The Shade is a fully dry manicure and pedicure studio that reimagines nail care as a clean, elevated, design-forward experience. The concept was built by systematically eliminating the pain points of the traditional nail salon. Unlike salons built around soaking tubs and standing water, The Shade's entirely waterless approach removes the single biggest source of infection, fungus, and bacteria in the category — delivering a level of hygiene clients can see and feel. We also did away with the frustrating, nickel-and-dime experience of the conventional salon: The Shade operates with a no-add-on mentality, so the service clients expect is the service they receive, with transparent, all-inclusive pricing and no surprise upcharges. The experience is further elevated by a patented red light therapy device integrated into the service and a proprietary lymphatic technique woven into every treatment — the same body-sculpting expertise that built The Tox, now applied to the hands and feet. Paired with an intentionally beautiful, boutique studio environment, the result is a premium nail experience that looks, feels, and functions differently from anything in the traditional salon market.

The Shade is the newest concept from the team behind The Tox, the lymphatic body-sculpting studio founded in 2019 and scaled through franchising to more than 150 locations signed and 52 open. That journey gave us something most emerging brands don't have: a proven, repeatable franchise engine — validated systems, operational playbooks, brand-building expertise, and a real-world track record of taking a single studio and turning it into a national footprint. We are now applying that same discipline to The Shade, which recently opened its first flagship studio in SoHo, New York City. Just as The Tox created a new category in wellness, The Shade is purpose-built from day one to be franchised, backed by an operator that has already done it at scale.

Customers choose The Shade because it offers what the traditional nail salon can't: a genuinely hygienic, water-free service with transparent, no-add-on pricing, enhanced by a patented red light therapy device and a signature lymphatic technique, all inside a premium, thoughtfully designed space where the experience feels as good as the results look. For franchisees, the opportunity is equally compelling. The Shade enters a large, fragmented nail-care market with almost no elevated, franchise-ready competition — a rare white-space, first-mover position in a category dominated by independent, undifferentiated salons. And because the model is fully dry, franchisees benefit from meaningfully simpler operations: reduced plumbing and water requirements, a more flexible and lower-complexity buildout, and a cleaner, easier-to-run studio. Combined with the proven infrastructure and franchise support developed through The Tox, The Shade gives owners a differentiated concept, a defensible market position, and a partner that has already built and scaled a successful franchise brand.