At The Shade, a new nail studio concept from The Tox Founder Courtney Yeager, appointments start with clients laying face-down on a massage table. But that's not the only part of the experience that differs from your standard mani/pedi. The business, which opened its SoHo flagship in June, is on a mission to reimagine the modern nail salon experience. Its method involves a full-scale experience, engulfing visitors in a calming atmosphere featuring private suites and waterless nail treatments (read: no soaking in shared tubs). The Tox's signature lymphatic body sculpting techniques are also integrated into The Shade's manicures and pedicures — hence the initial face-down position — in pursuit of upgrading a traditional gel fill to a self-care reset.
"I looked at every pain point in the traditional [nail salon] experience and used it as an opportunity to build something better," Yeager tells Fashionista over email. "The Shade is a place you can actually come in, exhale and feel taken care of."
Photo: Courtesy of The Shade
Upon entering The Shade's SoHo studio, guests are greeted by stone-like walls and sleek, modernist furniture instead of the typical rolling chairs seen in most nail salons. There's no harsh fluorescent lighting or deafening pop music here, only soft ambient lights and soothing tones that aim to reduce overstimulation. From The Shade's in-store product displays to its intimate suites, this futuristic, monochromatic aesthetic flows throughout the space.
After ceiling-length curtains conceal visitors from the outside world, they can choose between UV-protectant or collagen gloves — which are included with every manicure. (Nail lamps emit a low amount of UV radiation called UVA during gel curing, so UV-protectant gloves help guard hands against premature aging.) The collagen gloves — or single-use, lotion-filled gloves with removable tips — aim to boost the skin's hydration and elasticity. Manicure prices range from $75 for bare nails to $265 for a full set, while pedicure prices range from $110 for bare nails to $135 for gel.
The Shade follows the Russian manicure method, where technicians file nails into the desired shape, buff out the edges and clean up the cuticle area without any water. Technicians then buff The Shade's Cuticle Oil onto the nails for a glossy finish. For those looking for a long-lasting gel set, technicians will observe the condition of the guest's natural nails and then proceed with the right course of action for the guest's personal nail maintenance. Regardless of the client's desired service, their long-term nail health takes priority over aesthetics at The Shade, Yeager says.
"Every guest gets a manicure that actually treats the skin, not just polishes over it," she adds.
Photo: Courtesy of The Shade
Each session also includes red-light therapy, which can ease inflammation and improve skin texture, per Yeager. She has even created and patented a specific red-light lamp that is used in treatments: It's different from other such machines on the market in that it "doubles as a dust vacuum to reduce the fine particles people would otherwise breathe in." The airborne dust from drilling away gel polish can potentially lead to long-term respiratory issues, but The Shade's special machine sucks up excess dust before it can be inhaled. This innovation aims to foster a "healthier" nail salon experience — for both the technician and the client.
The Shade's manicures and pedicures can occur simultaneously, with visitors laying face-down on a massage table in a secluded, dimly-lit room. This unorthodox positioning allows the customer to relax during their visit, while also allowing the technician better access to the feet and calves for the pedicure's exfoliating callus refinement treatment and final massage. For an added boost of R&R, technicians also offer a complimentary, single-use caffeine sheet mask to reduce inflammation and redness.
"Upgrading the pedicure wasn't about being different for the sake of it — it was about making it better and safer," she says.
Photo: Courtesy of The Shade
In keeping with its approach to a "wellness-driven" nail experience, The Shade's lymphatic drainage treatments help to reduce puffiness and improve circulation for busy hands and feet. The nail salon has taken a page out of The Tox's playbook, as Yeager's studio chain (which first launched in 2019) specializes in these sculpting treatments. To close out both the manicure and pedicure, technicians massage The Shade's Silhouette Sculpting Lotion into the hands and feet for a hydrated, smoothing finish.
The Shade's in-store product assortment currently features seven SKUs, including its Cuticle Balm ($68), Cuticle Oil ($68), Silhouette Sculpting Lotion ($72), No. 1 Candle ($98), Beauty Brew Tea ($24), Glass Slipper Foot File ($26) and Off The Clock Face Mask ($30). This line was "thoughtfully developed as an extension of The Shade experience," Yeager says, as it aims to function as the key to maintaining healthy-looking nails and cuticles between appointments.
"Ultimately, I wanted The Shade's products to reflect the same philosophy as the brand itself: results-focused care that feels modern, luxurious and unlike anything traditionally associated with the nail-care experience," she continues.
Photo: Courtesy of The Shade
Today, The Tox boasts more than 90 franchise locations across the nation, and The Shade is also adopting a similar model. After officially opening its first location's doors earlier this summer, the business is now courting potential franchise owners for expansion. Yeager intentionally created the modern nail studio as a "scalable concept," thus laying the groundwork for The Shade to be successfully replicated in other major cities.
"Everything we do — the atmosphere, the UV protection, the collagen treatments, the red-light and lymphatic treatment that is included in all services — comes back to one belief: Self-care should actually care for you," Yeager says. "That's the standard we're setting for the modern nail studio."
* This article was originally published here