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In the seven years that followed, the savvy stylist-turned-entrepreneur transformed a kitchen-table business offering inimitable nail art to twentysomethings into a social-media sensation. Now switched-on Reid, 32, is turning her digital nous to bricks and mortar with the launch of the most hi-tech nail salon the capital has ever seen. 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href="https://web.archive.org/web/20161115140124/https://twitter.com/standardnews" target="_blank" title="Twitter" class="icon-twitter"></a> </li> </ul> </div> </header> <div id="content"> <div class="region region-header"> <div class="ad-leaderboard"> <div id="leaderboard" style="margin: 0 auto 40px;"></div> </div> </div> <div id="cookie-warning"> <a href="#" class="close icon-close" title="OK"></a> <p>We use cookies to enhance your visit to our site and to bring you advertisements that might interest you. Read our <a href="/web/20161115140124/http://www.standard.co.uk/service/privacy-policy-6925316.html">Privacy</a> and <a href="/web/20161115140124/http://www.standard.co.uk/service/cookie-policy-7785319.html">Cookie</a> Policies to find out more.</p> </div> <div class="tabs"></div> <div class="region region-content"> <article class="full-article" itemscope itemtype="http://schema.org/NewsArticle"> <meta itemprop="mainEntityOfPage" content="http://www.standard.co.uk/beauty/nails/the-futures-nailed-virtual-manicures-become-a-reality-for-londoners-thanks-to-wah-nails-a3395271.html"> <div itemprop="publisher" itemscope itemtype="https://schema.org/Organization"> <meta itemprop="name" content="Evening Standard"> <link itemprop="sameAs" href="http://www.standard.co.uk"> <link itemprop="logo" href="https://static.standard.co.uk/static-assets/brand-logo.png"> </div> <header> <ol vocab="http://schema.org/" typeof="BreadcrumbList" class="breadcrumbs clearfix"><li property="itemListElement" typeof="ListItem"><a property="item" typeof="WebPage" href="https://web.archive.org/web/20161115140124/http://www.standard.co.uk/beauty"><span property="name">Beauty</span></a></li><li property="itemListElement" typeof="ListItem"><a property="item" typeof="WebPage" href="https://web.archive.org/web/20161115140124/http://www.standard.co.uk/beauty/nails"><span property="name">Nails</span></a></li></ol> <h1 itemprop="headline" class="">The future's nailed: virtual manicures become a reality for Londoners thanks to WAH nails</h1> <div class="intro"> <p>Emma McCarthy is first inside a hi-tech nail bar for Generation Z</p> </div> <ul class="caption meta inline-pipes-list"> <li class="author" itemprop="author" itemscope itemtype="http://schema.org/Person"> <span itemprop="name"><a href="/web/20161115140124/http://www.standard.co.uk/author/emma-mccarthy" title="Emma McCarthy" itemprop="sameAs">Emma McCarthy</a></span> </li> <li title="14 November 2016 14:57 London"><time data-microtimes="{"published":"1479133560000","display":0,"changed":"1479135443000"}" datetime="14:57, 14 November 2016" unixtime="1479135443000">Monday 14 November 2016 14:57 BST</time></li> <li class="comments"> <a href="#commentsDiv" id="comment-count" class="icon-comment"></a> </li> </ul> <div id="gigya-share-btns-1"></div> </header> <figure itemprop="associatedMedia image" itemscope itemtype="http://schema.org/ImageObject" class="featured-media medium-width"> <meta itemprop="representativeOfPage" content="true"> <meta itemprop="url" content="https://web.archive.org/web/20161115140124/https://static.standard.co.uk/s3fs-public/thumbnails/image/2016/11/14/14/wahnails2.jpg"> <meta itemprop="width" content="1500"> <meta itemprop="height" content="1000"> <picture title="wahnails2.jpg">  <source srcset="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/article_medium/public/thumbnails/image/2016/11/14/14/wahnails2.jpg 1x" media="(min-width: 620px) and (max-width: 929px)"/> <source srcset="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/article_large/public/thumbnails/image/2016/11/14/14/wahnails2.jpg 1x" media="(min-width: 930px) and (max-width: 1239px)"/> <source srcset="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/story_large/public/thumbnails/image/2016/11/14/14/wahnails2.jpg 1x" media="(min-width: 1240px)"/>  <img src="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/article_small/public/thumbnails/image/2016/11/14/14/wahnails2.jpg" alt="wahnails2.jpg" title="wahnails2.jpg"/> </picture> <figcaption itemprop="description" class="caption"> This girl’s world: Sharmadean Reid in her hi-tech Soho salon </figcaption> </figure> <div class="article-wrapper clearfix"> <div class="main-content-column"> <div class="text-wrapper" itemprop="articleBody"> <p>When Sharmadean Reid launched WAH Nails in 2009, Twitter was still in its infancy and Instagram was little more than a twinkle in Kevin Systrom’s eye. In the seven years that followed, the savvy stylist-turned-entrepreneur transformed a kitchen-table business offering inimitable nail art to twentysomethings into a social-media sensation.</p> <p>Now switched-on Reid, 32, is turning her digital nous to bricks and mortar with the launch of the most hi-tech nail salon the capital has ever seen. </p> <p>Landing in Soho on Saturday, in WAH’s salon of the future, there’s no time spent agonising over shelves of crusty nail polish colours. Instead, customers create their nail designs via augmented reality - imagine if The Jetsons went for a manicure - along with the chance to try on styles virtually before committing to their paint job. “I have always been obsessed with what’s new and what’s next,” says Reid. “Technology has always been a facilitator to the cool things I wanted to do. I put our success down to the fact that we were digitally savvy from day one. Now I’m more interested in the tools to power our business.” </p> <p>The idea for using virtual reality (or VR) within a salon came about through a desire to streamline the brand’s limitless offering. “We simply have too much choice: customers look at our thousands of nail designs and don’t know where to start,” explains Reid, who also identified a keen desire within her Gen-Z fanbase for full control over customisation. Together with digital designer Kim Boutin, former digital art director at Kenzo and co-founder of studio DVTK in Dalston, which specialises in immersive digital experiments - “Kim is a rare breed, a complete geek (in the best way!)” - plans were put into motion. </p> <div class="dnd-widget-wrapper context-sdl_editor_representation type-image"><div class="dnd-atom-rendered"><div class="image"><img src="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/story_medium/public/thumbnails/image/2016/11/14/14/wahnails3-0.jpg" width="564" height="846" alt="wahnails3-0.jpg" title="wahnails3-0.jpg"/></div></div><div class="dnd-caption-wrapper">A model sports a WAH deisgn</div></div> <p>But Reid’s vision was too progressive. Notably because the technology she dreamt of didn’t actually exist yet. “The augmented-reality nail dream would be that you hold up your hand in real time and see a brand’s polish on your nail. Imagine Snapchat face filters but for nails.” But after further research, Reid soon realised that the technology was not yet compatible with talons due to the fact that our skin and nails are too similar in colour. </p> <div class="inline-block inline-block-related-single inline-block-right" data-nid="/beauty/nails/succulent-manicures-mean-you-can-now-grow-a-plant-on-your-nail-a3378306.html"><a href="/web/20161115140124/http://www.standard.co.uk/beauty/nails/succulent-manicures-mean-you-can-now-grow-a-plant-on-your-nail-a3378306.html"><img src="/web/20161115140124im_/http://www.standard.co.uk/s3/files/styles/readmore_card/public/thumbnails/image/2016/10/25/13/succulentmani.jpg"/><div class="capsules"> <ul><li> <div class="label context-capsule">Read more</div> </li> </ul></div> <div class="content"> <h2>You can now grow a succulent plant on your nail</h2> </div> </a></div> <p>Reid isn’t the type to give up. Instead, she and Boutin set about figuring out the next best thing. Key to her vision was that any tech included in the salon was about more than just providing entertainment. It had to fulfil a function and be of direct value for the business. “Millennials grew up watching Clueless and The Fifth Element, and Hollywood has crafted a version of the future that hasn’t quite caught up with us yet. I didn’t want to use a gimmicky piece of tech that my customers would merely say “meh” to. If we were going to use VR, it had to be something business-focused as well as a utility.” </p> <p>In order to achieve this, the VR nail preview application incorporates a Samsung Gear headset, with Leap Motion technology, to track the hands and mimic the movement within the app. “Our opinion was that if it couldn’t be super-realistic (because the technology isn’t there yet), then let’s make it as gameified as possible,” says Reid, who cites retro games such as The Sims and Theme World as well as Kim Kardashian’s app as sources of inspiration. </p> <div class="dnd-widget-wrapper context-sdl_editor_representation type-image"><div class="dnd-atom-rendered"><div class="image"><img src="https://web.archive.org/web/20161115140124im_/https://static.standard.co.uk/s3fs-public/styles/story_medium/public/thumbnails/image/2016/11/14/14/wahnails.jpg" width="564" height="376" alt="wahnails.jpg" title="wahnails.jpg"/></div></div><div class="dnd-caption-wrapper">WAH’s VR tech allows clients to customise their nail design</div></div> <p>The database features nine designs, including glitter smileys and marble effects, but “ultimately it could be infinite”, she says. “After choosing your skin colour you select a design and play around with the colours to get your perfect nail art.” Once you’ve finished, there are three options - send it straight to print on the WAH nail printer for perfectly painted press-ons; order the polish online to DIY at home later; or forward directly to the nail artists waiting downstairs - where there’s also a well-stocked cocktail bar. And Reid isn’t done yet. “This is just the first step. There is so much more we can do with it - change nail length and shape, change multiple nails, choose a different environment. In the future we could have celebrities helping you choose your design.” </p> <p>Kim Kardashian as your personal nail adviser? Certainly on Reid’s watch, it seems anything is possible. </p> <p><em>WAH Soho is open from Saturday at 4 Peter Street, W1. </em></p> <meta itemprop="datePublished" content="2016-11-14T14:57:23+00:00"/> <ul class="inline-pipes-list"> <li> More about: </li> <li><a itemprop="keywords" href="/web/20161115140124/http://www.standard.co.uk/topic/kim-kardashian">Kim Kardashian</a></li> <li><a itemprop="keywords" href="/web/20161115140124/http://www.standard.co.uk/topic/wah-nails">WAH Nails</a></li> </ul> <div id="gigya-share-btns-2"></div> <a href="/web/20161115140124/http://www.standard.co.uk/syndication/reuse-permision-form?url=http://www.standard.co.uk/beauty/nails/the-futures-nailed-virtual-manicures-become-a-reality-for-londoners-thanks-to-wah-nails-a3395271.html" target="_blank" class="syndication-btn"><img src="/web/20161115140124im_/http://www.standard.co.uk/sites/all/themes/ines_themes/independent_theme/img/reuse.png" width="25">Reuse content</a> </div> <div class="taboola"> <div 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