KNOWN FOR
Holistic nail care in Singapore
ABOUT THE BRAND
AUUM – The Honest Nail Spa is a Singapore-based nail spa committed to putting safety and wellness first. The company uses only 5 Free and 9 Free nail polishes which are free from the 5 or 9 most toxic chemicals usually found in nail polishes, and its technicians only recommend services that are appropriate for each individual client. AUUM offers a variety of nail treatments, including an Aromatherapy Mani and Pedi which uses freshly made, hand-blended skincare products. As well as being vegan-friendly, the products AUUM use are also hypoallergenic, fragrance-free, and paraben-free. The company was originally a pop-up salon, but for the last two years it has served as a mobile nail spa, which means that clients can receive a treatment inside Sentosa’s or Raffles’ prestigious spas, or opt for a manicurist to come to their home for a personal treatment or a manicure party.
VISION & MISSION
AUUM’s vision is to share its values of individuality, simplicity, and wellness. The company believes that wellness is a journey and a long-term goal, not a one-size-fits-all solution or an achievement to tick off of a to-do list. They aim to offer a safe, eco-friendly environment for their clients and technicians, as well as promote their own non-toxic nail polish formula. In the future, AUUM hopes to start retailing their hand-blended products and reassess their price points and manpower. Their long-term goal is to encourage people to opt for eco-friendly salons.
WHY IT’S CONSCIOUS
AUUM only works with products that are kind to both people and the planet. They use reputable, safe brands and also carry their own line, EcoGel. The nail polishes they use are 5 Free and 9 Free, and the aloe vera-based remover is free of acetone, so it doesn’t damage or dry nails out. All products are also safe for pregnant woman.
They also put wellness at the fore, offering honest advice about nail care and looking at the bigger, long-term picture, rather than simply providing a quick treatment that looks good. As well as this, they are proud to maintain world-class hygiene standards. Since COVID-19 emerged, the company has completed the Barbicide COVID-19 Certification, meaning they have been trained in how to avoid the risk of the virus in their practices.
WHAT’S ITS FIGHT
PROTECT THE PLANET: AUUM uses nail polishes that are toxin-free, cruelty-free, and vegan, and much of their packaging is biodegradable.
WELL-FOR-YOUR-BEING: The company opts for products that are hypoallergenic and free of gluten, fragrance, and the most toxic chemicals in typical nail polishes.
MEET THE FOUNDER
The seed of AUUM was planted when founder Zi was pregnant and had to bring her own non-toxic nail polish to salons when she wanted a treatment. In 2013, Zi launched AUUM, setting her brand apart from others by using nail products from non-toxic brands and maintaining a high hygiene standard.