It’s been almost 20 months since Tenoverten, along with a host of other beauty service providers, closed its locations and furloughed employees due to COVID. But the three co-founders behind the service-oriented, conscious nail care business are beginning anew. On Wednesday, the brand unveiled a new website that will help facilitate a refocus on DTC, complete with new products and a brand refresh. And, it will reopen its Manhattan flagship location on 57^th Street sometime in December, expanding to two adjacent storefronts and adding services, such as facials and treatments, within the new Thompson Central Park hotel, formerly the Parker Meridien.

Nadine Abramcyk, co-founder and Head of Brand for Tenoverten, said the new direction is a result of a robust DTC product business that grew by 151 percent since March 2020 as consumers took manicures and self-care into their own hands.

“We were putting together very simple manicure and pedicure kits on our site and saw wild demand for it,” Nadine said. Over the past 20 months, the brand’s business on target.com and in 860 Target stores has been strong too, which helped boost sales during a year where many small firms suffered.

“Our Target business was skyrocketing because people were buying supplies to do their nails at home,” Nadine added.

The high interest in products combined with a temporary departure from service retail allowed the female founders to come together to redo its look and also launch new items.

“The rebrand is inspired by art, based on Bauhaus-inspired shapes, and Rothko colors. It’s also genderless. To us, it was important that the brand be approachable and accessible to everyone. So, you’ll see that across our imagery and our new DTC site, which launched today,” said Adair Ilyinsky, co-founder of Tenoverten.

Tenoverten formulas are developed in-house and are free from any harmful ingredients. They are always vegan, cruelty-free, and manufactured in the United States.

“The we approach conscious beauty is from inception. We have a chemist that creates each proprietary formula. We’re not buying something off a shelf and adding an adjustment or tweaking it. We not only formulate this way we also manufacture this way, domestically,” said Adair.

Tenoverten’s newest products focus on at-home treatments and tools.

“We’ve been ruminating on the joy of creating our own tools and having our technicians who are the experts tell us what is essential to give a perfect at-home manicure or pedicure,” said Jaclyn Ferber, a co-founder of Tenoverten.

At-home treatments include The Rewind Exfoliator, a skin-smoothing, antioxidant-rich hand scrub; The Cocoon, an intensive hand and foot cream; and The Sleep Mask, a nourishing, yet lightweight, overnight treatment for the hands. New tools include The Nip, a cuticle trimmer; The Push Back, a 2-in-1 nail cleaning tool and cuticle pusher; The Right Foot, a callus-removing file; and The Eco File, which is made from sustainable bamboo. Tools are sold individually or available in kits such as The Manicure Kit, The Pedicure Kit, and The Tool Kit.

“We worked with a handful of suppliers for components with whom we have amazing relationships with, on products that are innovative and functional, who also are helping us get to a minimum of 50 percent inclusion on PCR for our components. I’ve been going to shows and cultivating relationships with green suppliers for years and we feel like we have great partnerships now with certain [green] suppliers,” said Adair.

Polishes include more than 40 non-toxic shades; The Rose Soak (previously: Rose Polish Remover), an odor-free, first of its kind, non-acetone, paraben-free polish remover; and The Rose Oil, an innovative roll-on cuticle oil packed with nourishing ingredients such as rose flower oil and vitamin E. Everything is available on tenoverten.com. The new items will enter Target in January when nail planograms turn over.

The brand worked with Los Angeles-based creative agency The Outset to develop its new brand identity and web experience. Its Fulton Street location reopened more than a year ago; future retail plans include new salon and pop-up concepts.

The company remains fully funded by its founders and initial investments made by family members 10 years ago. Funding may be something to consider in the future, but for now the company is bootstrapped.

“I think we’ll see as we scale the products business. Obviously at some point sometimes you need money to fuel growth, but so far we’ve managed to do it ourselves,” said Nadine.