To mark the UAE launch of hit US nail brand Cuccio, Emma Baron speaks to owner Tony Cuccio about his plans to take the nail industry by storm

When I met Tony Cuccio for the glam launch of his eponymous brand, at Ruth Chris’s Steak House in Dubai, it’s immediately clear why he’s the creative force behind the multi-million-dollar nail business.

The brand has been a trendsetter on the global stage since its inception in 1999 and Cuccio’s bubbly and engaging persona lights up the room as he networks with the abundance of industry professionals and bloggers in attendance.

And when we speak, his passion for his brand and love for what he does shines through and is infectious.

EB: Tell us more about Cuccio’s background. How did it all begin?

TC: Along with my wife, Roberta Cuccio, we began building our empire out of a suitcase of cosmetics in 1981 on Venice Beach, California. We are now proudly recognised as one of the largest nail and beauty product manufacturers around the world.

In 1999 we achieved ultimate recognition making INC. 500 and Entrepreneur of the Year. From this, we went on to found “Cuccio Naturale”, the first natural nail hand and foot care treatment product line, which was inspired by my Italian background and passion for the country. The products were developed to enhance the beauty of clients worldwide, only using the most natural ingredients.

EB: Why have you decided to officially launch in the UAE now?

TC: It’s all about finding the right distributor who will move and drive our brand forward, and represent us in the best light. We have decided to partner with Monarqi for this reason – to help us build a solid business foundation, which will eventually help us expand in other countries throughout the region. I own many brands and many companies – Cuccio is my namesake and closest to my heart. With this in mind it was important to me to launch with the right distributor who shares the same passion as I do.

EB: What are Cuccio’s plans for the UAE? Are any launches on the horizon?

TC: At Cuccio, we are always ahead of the industry. We, right now, have the best acrylic dipping system. This new Cuccio Dipping System is the easiest way for nail technicians in the Middle East to enter the nail businesses.

In July, we will break into the first ever soak-off hard gel – a completely new concept, which I know will go down well in the UAE.

EB: What do you see as the biggest nail trend in the market at the moment?

TC: Currently, in the US, the dipping treatment is the hottest nail trend in the business. The demand for our acrylic dipping system is off the chart. The reason for this is that the acrylic dipping system creates the best nails in less than 20 minutes. It’s so easy – anyone can do it. It looks great, and lasts 3-4 weeks. This concept has replaced the soak-off gels and is available in 105 colours. For this reason, I predict the acrylic dipping system will triple the demand of professional nail technicians in the Middle East in the next two years.

EB: How have you spent your time in Dubai?

TC: I couldn’t say no when I was asked to appear at the launch in Dubai – what an amazing city. Since being here I have hosted “Nailinars” on the Cuccio effect at the Cuccio Training Academy where we have offered salons, spas and technicians the opportunity to learn how to enhance the nail experience for their customers and the latest trends from our innovative range of products and techniques.