DIY YouTuber Moriah Elizabeth Launching Nail Polish Brand With Brooklyn Incubator ‘Slate’

Arts and crafts YouTuber Moriah Elizabeth has teamed up with Brooklyn-based, influencer-focused beauty incubator Slate to launch her very own nail polish brand.

Arriving today, ME Nails – for Elizabeth’s initials – is Slate Brands’ second-ever influencer launch, following a fragrance collab with singer Hayley Kiyoko. The company says it differs from other partners in that it seeks to convey a creator-specific vision — rather than a generic launch — while taking care of testing, regulations, warehousing, and logistics on the back-end.

Elizabeth is best known for her DIY art ventures – including custom-painted squishy toys, shoes, phones, and other objects – with her hands (and nails) being a focal point of many videos. The line comprises six non-toxic, cruelty-free, vegan, and gluten-free nail polishes based on Elizabeth’s favorite pastel rainbow colors. She also designed the logo and packaging design details.

The collection is available on Slate Brands’ in-house ecommerce platform, Slateland, and priced at $13 apiece – or $66 for all six, plus a complementary top coat.

“Painting your nails is just another method of self-expression in a fun and colorful way, which is what my brand is all about,” Elizabeth said in a statement.

Elizabeth, who is signed to Night, has amassed 5 million subscribers on the strength of popular videos like Locked In My Art Room for 24 Hours and recurring series like Squishy Makeover: Fixing Your Squishies. She has self-published two books, and signed a first-of-its-kind, eight-figure pact with merch purveyor Spring in October.