Welcome To HONA's Next Chapter
In just five years, HONA has grown from a passion project into a trusted, community-led brand shaping the future of modern nail artistry. We’re proud of how far we’ve come, and even more excited about where we’re heading.
2025 marks a new era, not a rebrand, but a refinement.
We’re not changing who we are. We’re elevating how we show up. This evolution is about clarity, consistency, and staying true to our values across every touchpoint.
Behind the scenes, we’ve been making bold moves to support this next chapter:
- Expanded into a larger HQ to power our content, education, and fulfilment
- Launched TrueBuild: our strongest, smartest builder gel yet
- Upgraded brush quality after resolving a recent packaging issue
- Refreshed our visual identity and product naming for stronger alignment with our mission
This is a pivotal moment for HONA and it’s just the beginning. We’re so glad you’re here with us for what comes next.
A Message from our founders
Watch now as Mike & Charlotte Henson, the husband-and-wife team behind HONA, share what this milestone means and why they believe this next chapter is such an exciting one for the nail industry.
What does this mean for you?
As we evolve, one thing remains the same: our commitment to you. We’ll always be transparent and keep you updated every step of the way.
This brand refinement isn’t about changing who we are, it’s about showing up more clearly and consistently, while staying TRUE to what matters most:
- Safer formulas, driven by hypoallergenic innovation
- Stronger systems, developed by chemists and tested by pros
- Smarter education and ongoing, community-first support
- A continued focus on transparency, trust, and high performance
We're not just updating how we look, we’re doubling down on what we stand for. Our mission, our values, and our commitment to supporting nail techs with professional-grade products that are safer, stronger, and smarter? That’s not changing. That’s who we are.
So What’s Changing?
A few things, but all designed to elevate your experience and reflect who we are today.
We’ve refreshed our overall look and updated some product names to bring more clarity, consistency, and confidence across the brand. You’ll start to see more True, less Pure, a small change that represents a much bigger shift in how we’re evolving.
One of the most exciting updates? We’ve said goodbye to PureBuild and Hello to our all new TrueBuild, our strongest, smartest builder gel yet, created using real feedback from our pro community and expert insights from our chemists.
Want to find out more about TrueBuild? Here’s everything you need to know.
Product Name Updates
Some of your favourites now have new names, but rest assured, the formulas and quality remain exactly the same.
As we transition through existing stock, you might still receive bottles with the old names for a little while. This is just a natural part of the switchover.
- PureFoundation - TrueFoundation
- PureAir - Discreet
- PureBond - TrueBond
We’ve also renamed a few shades to keep things consistent across our gel system range, don’t worry, the colours haven’t changed, just the names:
- Naked - Gloss
- Swan - Cotton
A Refreshed Look & Feel
From subtle logo changes to a sharper tone of voice, we’ve refined our brand identity to better reflect who we are now, confident, caring, and committed to raising the bar in the professional nail space.
You can now explore our full brand story, discover our values, and see our new visual identity in action across everything we do.
FAQs – Your Questions, Answered
Q: Where are you based now?
A: We’ve moved into a larger HQ that brings our operations and marketing teams together under one roof. The new space includes dedicated areas for masterclasses, content creation, and community events—opening the door to even more ways we can connect, create, and grow with you.
Q: Why does my product look different or have a new name?
A: We’re rolling out a refreshed brand identity to better reflect who we are today. While some product names and packaging are changing, the formulas you know and love remain exactly the same. Any differences are purely visual.
Q: Are all ‘Pure’ products being discontinued?
A: Not at all. Only PureBuild is being discontinued and replaced with our new hypoallergenic builder gel, TrueBuild. Other 'Pure' products will simply be renamed (e.g. PureFoundation becomes TrueFoundation) to match our updated naming system. Their formulas will stay the same.
Q: Why ‘True’?
A: Because it captures everything we stand for:
- TRUE to our mission of safer, stronger, smarter systems
- TRUE to our community, always listening and evolving with you
- TRUE to the science driving our hypoallergenic innovation
Q: Why did I receive a bottle with the old label?
A: To reduce waste and honour our sustainability values, we’re continuing to sell through existing stock. The formula inside matches our updated naming—so you can trust it’s the same high-quality product, just with the previous label.
Q: Will you be updating all packaging?
A: Yes, but gradually. You may notice a mix of old and new designs as we work through existing stock. This is part of our mindful transition, and product quality remains consistent throughout.
Q: Is TrueFoundation a new product?
A: Nope! TrueFoundation is the same formula as PureFoundation, just with a new name to align with the rest of our system. No changes inside the bottle.
Q: Have the shade ‘Gloss, Pout, Swan' changed?
A: Not at all. The colours are exactly the same, they have simply been renamed from Naked to Gloss, Pout to Cwtch and Swan to Cotton as part of our updated shade naming to improve consistency and clarity across our gel system range
Summary
This refresh isn’t about reinventing HONA. It’s about elevating everything we already are and showing up even bolder for our community.
Together, we’re building a future that’s safer, stronger, and smarter for every nail professional.
Thank you for being part of this journey with us.
With love,
The HONA Team x