Nails · Since 2019

NAIL·KIND

Be Daring. Be You. Be Kind.

NAIL·KIND is our vegan nail brand, sold at NORMAL since 2019. The range includes classic polish, nail care and UV gel polish for home use.

What makes it different

• Up to 85% plant-based
• Vegan
• Halal certified
• Produced in France
• Salon-quality gel results at home
• Trend-led shades every season

Sold at NORMAL and at nailkind.com in the UK.

Nails · 2026

NAIL·KIND The Gel Wraps

Gel nails without a UV lamp. Yes, really.

Glossy salon nails in just eight minutes. The Gel Wraps are not ordinary stickers but real pre-cured gel that goes straight onto the nail, with no UV or LED lamp at all. The result is a glossy gel finish that lasts up to two weeks.

They are built in layers, just like a traditional gel manicure. The edges are thinner and the centre is thicker, so the wrap follows the shape of the nail. Removal is gentle: no acetone, just a little nail oil and a wooden stick.

What makes it different

• Real salon gel look in 8 minutes
• No lamp, no liquid gel, hands in water straight away
• 16 tips with file and wooden stick
• Lasts up to 2 weeks
• HEMA- and TPO-free
• Three shades at launch: Bad Habit, Cat Eye Club and First Blush

NAIL·KIND The Gel Wraps launched exclusively at NORMAL in autumn 2026.

Makeup · Since 2018

THE MAKEUP LIBRARY

Be the author of your own collection.

The Makeup Library let you build your own makeup collection to reflect your personality, the occasion and your mood. It was launched exclusively at NORMAL and built on allergy-certified formulas.

What makes it different

• Collect and curate your own makeup library
• Allergy-certified
• Exclusive to NORMAL

Create your own beauty story.

Hair · Since 2019

FABLE FRIDAY

Brush. Strokes. Magic.

Fable Friday brought professional-quality hairbrushes to NORMAL. They come in boxes illustrated with a modern twist on the fairy tale of Rapunzel.

What makes it different

• Boar Bristle & Nylon Hairbrush for normal to thick hair
• Pure Boar Bristle Hairbrush for fine to normal hair
• Gently distributes natural oils for glossy, soft hair
• Detangles without pulling, with a non-slip handle

Make every day a #FableFriday.

Nails · Value

NAILD IT

Everyday nail polish. €2 retail.

Naild It is our value nail polish brand. It offers great colour, good quality and on-trend shades in a 10 ml round bottle at a price anyone can afford.

What makes it different

• Recommended retail price: €2
• 10 ml round bottle
• A wide, trend-led shade range
• Built for high-volume retail

Colour for everyone, every day.

Pets

PAWLI

Sustainable care for dogs.

Pawli is a sustainable dog-care range developed for NORMAL. It brings the same clean, considered thinking we use in beauty to the four-legged members of the family.

What makes it different

• Sustainable dog shampoo and care
• Gentle, considered formulas
• Short coat, long coat and detangling spray
• Developed for NORMAL

Soft care for every coat.

Hair

DESTINY'S TALE

Hairbrushes in bamboo and acetate.

Destiny's Tale is our hair range in bamboo and plant-based acetate, with natural materials and a beautiful finish for everyday use.

What makes it different

• Brushes with a bamboo base and boar bristles, min. 75% natural
• Combs and clips in biodegradable cellulose acetate, made from cotton and wood pulp
• Hand-assembled brushes, pins heat resistant up to 220°C
• Colours: Pink Pearl and Turtle

Brushes, combs and claw clips that look as good as they work.

Makeup

DINNÉ

Clean makeup and makeup brushes.

Dinné is our makeup and brush brand. It was built on allergy-certified and COSMOS formulas for people who want makeup that looks good and feels good on the skin.

What makes it different

• Allergy-certified and COSMOS makeup
• Foundation, complexion and colour
• Makeup brushes to match

Makeup that feels as good as it looks.

Makeup · 2017

NOBLE NORDIC

Brushes and makeup created with Julia Sofia.

Noble Nordic is a makeup line we created together with Julia Sofia. It covers both makeup brushes and makeup, and combines Nordic simplicity with an easy, wearable look. It launched in November 2017 and came to Magasin in 2018.

What makes it different

• Developed in collaboration with Julia Sofia
• Brushes, sheet masks, lips and mascara
• Pop-up stores and a brand on wheels
• Winner, Danish Beauty Award 2019: Årets Forbrugerpris

Strong is the new beautiful.

Makeup · Brand concept

GIRL

Not just another makeup brand.

A new makeup movement, where self-expression trumps classic beauty perfection. GIRL is a makeup brand concept with a palette that works for everyone, because makeup has no gender, and a tool kit that makes it easy to experiment.

What makes it different

• Bite Me: a muted palette that makes juicy colours pop
• Yello Not Mello: purple and yellow, a pairing rarely seen
• Sucker For Love: vibrant colour, delivered softer
• Rethink Rulz: silver grey, black and white with luminous pops
• We're Vibing: super brights, pastel brights and black

Because the look of today isn't the look of tomorrow.

Fragrance · Archive · 2018

THE SCENT LIBRARY

Mix Fragrance. Match Your Story.

The Scent Library was the fragrance sister to The Makeup Library and launched exclusively at NORMAL. It was a wardrobe of four scents created by an experienced international perfumer. Each could be worn alone or layered with another to create a personal signature scent.

What makes it different

• Fruity: juicy blackberry and raspberry softened with vanilla
• Citrus: clementine and lime with mint and pink pepper
• Floral: rose petals and lilac with a hint of patchouli
• Woody: warm woods deepened by tuberose and myrrh

Compact bottles, made to carry with you and change your story whenever you like.

Skin care · Archive · 2017

GREEN N NORDIC

Superfood for your skin.

Green N Nordic was our Danish organic skincare range, launched exclusively at NORMAL. At the heart of every product is organic kale from North Jutland, rich in antioxidants and vitamins A, C and K.

What makes it different

• Luxury anti-ageing skincare at an accessible level
• Nordic Swan Ecolabelled and fragrance-free
• Certified organic ingredients
• Full range: micellar water, cleansing foam, serum, face oil, day cream, eye cream, night cream, clay mask and hand cream

From plant to bottle: the kale is grown in northern Jutland, freeze-dried and turned into the organic extract used in every product.

Skin care · Archive · 2017

BOTANICAL INFUSIONS

Radiance facial sheet masks.

In 2017 we launched a series of sheet masks at NORMAL. It was one of our first own ranges. Each mask is a 25 ml sheet mask with one botanical ingredient: an easy, quick and affordable treat for the skin at home.

What makes it different

• Pomegranate: fresh and refreshing
• Aloe Vera: soothing and hydrating
• Seaweed: mineral-rich and revitalising
• Centella: caring and balancing
• Grape Seed: rich in antioxidants
• White Tea: purifying and brightening

We brought one of the biggest global beauty trends into Danish stores at a price everyone could join in on.

Hand care · Archive · 2020

PURE KIND

Hand hygiene, fast.

In spring 2020 we developed Pure Kind, a disinfecting hand gel with glycerin, in just a few weeks. We took it from idea to finished product, including our own brand and packaging design.

What makes it different

• Hand gel with glycerin, gentle on the hands
• 50 ml for your bag, 250 ml for home
• From idea to shelf in weeks

Pure Kind shows how fast we can go from idea to finished product when it matters.

Fragrance · Bespoke

WANDT

A signature scent for an equestrian luxury brand.

WANDT is a luxury lifestyle brand for riders and horse lovers, at home at Château de Fontaine in Normandy. We developed a personal fragrance from the brand's own story and turned its brand book into a scent style.

What makes it different

• Fragrance brief and fragrance families
• Specialist ingredients and nose tasting
• Two concepts for a personal fragrance
• A soft leather accord as the signature of every scent

A scent that tells the brand's own story.