ORLY CEO Paints Bright Future of Independence

Jeff Pink, CEO and President of ORLY International plans to dominate the nail industry one manicure at a time. The Van Nuys-based nail care company has been in business for 36 years and employs about 150 workers. This month, Pink will expand his operation by moving his distribution center, which ships to over 70 countries, into a 55,000-square-foot building next door to his current location. The company also has plans to expand its product lines over the next year. With major beauty companies consolidating, the temptation to sell to the highest bidder is stronger than ever. Last year, two of ORLY’s competitors OPI Products Inc. and Essie Cosmetics, Ltd. were purchased by larger companies for undisclosed amounts. Pink, known for inventing the Original French Manicure, said he has had his fair share of offers, including a couple from well-known, international beauty companies. He declined to be specific, citing confidentiality agreements. “I’d say I get offers about three times a month,” Pink said. So far, no offer has been attractive enough to tempt Pink to relinquish control of ORLY or abandon expansion plans for the company. “My decision is to keep the company going as long as I can because I enjoy it so much,” Pink said. “Every day I come to the office, I enjoy it like I started yesterday.” Mike Nave, founder and publisher of the Beauty Industry Report, has known Pink for 40 years. Pink’s understanding of the beauty industry and what women are looking for has helped him in growing ORLY, Nave said. “He doesn’t need the money at this point,” Nave said. “The business is worth more every year.” Although selling the company is not an option right now, Pink said the OPI acquisition has put him at ease should he change his mind. “They did a great job in selling the company,” he said. “They definitely raised the bar in the value of the company, and I’m sure I’ll benefit from that one day.” All in the Family From the beginning, ORLY, named after Pink’s wife, has been a family affair. Each of his three children has contributed to the family business in one way or another. Pink’s son Tal assists with the website. Daughter Shanee helps out the marketing team, and son Ran has provided music for the ORLY website and spa. “(ORLY) is the last family-owned business in the industry,” said Shel Pink, Jeff’s daughter-in-law and ORLY’s chief creative officer. “There’s something to be said about that. I think people rely on that.” Shel Pink joined the company as a brand manager about 10 years ago and has helped grow the company with the development of SpaRitual. The environmentally-friendly brand launched in 2004, and includes vegan and paraben-free spa treatment products, something that was unheard of in the nail industry, Shel Pink said. “There are so many health-related issues surrounding nail care products and their ingredients, and I didn’t see anyone else talking about going green in the nail industry,” she said. With brands such as SpaRitual and a list of other patented brands under his belt, Jeff Pink said he doesn’t worry about competition — he welcomes it. “Competition can only help you,” Jeff Pink said. “It keeps you on your toes.” Along with the French Manicure, Jeff invented the Gripper Cap, a rubber cap exterior that allows consumers to open a polish bottle with ease. ORLY has also developed a color palette of over 150 shades and a complete line of nail treatments that includes nail strengtheners, quick-dry agents and cuticle care products. Stephanie Yaggy, editorial director at Van Nuys-based Nailpro Magazine, said ORLY’s strategy against tough competition is staying two steps ahead of everyone else, specifically with its green conscious products. “They were very much ahead of their time,” Yaggy said. “They are really all about wellness and health with their ingredients and colors. That really sets them apart as leaders.” In 2012, ORLY will launch a new line of magnetic nail decals that will decorate a polished nail with the design from a magnetic strip. As long as he’s in charge, Jeff Pink said he plans on continuing his pattern of innovation, which he called the key to growing a successful company. “Innovation is the most important element in the fashion industry,” he said. “You can’t just stand around and wait for things to happen. You have to be proactive.”