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With non-toxic polishes, open and airy studios, and in-depth consumer education, the Colorado-based nail salon chain has created a spa-like experience that truly delights all five senses without relying on the harmful practices traditionally used in the past.
Frenchies Modern Nail Care, the nail care chain founded by the husband-and-wife team of Guy and Stephanie Coffey, understands that a great nail salon experience is about much more than just an old fashioned mani-pedi. As a consumer and professional businesswoman, Stephanie Coffey frequently went to get manicures and pedicures, but often left feeling unsatisfied or turned off by the traditional salon experience.
“The typical nail salon experience was dirty, toxic and there was zero customer service,” said Stephanie Coffey. “The experience was awful, and we as consumers grew to accept this type of experience. As huge fans of the franchise model, we always had our eyes and ears open for new, innovative opportunities. Where can we change an industry? What needs to be changed? That is when the idea for Frenchies came. We saw the nail care industry and saw an opportunity in the market to change that experience.”
So, Stephanie and Guy teamed up to revolutionize the nail care industry by cleaning it up once and for all. With this, Frenchies was born.
Stephanie Coffey loved getting her nails done, but her interest in the industry wasn’t just coming from a consumer perspective. Before founding Frenchies, she held the role of president for the waxing franchise Waxing the City. Here, Stephanie Coffey spent much of her time diving deep into research around the current trends and predictions within the nail and waxing industry. How could an industry be so big and in demand, she thought, and still be plagued by substandard customer experiences?
“It is an extremely fragmented market,” said Stephanie Coffey. “The majority of nail salons are mom-and-pop, which means they often lack the infrastructure and tools to offer that amazing guest experience. It is a huge market that absolutely needs to change.”
From the client experience to the operations to the cleanliness, the Coffeys recognized that there was significant room for improvement across the nail care category. And it wasn’t about just offering a better mani-pedi; it was about creating a safer and more welcoming environment for both the general public and professionals within the trade.
“There were a lot of issues within the industry that were resulting in diseases, injuries and unfair employment practices,” said Guy Coffey. “A few years ago, the cheapest place to get a mani-pedi was Manhattan because of human trafficking, for example. There was no regard for labor laws or sanitation, and it was blatantly bad and dangerous for people. That is the industry that we are fighting in. That is why we want to revolutionize the space.”
Fueled by this mission, the Coffeys opened their first Frenchies studios in Littleton, Colorado in 2014 and have since grown the brand to include 24 units across the country.
“When I was in the studio, people were constantly approaching and asking me: ‘Where have you been? I’ve been looking for a place like this,’” said Stephanie Coffey.
When guests walk into Frenchies, they are treated to a spa-like experience above and beyond what they’ve come to expect from typical nail salons, Stephanie Coffey says. ?For starters, Frenchies doesn’t look, smell or feel like a typical nail salon. The studios are light, open and airy, completely devoid of the toxic chemical smell that has become synonymous with nail salons. Frenchies installs top of the line ERVS (Energy Recovery Ventilation System), which brings in fresh, filtered air every 16 minutes to ensure that guests are breathing only the most fresh air possible while enjoying their spa-like experience at the salon. This, in large part, is because the Frenchies brand is driven by the mantra: “We Love Clean.”
“Everything we do—the products, processes, procedures—is all done with a focus on cleanliness,” said Frenchies VP of Marketing Stacy Stout. “That is our guiding light. The nail world can be a dirty industry, but we believe everything you do to your body matters. We are having to re-educate the market because this is how it has been delivered for 60 years. We are doing it differently.”
So, what exactly does Frenchies do differently?
To start, each Frenchies studio features a three-step cleaning process for all stainless-steel tools, which includes the use of a medical-grade autoclave for chemical-free sterilization. Frenchies also uses freestanding basins for foot soaks—with no jets or pipes to trap harmful bacteria—and technicians only use files, buffers and orangewood sticks once.
In order to promote a more natural nail care, Frenchies carefully selects products that are free of the worst toxic chemicals. Most notably, Frenchies studios don’t use acrylics at all. A study by Colorado State University linked the use of acrylic nails to cancer, respiratory issues, pregnancy issues and more. Other dangerous tools or products (many of which are illegal) that guests will never see at a Frenchies include: credo knives (foot razors), cheese graters, acid-based products like callus removers or acid primers, porous tools, or products that create unpleasant smells.
Unfortunately, Stout says, most consumers don’t understand how harmful the typical nail salon experience can be. That is why the Frenchies brand is all about education.
“We dispel myths in the marketplace as we aim to become the voice of the future of the nail industry,” said Stout. “Everything we do, from the moment you enter the door to the time you exit, is all about the guest experience. We engage you with a Scent Wall, for example, where you select the scents of body butter and sugar scrub for your service. Next, we take you to the Polish Wall where we educate you on our non-toxic polish options. Then, we take you to ‘Coco’s Clean Room,’ where you will see the back of the house and we can show you how clean and sterilized our tools are. No salon does that! Every touchpoint is an education.”
The Frenchies process isn’t just cleaner; it is also greener.
“We use cleaners that exceed industry disinfectant standards, yet eliminate harsh chemicals that aren’t good for you or our water supply,” said Stephanie Coffey. “And because we don’t need plastic liners to provide sanitary foot care, we’re not sending tons of those to landfills. We are always looking for ways to reduce or recycle the waste generated in our studios. And we do the small things that add up to big things over time such as emailing receipts, using LED light bulbs, using washable towels at our handwashing stations and more.”
And while Frenchies takes nail care seriously, the vibe in the studio is anything but clinical. Guests will find a social, fun atmosphere where they can interact with each other and friendly staff.
“You’ll get to know your nail specialist, just like you do your hair stylist, and your nail specialist will get to know you,” said Stephanie Coffey. “It’s a fun, energetic place where you’ll actually want to hang out.”
While Frenchies’ prices may be a bit higher than traditional nail care salons, Guy Coffey notes that the brand aims to offer “affordable luxury,” which means a posh experience without the unreasonably steep prices of high-end spas.
“Many customers are realizing that a cheaper option just isn’t worth it anymore,” he said. “People don’t want to mess with their health, even in an economic downturn. That is why we offer affordable luxury.”
When the COVID-19 pandemic hit in 2020, Frenchies’ focus on cleanliness turned out to be more relevant and valuable than ever before.
“We touch people everyday, so we were pretty worried at first,” said Stephanie Coffey. “But luckily, our tagline from day one has been ‘We Love Clean.’ Now we like to say that ‘We were clean before clean was cool.’”
Coming out of the pandemic, people are more eager than ever to not only take care of their own health and wellness, but also to connect with others in a safe environment.
“People don’t go to the nail salon just to get their nails polished,” said Stout. “Since the time of Cleopatra, it has been a place to gather and enjoy the interaction with other people. You can’t do that with machines. This is an Amazon-proof model because humans want to connect, and the nail salon is a proven place where we go to do that.”
Looking ahead, the Coffeys have big plans for the brand and say they won’t slow down until Frenchies achieves its goal of revolutionizing the entire nail salon experience.
“Our big dream is to clean up the nail care industry by making it a pleasant, safe, pampering, self-care experience rather than one that just makes your nails look better,” said Guy Coffey. “Some of the bad actors in the nail industry need to go. The ones that aren’t taking care of cleanliness and safety, and more importantly, their team. We are raising the expectations of the consumer. We want there to be a pre-Frenchies nail care industry and a post-Frenchies nail care industry.”
The total investment necessary to open a Frenchies Modern Nail Care salon comes in between $262,444 to $447,016. For more information, visit frenchiesnails.com/own-a-frenchies/
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