Actor Khushi Kapoor has joined Indian nail care brand nailinit as co-founder and chief creative officer, alongside Shubham Singhal and Tanishq Ambegaokar.

Kapoor has been involved in developing the brand, from working with vendors and selecting materials to shaping nail designs and overseeing its creative direction. The venture marks her move into entrepreneurship, driven by her interest in nail art and the idea of making it easier for women to experiment with different styles.

Alongside product development, she has contributed to nailinit’s campaigns, brand communication and overall creative direction, working with Singhal and Ambegaokar on how the brand is presented to consumers.

Before announcing her role publicly, Kapoor introduced nailinit through a slumber party in Alibaug. She had invited her Instagram followers to apply to attend, with the post receiving around 25,000 applications. A select group of guests was invited to the event, where they could experience the products.

The format drew on Kapoor’s memories of spending time with friends doing their nails and getting ready together. It was also intended to introduce the brand through an informal setting and bring together a community around beauty and nail art.

Her involvement in the business has also given her exposure to areas beyond product and design, including manufacturing, sourcing, warehousing and team building. As co-founder and CCO, she will continue to work on nailinit’s product range, campaigns, customer experience and future creative plans.

Kapoor said, “I’ve always wanted to build something of my own, something that reflects my personality and is in a space I genuinely connect with. With nailinit, I feel like I’ve found just that. I’m really excited to partner with Shubham and Tanishq, who share the same vision of creating a brand that is fun, expressive and relatable. More than anything, we want nailinit to be a brand that girls everywhere can connect with, enjoy and truly make their own. One conversation that really sticks with me is the one I had with Tanishq about the nail glue. I was very particular about wanting press-ons that would stick well and stay put, almost like acrylics, but without the damage. I really wanted us to get that balance right. It was important to me that we weren't just creating something that looked good, but something that worked well, too. I didn't want us to just sell press-ons. I wanted us to think about the whole experience, including how you prep your nails and care for them.”

She added, "Honestly, I've learnt a lot more than I expected to. There's so much that goes into building a company that you never really think about as a consumer. It starts with understanding the materials that go into a product and goes all the way to decisions like whether to outsource warehousing or manage it in-house. It wasn't just about associating with a brand. It was about building something I genuinely believed in, something that could do more for girls and change the way they experience nails. I finally found something that was mine to build.”