Buff Beauty Founder Katia Beauchamp Brings Her Fresh Take on Nailcare to Target Beauty Studio

Once I had my first kids (twins!), manicures were easy for me to drop from my to-dos; instead of missing them, I felt free. I got curious about how to make my own bare nails look their best, and realized there was nothing built for that. Not a product, not even a vocabulary for it. I became fascinated by the idea that nails were often overlooked when it came to making the nail itself beautiful — everything was about covering the nail.

We spend so much time learning how to cleanse, exfoliate and hydrate our skin to make the most of what nature gave us. If skincare has transformed beauty priorities for our face, what would skincare for your nails look like?

Once we started formulating products and exploring the science behind nail health, the results were remarkable. It felt like there was an opportunity to create an entirely new approach to nail care focused on healthy, beautiful bare nails.

We started with the essentials. The core routine includes exfoliating, applying a serum and using an oil, all designed to support healthier-looking nails over time.

From there, I started paying attention to the nail tool aisle and realized it hadn't evolved much. Many of the products looked and felt the same. That inspired us to reimagine everyday tools like nail files, brushes and cuticle pushers, creating products that are beautiful, but also perform well and are delightful to use.

That was incredibly important to me. I love beauty, but I don't love routines that require you to stop everything you're doing.

I thought about how we could create products that fit naturally into moments throughout the day. Maybe that’s a few extra minutes in the shower or a quick step while sitting at your desk. The goal was to create habits that feel easy and approachable while helping people maintain healthy nails without adding another complicated task to their schedules.

We wanted the tools to feel more like accessories and less like purely functional objects. To bring that vision to life, we reimagined everyday items like nail brushes and foot files so they would feel elevated and beautiful while still delivering great performance. We engaged a jewelry designer, Susana Vega, to create tools that look like accessories and to design the ring (more on that below).

One of the most exciting parts of the process was working directly with manufacturers to create products they had never been asked to make before. Traditionally, these products are designed around efficiency and cost. We challenged ourselves to create tools that felt special while still being accessible to guests.

Honestly, almost every product had its own challenge.

Something as simple as a cuticle pusher required countless rounds of prototypes and testing. Every detail mattered, from the materials we used to the shape and ergonomics of the tool.

Our refillable nail file is another great example. It seems simple, but creating something durable, satisfying to use and easy to refill required months of collaboration with engineers and manufacturing partners.

From the beginning, I wanted Buff Beauty to be about personal style, not just nail care. This is a style, a point of view, and it’s fun. Since we’re celebrating bare nails, I thought it was important to create another way for people to express themselves. The rings became a natural extension of the brand. They’re playful, memorable and reinforce the idea that healthy nails can be a style statement all on their own.

The truth is that when the idea for Buff Beauty really clicked, I immediately thought, “This belongs at Target.”

I reached out to Target's nail buyer because I wanted to work with someone who understood the category and was excited about transforming it. After sharing the concept, there was immediate enthusiasm for what we were trying to create.

There was a tremendous amount of trust throughout the process. I had a vision, but many of the products didn’t exist yet. Target believed in the idea, which gave us the opportunity to build something truly different together.

I’ve always believed Target is one of the most trusted retail brands. Guests know that when they discover something at Target, it’s there because someone cares deeply about the product. That’s obviously really appealing to me. Only Target has the authority to say, “We’re going to think differently; we're going to do this from the perspective of the guest.”

What’s exciting about Target Beauty Studio is the opportunity to bring prestige and emerging brands together in a way that feels approachable. It creates a destination where guests can discover something unexpected, whether that’s a new brand, a new category or a completely new beauty ritual.

For Buff Beauty, that’s the perfect fit. We’re introducing a new way of thinking about nail care, and Target Beauty Studio is all about helping guests discover what’s next.