and adhere to nails’ unique shape without any drying time.

“Launching an official presence on TikTok Shop is a key step in our continued omnichannel journey. Our goal is to best meet today’s consumers where they are and create demand to support the overall business and Stylist community,” said Park, Color Street founder and chief executive officer.

TikTok Shop

The brand recently launched the official Color Street TikTok Shop. The move partners actively engaged, dynamic community of content creators on the platform to showcase how to use Color Street products to stay up-to-date with the latest beauty trends and movements, said Park.

“Beauty enthusiasts can purchase all of the brand’s core shades via this destination for discovery and trends,” he noted. “Our Color Street Stylists remain the independent sales force at the core of the go-to-market strategy and these omnichannel expansions support them in our mission to drive greater brand awareness.”

The brand’s in-house R&D, design and manufacturing teams are all located in the US. Owning both the manufacturing and distribution allows Color Street to move with the trend cycle, dropping new designs twice a month. The company is located in Totowa, NJ.

The team of R+D leaders is constantly exploring new ways to deliver formulas, drive trends and keep customers at the forefront of beauty, said Park. 

The newest collection at Color Street is the Mediterranean line, as seen here.