Townhouse Launches Flawless Collection

Townhouse has introduced the Flawless Collection, a two-part range that brings a proprietary gel system to its salons and a complementary polish line to retail, signalling a push into own-brand colour with durability and care credentials front and centre.

The in-salon Flawless Gel promises up to 21 days of wear and is covered by Townhouse’s seven-day Flawless Finish Guarantee. The formula is TPO-free and made in Europe, with a rubber base designed to cushion and protect natural nails, and the brand specifies vegan and cruelty-free status. Bookings are now live across Townhouse sites.

For at-home users, Flawless Polish launches in 39 curated shades with a daylight-cure topcoat that aims to deliver a gel-like, high-gloss finish and up to 14 days of wear. The polish is a 9-free, vegan and cruelty-free formulation, sold through Townhouse’s e-commerce site and in salons.

For a salon group that has built its proposition on consistency and service standards, moving into a house-label system tightens quality control from formula to application while creating a retail bridge via matching polish shades. Expect Flawless to sit alongside Townhouse’s seven-day guarantee as a signature proof point during peak gifting and new-season colour cycles.