History of Vanity Projects
Vanity Projects is not just a nail salon—it’s a hybrid between a beauty destination and a cultural art space. Founded in 2008 by Rita de Alencar Pinto, an independent curator and producer, the concept began as a pop-up video art and nail studio in gallery settings, merging contemporary art with high-end beauty.
By 2013, Vanity Projects established its first permanent location in Manhattan’s Lower East Side. It wasn’t long before the buzz spread, drawing in celebrities, fashion insiders, and global nail art lovers. The Miami outpost followed shortly after, bringing the same artistic vision to a sun-soaked city known for its culture and creativity.
Pinto’s background in contemporary art informed every part of the salon—from minimalist interiors and curated playlists to gallery-style digital art playing on large monitors. The goal? Turn your mani into a masterpiece and create a globally recognized nail art atelier.
Products and Services
Vanity Projects sets itself apart with a multi-tiered, artist-driven service menu. Here’s what you’ll find:
1. Signature Gel Manicures
- Gel Color (Base): $70
- Gel Design – Simple to Elaborate: Ranges from $100 to $265+
- Aprés Gel-X Extensions: Custom-length soft gel tips for long-lasting, damage-free extensions
2. Acrylic Services
- Full Set: $85+
- Custom Nail Art Add-ons: Billed per nail complexity
- Refills, Overlays, Fills: Available for returning clients
3. Press-On Nail Custom Orders
- Hand-painted press-ons for weddings, events, or clients preferring take-home nail art
4. Standard Manicure Options
- “Pleasing” Vegan Polish: $25+
- Pedicures: $50+
- Kids’ manicures and group booking options
5. Exclusive Collections
Vanity Projects uses and retails the Pleasing 12-free nail polish collection—a clean-beauty, gender-neutral brand co-created with musician Harry Styles.
Quality Standards
Quality is where Vanity Projects truly shines. From their international artist-in-residence program to obsessive attention to hygiene, the salon runs more like a fashion atelier than a typical nail bar.
1. Hygiene & Cleanliness
- Autoclave sterilization of tools
- Touch-free check-in and booking systems
- Strict sanitation guidelines post-COVID
2. Artistry and Training
- Most artists are trained in Japanese, Korean, or European nail techniques
- Artists undergo evaluation before joining the team
- Client consultations are standard for every session
3. Cultural Exchange Program
Perhaps most unique is their Q-1 visa Cultural Exchange Program, where global nail artists from Japan, Korea, and Europe are invited to work in-house. Clients experience techniques rarely seen in standard salons—from watercolor nails to hand-etched foil effects.
4. Art Integration
Digital video art loops from artists like Pipilotti Rist or Takeshi Murata play in the background, elevating the ambiance to that of a boutique gallery.
Customer Reviews
Let’s explore what real clients have to say, sourced from Yelp, Reddit, Google, and social media.
Positive Feedback
“Best possibly in the world. These women turn nail art into something spiritual.” – Yelp
“I’m always amazed by their creativity. It’s not cheap, but my nails last 3+ weeks without chipping.” – Google Review
“Japanese-trained artist turned my Pinterest inspo into real life. 10/10.” – Reddit, r/NYCbitcheswithtaste
“They’re like the Supreme of nail salons—niche, high quality, limited and expensive, but worth it.” – Facebook User
Mixed Reviews
“Great art, but poor front desk management. I waited 20 minutes past my scheduled time.” – Yelp
“They double-booked my artist, and I had to switch midway. Not cool for $200.” – Google
“Pricing is NOT transparent. You think you’re paying $100, but with add-ons it’s $175.” – Reddit
Customer Reviews Recap
| Platform | Sentiment | Representative Quotes |
|---|---|---|
| Yelp | Mixed to Positive | “Best in the world” & “Front desk has issues” |
| Positive | “My nails lasted 3+ weeks with no chips” | |
| Positive/Mixed | “Incredible artistry, but pricing is vague” | |
| Very Positive | “Niche, high quality, expensive—but worth every dollar” |
Why Salons Should Choose Vanity Projects as a Model
For upscale salons or boutique nail studios looking to innovate, Vanity Projects is the ultimate blueprint.
1. Brand Authority
- Over 10 years in business with multiple features in Vogue, Allure, New York Magazine, and Hypebeast
- Recognized as the originator of the NYC “nail art” movement
2. Artist-Driven Culture
- Empowers technicians as artists, creating brand loyalty and high service standards
3. Global Talent Pipeline
- Trains and hires international artists through its unique visa program
- Cross-pollination of design styles = innovation
4. High-End Market Targeting
- Their clients include fashion editors, models, and celebrities
- Perfect model for boutique salons who want to escape the “walk-in” model
5. Design + Culture Integration
- Video art installations & curated music playlists = total lifestyle immersion
- Combines hospitality, fine arts, and self-care
Summary
Vanity Projects – New York & Miami is much more than a nail salon—it’s a design-first nail atelier that has transformed how luxury beauty intersects with cultural curation. Led by founder Rita de Alencar Pinto, the brand has developed a reputation as the pinnacle of global nail artistry.
With real client reviews praising its custom design work, long-lasting results, and multicultural artist team, Vanity Projects caters to clients who see their nails as more than self-care—it’s a statement. Although it comes at a premium and sometimes faces operational hiccups, the value delivered in creativity, precision, and atmosphere makes it a favorite among New York and Miami’s fashion elite.
From its artist residency program to high-end services and curated press-on nails, Vanity Projects sets the gold standard for nail salons in the 21st century.
