About our sassy company

As the ultra-busy and very hands-on creators of Minx, Dawn Lynch-Goodwin and Janice Jordan spend a lot of time traveling around the world, working with the elite in nail, fashion and beauty. Whether personally creating custom Minx for celebrities including Beyoncé, Katy Perry, Rihanna and Kim Kardashian or collaborating with nail stylists and design houses such as Alexander McQueen, Gareth Pugh or Thierry Mugler to create couture Minx for shows, Dawn and Janice are the tireless powerhouse forces behind the patented nail coating that has inspired and excited beauty enthusiasts and elevated the role of nail fashion around the world.

The idea of a solid nail coating originated in 2006 when Janice was searching for a way to protect her nails. As soon as she realized that the solid nail coating could potentially be produced in an infinite array of colors and designs, she asked her friend of 20 years Dawn to create a branding and marketing strategy for this new category of nail fashion. Shortly after, in September 2006, patents for Minx were filed worldwide and in 2007 preparation began in earnest for the launch of a solid nail coating that Dawn and Janice hoped would revolutionize the world of nails.

Dawn and Janice gave up their former lives and spent close to 2yrs focusing on developing “Minx”, building the brand and knocking on doors educating the industry before they went to market.

While initial marketing began locally on the west coast with custom Minx created for a then-little known artist named Lady Gaga, Minx exploded into the beauty scene in November 2007 when Beyoncé wore Golden Lightning Minx on the red carpet of the American Music Awards. A few months later, Silver Lightning Minx was featured on the cover of NAILS Magazine’s 25th anniversary issue in the U.S., followed by the cover of Scratch Magazine in Europe. Since then, Minx has become the luxury nail fashion of choice in over 40 countries, extending fashion to your fingertips (and toe tips!) everywhere.

Dawn Lynch-Goodwin, Chief Cheeky Minx

“One of our goals is to escalate the nail stylist and industry combined similarly to Vidal Sassoon who some 40 years ago set out to liberate women and revolutionize the art of hairstyling with his wash and wear philosophy the most famous of which the bob. Like a hairstyle, make up or clothes Minx allows you to be playful with different looks and personalities for different occasions. Some say it’s like a temporary tattoo for the nails, we say it’s a fashion accessory but really it’s as mysterious, stylish or devilish as you want it to be………

Janice Jordan, Master Minx

“Minx is for a person who loves life and enjoys standing out from the crowd. We say that ‘Minx extends fashion to your fingertips,’ and in just a few years we’ve seen Minx become a fashion necessity. Our vision is that the fashion-conscious will not feel their ensemble is complete without their Minx. Minx is such a fun and fashionable product it is hard not to fall in love with the attention you get when wearing it, and if we felt that way, we knew millions of other women would, too!”