Cosmoprof 2022: China Glaze/Seche

One of my longest meetings at Cosmoprof North America Las Vegas (July 14-16) was with American International Industries (AII) – it’s the parent company for brands like China Glaze, Seche, It’s So Easy, IBD and Ardell lashes.

Why so long? Because there was so much to take in! And I didn’t even get the entire booth tour – just the nail polish and nail art!

But I walked away with both a lot to share with you now, and a lot to share with you over time! I’ve got some news below from China Glaze and Seche!

Perhaps the biggest launch from China Glaze at this year’s Cosmoprof was the introduction of Gelaze, the brand’s new gel polish system that has fewer steps than traditional gel manicures, quicker cure times and great coverage. China Glaze created 36 Gelaze shades from 36 of its existing China Glaze lacquer selection, with popular shades like For Audrey, Re-Fresh Mint and Flip Flop Fantasy.

Gelaze, which launches to nail techs and consumers alike in November, has the base coat built into the polish. You apply one layer, cure under a LED light for 30 seconds or a UV light for 60 seconds, then add a second layer and repeat. In between layers, cleanse the sticky layer off. Top coat is optional. There are even gel treatments for nails available in the line.

It will be sold in .33 fl oz for the consumer, and .5 fl oz for the nail professional.

Removal includes soaking or wrapping the nail with acetone for 10 minutes and pushing it off with an orange stick or other pusher.

It will be available at Sally’s and retail for $12 for the consumer and $14 for the professional.

Next up is the upcoming On the Horizon collection.

Horizon is a six-piece set of feather effect polishes, with different colored, matte bar glitter that build up for an opaque nail look. The color palette and look is very free-spirited, dusk and dawn skies and earthy.

Aren’t the names fun?!

These will be available in August at places you usually find China Glaze – fine salons and beauty supply shops.

China Glaze also shared some of its Ombre nail art kits, which takes existing polishes, groups them together, and gives you the supplies you need to create a gradient ombre manicure.

You can see the effect in that last photo. These kits include four shades, sponges and instructions. They ship in August and will be available in September.

Last year, AII launched a line of polishes in the Seche line, previously just a treatment line.

The big news from the show this year? Seche will be in Ulta in September with 58 core shades! Plus, there are planned seasonal collections, including a fall collection I can share today!

Here’s the rack of all the polishes:


The fall collection will be called “Clever and Confident, and include six rich, beautiful shades:

That BLUE, that ORANGE and that PURPLE! I die!

The Seche line is billed as one-coat coverage, and designed for a consumer who is a bit older than the China Glaze consumer; she’s on the go, confident, clever…the seasonal collections will tell the story about who the Seche woman is.

The line will retail at Ulta for $8.50 a piece.