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Emma Louise Paxton


The seeds of PAX were sown when manicure devotee Emma was pregnant and started investigating the ingredients in the nail polishes she was using. She found there were a lot of nasties that she didn’t want to use, whether she was pregnant or not. Emma created PAX Polish in 2021, with the aim of creating a high-quality, vegan and cruelty-free nail polish that would be accessible and affordable to a wide audience. She founded the company with the goal of creating a line of nail polishes that are safe, non-toxic, and eco-friendly, without sacrificing performance or quality.

Emma’s route to beauty was not an obvious one. Up until this point, her career had been as a senior business development executive for global law firms (her suits were black but her nail polish was always vivid). Emma excelled in critical thinking, challenging the status quo, problem-solving, but most importantly she brought creativity to the table. It was this mindset that got her to the positions she held, and ultimately into beauty.

PAX Polish entered the market, with the now cult-status Nail Colour + Treatment, and was quickly noticed and ranged by global leaders in the beauty industry – Sephora in Australia and New Zealand and with DOUGLAS in Europe. Emma has received recognition in the beauty industry and is regularly featured in publications for her insights in nail polish and clean beauty.

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