New at Target: ORLY Color AMP'D

Target’s latest addition to the beauty aisle is ORLY Color AMP’D, a collection of 36 long-lasting nail lacquers in a rainbow of colors. ORLY - whose founder invented the French manicure - is a brand that has been synonymous with innovation and quality since the 1970s and is beloved by makeup artists and celebrity manicurists alike.

ORLY Color AMP’D is infused with Flexible Color and Flexible Sealcoat technology, which enables a salon-quality manicure at home in just two easy steps, with no UV light required. The smudge-fixing formula self-corrects minor dings and dents for a manicure that lasts more than a week – that’s up to twice as long as a traditional manicure. The best part? When you’re ready to switch up your color, ORLY Color AMP’D can be taken off at home using regular nail polish remover. 

ORLY Color AMP’D is now available exclusively on Target.com, and will roll out to all Target stores beginning March 8th. Prices range from $9.99 for Flexible Colors and Flexible Sealcoat, to $14.99 for a Launch Kit containing a Flexible Color and Flexible Sealcoat. The launch, which coincides with ORLY’s 40th anniversary, marks the Los Angeles-based brand’s first major foray into the mass beauty market.