In this series, WeWork’s director of digital community selects a WeWork member to get to know better, sharing her fun findings with the rest of the community.
Paintbox takes nail art to another level. From the ever-changing menu of designs and options to the curated selection of seasonal colors, this high-design nail studio makes elegance accessible. I spoke with Paintbox’s founder, Eleanor Langston, a WeWork Soho member, about her favorite colors, the latest trends, and bringing her experience in beauty writing and magazines to her company.
So tell me a little bit about yourself and how you started Paintbox.
I was a beauty editor for 10 years, working at Cosmopolitan, Elle, Fitness, and then freelancing for a few other magazines. When I was in beauty editorial, I saw the huge trend in nails—the boom that happened in the 2000s with celebrities and the fashion world trying really cool things with nails. So after I left the editorial world, what jumped out to me about nails is I saw all these trends happening, but I didn’t know of a place to go to here in NYC where I could do these cool, sophisticated things to wear to work.
My purpose in starting Paintbox is to help women navigate nail trends—whether it’s through a lookbook of suggested color combinations and designs based on fashion week designs, or separate individual season collections. With magazines, we took every trend on the planet and broke it down for what our readers wanted. The same thing for nails—what’s doable, what works for a modern woman, what’s something you can wear to work, or something that’s out of your comfort zone, but not too crazy.
Paintbox offers a seasonal collection of thoughtfully edited nail designs and colors reminiscent of runway and editorial trends. How do you and your team decide what influences to include?
We mainly use Pinterest. We have tons of secret boards that we share back and forth— whether it’s clothes, architecture, or even interior design. We get inspiration from a lot of random things and work cohesively as a team to narrow down what makes the cut each season. Definitely a group effort.
When did you first realize you loved the world of beauty products?
Probably right after I moved to New York from Tennessee. I had a journalism background and became a beauty editor because I loved the color theory as well as the science behind beauty. My background was in interviewing dermatologists, aestheticians, stylists. I love the beauty and science behind so many things: fragrance, hair, nails, makeup, skin health. I love the research as well as the fun stuff. So it had a great combination of research mixed with style and color.
What nail polish colors are absolute essentials in your life?
Well, I always rotate, but I really love Essie Bikini So Teeny on my toes right now. I really love Gelish I Or-chid You Not—it’s a gray taupe, a modern neutral—and also a poppy red by CND Lobster Roll. I’m a huge fan of gel—I love Gelish and CND Shellac for longevity and giving my nails more bulk. With two young sons, I need long-lasting, effective gel manicures.
What nail polish trends do you see as being big this year?
I think in terms of nail art, we’re focusing on less is more and doing interesting things with that. So graphic designs, a lot of negative space, cool metallic, holographic, or pearly foils. A lot of iridescent, as well as polarizing color combinations.
What’s some of the feedback you’ve received from Paintbox users so far?
It’s really fun to see women get out of their comfort zone. A lot of them think they’re just coming in for a basic manicure, and they’ll end up with a cool design and become a regular. New York is so busy and hectic—our clients run in all busy and hectic, and they always leave confident and happy. It’s been fun seeing how much a manicure can change your mood for the day. And it’s great to see how many people come in groups! We serve champagne, wine, comfortable chairs, fun music—it’s an elevated experience that encourages people to multitask by spending time with their friends while getting beauty services.
Anything else we should know about you?
Fun fact: Elvis Presley was my third cousin. My grandma and Elvis’ mother were first cousins. And I’m from Memphis, Tennessee, born and raised.
Photos: Paintbox