Brand Spotlight: INITY

INITY is a Japanese professional nail brand specializing in salon-focused high-quality gels and nail products. It is the flagship brand of HBAZ, a company dedicated to producing professional grade nail products, advancing nail technicians through educational training, and product knowledge certification. HBAZ’s mission is to offer creative solutions that bring excitement and a sense of joy to everyone involved in nails.

Launched in 2016, INITY was created to meet the real, everyday demands of nail salons. From the start, the brand focused on delivering “high quality, large capacity, and low price” products that support creativity, consistent performance, and high usage. Through years of gathered feedback from actual use in salons, INITY refined its formulas to ensure reliable adhesion, long-lasting wear, and usability. Through its longstanding commitment to developing reliable professional quality products, INITY’s system of gels have become recognized for its popularity among salons and is highly rated in Japan and abroad. INITY distinguishes itself by offering essential products to create trendy and creative manicures.

While its affiliated brand, TOY’s x INITY, focuses on playful gels and specialty tools that add a fun, artistic edge, INITY’s lineup includes foundational salon staples such as basic gels, color gels, and tools designed for broad use. The name “INITY” carries the meaning of comradeship and friendship, reflecting the brand’s intention of being a supportive presence alongside nail artists in their daily work. 

Within INITY’s gel system is a wide variety of gels designed to meet the needs of both high-volume salons and more specialized, niche artists. Core offerings include essential base gels, versatile clear art gels, and high-performance top gels. INITY products and application methods are designed to adapt to each client’s unique nail condition, promoting personalized service for reliable results when applied properly. Each type of product is developed with its own distinct consistency and texture to deliver targeted performance, with qualities such as non-shrinking, appropriate self-leveling, and durability. 

Among INITY’s most iconic products is Fit Base Gel, developed after extensive salon testing and feedback. Revered for its long-lasting adhesion and flexibility, yet easy acetone soak-off removal, this base gel is easy to apply, does not shrink, and results in none to minimal lifting when properly applied. Clients can enjoy extended wear up to a month, while nail professionals can work efficiently without time-consuming removal.

Fit Base Gel Plus upholds the same adhesive qualities while offering added durability suitable for creating shape. It doubles as a base and builder gel allowing for in-fills and correcting unevenness. The Fit Base Gel Plus saves application time with its medium viscosity and excellent leveling capability, allowing shape to be created in a single stroke. Despite its capability to build shape, it maintains a controlled consistency that does not flow easily. With little to no heat during curing, it forms a clear, durable foundation for color and nail art.

INITY’s rich selection of high-pigmentation colors come in themed collections or individual options to inspire creativity and artistic expression. Made for modern, trend-conscious manicures, INITY color gels are versatile and deliver rich, high-impact color payoff, even with just a small amount of product. Although some INITY gels are available in bottle form, most INITY products are packaged in jars. This format allows for better brush accessibility and greater control over product pickup, supporting a range of application techniques. Its slightly thicker viscosity compared to other color gels allows for precise application and minimizes flow and flooding in unwanted areas.

For nail artists seeking fun and unique products to distinguish their artistry or meet tailored nail art needs, TOY’s x INITY offers an extended selection of playful nail art supplies and tools to bring nail art ideas to life. Within TOY’s x INITY’s product lineup are fun magnetic gels, specialty glitter gels, 3D clay gels, special effects powders, nail inks, acrylic powders, art brushes, and other unique nail materials that make creative nail art more expressive and easier. TOY’S x INITY often blends unique textures and colors with functional quality making it a popular go-to for creative nail professionals and hobbyists alike. 

Check Out Some Fun Favorites From TOY’S x INITY:

 

For the 3D Nail Artist

TOY’s x Pink Rose Window Nendo Gel

For Nuance Nail Artist and Nail Ink Enthusiast

TOY’s x INITY TINT INK

For the Magnet Gel Specialist

TOY’s x INITY Jelly Mag Collection

Developed with salon professionals in mind, INITY products combine generous volume, premium quality, and cost efficiency based on years of professional nail industry experience. When choosing INITY, salons and nail artists can have confidence knowing that they are working with high-quality products made to support professional craft and artistry for reliable results. With both essential gels and nail art supplies that are designed to be compatible, nail artists can find peace of mind in INITY and TOY’s x INITY at their side.

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