Hidden Legend of Saint Louis: Michelle L. Robinson

Michelle L. Robinson is the Owner of DEMIblue Natural Nails, LLC and creator of DEMI blue 10-Free Vegan Friendly Nail Polish Line. She has serviced the healthcare and education industries for over 18 years. Michelle was inspired to incorporate her research, experience, and love for servicing others in providing healthier manicures through the creation of her personal nail polish brand. It was then that DEMIblue was born! Understanding via her studies how toxins may impact the human body, Michelle takes this endeavor very seriously adding, “My mother is a cancer survivor. I understand seeking a healthier lifestyle is the key to cancer remission for my mother and possible prevention for others. The choices we make in our everyday life can have an impact”.

How are you impacting your community?

After my mom’s experience with cancer and radiation, we learned about Cancer fueling toxins found in a product we use weekly-NAIL POLISH. I became inspired to incorporate my love for research, my healthcare and education experience, and my love for serving others into providing healthy manicures through the creation of my personal nail polish brand. Coupled with a desire to create a successful business and a legacy for my family; “DEMIblue” was born. It has become my mission to provide education through the offering of my nail polish products and healthy manicures. I aspire to contribute to my community in a way that empowers healthy lifestyle practices and saw a significant need in the nail care industry. In recent years, we have been warned to avoid the “Toxic Trio” when using cosmetic products. These ingredients include Formaldehyde, Toluene, and Dibutyl Phthalate (DBP). Formaldehyde, used as a hardening agent in nail polish, is a well-known carcinogen, while toluene is used to create a smooth finish and DBP is used to create a chip-free coat, have both been linked to developmental defects. DEMIblue is a 10-Free product that has eliminated the “Toxic Trio” along with Formaldehyde Resin, Camphor, Xylene, Ethyl Tosylamide, Triphenyl Phosphate, Acetone, Parabens, Fragrances, Animal-Derived products & Phthalates. Ours is a Vegan-Friendly formulation. DEMIblue is a call-to-action, catering to health-conscious customers seeking a healthier alternative to conventional nail polish products. Our collection includes 22 alluring nail polish colors and a complete line of nail treatments that range from nail strengtheners, tops coats, base coats, deep nutrition products, cuticle and nail oil pens and a Soy-based non-acetone nail polish remover. Each enriched with vitamins and nutrients that promote natural nail health and growth.

What advice would you give to someone looking to follow your path in the industry?

I would advise anyone who is starting their own business to continuously remind themselves of their WHY? This has helped me stay intentional in my efforts towards a successful business. One should surround themselves with like-minded individuals for moral and professional support, create SMART and SHARP goals, and Keep going!

What separates you from your competitors?

One of the things that sets my business and brand apart from others, especially in the nail industry, is that we are invested in the community, near and far. Not only do we sell products and offer services to customers, but we invite the community into our decision-making practices through the development of focus group events, networking events and customer surveys. We allow women, men, and children to collaboratively provide input into the products and services we offer. We host groups of women ages 12-68 in the efforts to collectively name the colors of our nail polish products and experience salon-like services prior to their roll-out. We give back to our community by providing FREE mobile manicures twice a year to women who have undergone and completed radiation treatments. We partner with organizations and businesses to offer on sites manicures to increase our presence in the community as an advocate for health and self-care. NOW WHAT NAIL TECH DOES THAT?

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