Jin Soon Choi is known for her elegant simplicity and is one of the most influential nail artists in the industry. Born in Korea, Jin moved to New York City in 1991 and quickly built a reputation as a rising freelance nail artist. Her early experiences manicuring at salons - where the pace was fast and there was little time spent with each client - inspired her to go out on her own and offer more personalized, one-on-one services. She earned the nickname "Bicycle Jin" as she biked to and from her clients' apartments on her trusty 10-speed. Jin soon earned a loyal following as the go-to manicurist of top editors, photographers, designers and celebrities. Crowned the "Nail Guru" by The New York Times Magazine, Jin is best known for her ability to pinpoint current and emerging trends and translate them into the art of nail design.  

Jin believes that the nail polish should be as healthful and eco-friendly yet enduring as possible, therefore all of the shades in the collection are formulated with high-tech polymers and resins that ensure long wear and a shiny finish.  Nearly all the shades in the ever- growing collection employ a quick dry formula made specifically with busy women in mind.