Habit Cosmetics

We were able to chat with Aja Frierson, founder of Habit Cosmetics a brand creating nail polish that has a clean formula that is actually good for your nails. Read more about how she started the brand and her goals below!


What is the meaning behind your brand name?

The name Habit refers to the costumes, or habits, that people wear everyday, and to the role cosmetics play in creating those personas. It also recalls the self-care rituals that ground us. I thought these two connotations were perfect for a makeup brand!

How/why did you start your brand?

In 2011, I became obsessed with nail polish, but every brand I tried came up short on either their ingredients, the colors they offered or their packaging. I naively thought, "I'll just make my own; how hard could it be?" After two years of testing, designing and sourcing, I launched Habit in 2013.

What was your biggest obstacle with launching a brand?

Access to capital. Our formulas and almost all of our components are made custom for us, so starting and running a product-based business like ours can be insanely expensive. It can be a constant juggling act to be able to keep our standards high, keep our retail prices reasonable and keep our doors open.

What motivates you to grow your brand?

A passion for the products we're creating and for the clean beauty industry! I love what we produce and stand for, and I have so many beautiful product ideas that I'm dying to make!

Any tips and tricks on using your products?

Before painting your nails, wash your hands first with soap and water to remove any oil on them. And always paint each coat over the edge of the nail to seal it.

Does your brand give back? How?

I definitely want to take Habit in the direction of giving something back to our local community, but we don't at the moment. Because of our ingredients, packaging and the fact that we're still a small company, our manufacturing costs are vey high, so we don't currently have the margin available to be able to give back. But we're working on getting our costs down so that we can afford to partner with a non-profit in the near future!