NEW YORK — ONYX Professional has announced a comprehensive relaunch of the brand, introducing a renewed strategy centered on what it calls foundational beauty — the essential self-care routines that prepare hands, feet, and body for daily beauty practices.
The relaunch features the theme “Beauty from the Ground Up,” highlighting the company’s focus on initial steps of personal care that form the foundation of larger beauty routines.
ONYX Professional, with over 35 years on the market, has built its reputation on practical solutions for nail, foot, and bath care. The brand’s portfolio includes the No. 1 branded nail polish remover in the United States, as well as Hard as Hoof Strengthening Nail Cream, which has received more than 53,000 five-star reviews from consumers.
The company stated that the relaunch is based on existing products and includes improvements driven by direct consumer feedback. These updates involve modifications to packaging and formulations aimed at enhancing ease of use, performance, and the overall product experience, while still maintaining the effectiveness that has fostered consumer loyalty.
“As a brand built on trust, our most important input has always come from the consumers who use our products every day,” said Sandra Abdallah, beauty industry veteran and CEO of ONYX Professional. “This relaunch is about listening closely, making intentional refinements, and modernizing how we show up in a joyful and accessible way.”
As part of its strategy, ONYX Professional also aims to position foot care as a key element of modern beauty routines rather than a purely medicinal category. The company showcases products like its Cracked Heel Stick while launching a skincare-inspired three-step solution designed to provide both immediate results and long-term foot health benefits.
“As consumers extend ingredient-driven rituals across their wellness routine, foot care is emerging as a meaningful opportunity for innovation,” Abdallah added. “We see growing demand for solutions that combine efficacy with a more elevated, beauty-forward experience, rooted in the belief that beauty truly starts from the ground up.”
ONYX Professional products retail between $3.99 and $12.99 and are available nationwide at major retailers including Walmart, Target, CVS, Walgreens and Amazon. Updated assortments and refreshed products are expected to roll out across retail partners primarily in early 2026, with additional innovations planned throughout the year.
To learn more, visit https://onyxprofessional.com or follow @onyxprofessional_.
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