The Latina Founder Who Quietly Created a Nail Empire
Credit: Chill House
There’s a nail brand that’s quietly dominating the nail space right now and you may not even realize they are Latina-owned. Chillhouse, led by Colombian-American Cyndi Ramirez-Fulton, was created in 2017 as a brick and mortar cafe and nail salon and massage boutique that began to attract NYC baddies with its dedicated wellness space.
When the COVID pandemic forced Ramirez-Fulton to shut down temporarily, she didn’t panic. Instead she launched a press-on line. The press-on line quickly went viral on TikTok, launched at Target, Walmart, Urban Outfitters, partnered with brands like Miu Miu, and was recently acquired by Kiss Beauty. This acquisition is a huge deal. And it makes her one of the very few Latina-led brands that have been acquired.
One of their standout products right now are the Nude Agenda Chill Tips in Room Service alongside the Out Loud Pride collection. And we sat down with Cyndi to talk about how to go from brick-and-mortar to DTC, why as Latina founders we may not be taken seriously, and what she thinks are the worst nail trends.
What problem were you trying to solve back in 2017 and how did that evolve and change?
My mom is an esthetician, and I grew up watching her run and operate little spas. I always asked her to do nails and play music that’s more youthful, and she wouldn’t really listen to me. I wanted to create what I wanted as a little girl growing up in New York, but there was an aha moment that set the whole thing into motion: I realized there was a major void in massage specifically. There was a very low-end price point that felt a little unethical and then, on the higher end, there were major luxury spas that charge an arm and a leg. I wanted to speak to a younger, downtown New Yorker, and that’s how Chillhouse came to be. We launched as a cafe/nail salon & massage boutique in March 2017.
What would you tell female founders about how flexible to be with the problem they want to solve?
I’d say pause and not react right away. I used to always be so quick to react, and as a result, it distracted me from the finish line. And I would say you have to get comfortable with the uncomfortable. It’s part of the process. You’ll know you’re on the right path when you get both extremes of highs and lows. Push through the lows. The stories that’ll come from it will be for the book someday.
The brand went viral early on – when did you realize what was happening, and how did it feel?
I think I realized we were really onto something special when we started hearing from major brands like Nike, H&M, and even Miu Miu to work with us. We weren’t just a local business, we were a brand pushing boundaries at a very unique time in brand building. We spoke to an audience that was thirsty for a fresh take. It was exhilarating.
What pushed you to go from brick and mortar to DTC?
A lot shifted during COVID. We closed for a bit and had an epiphany to create press-ons because we were well known for our nail art for many years. It was the perfect opportunity to jump into a category that was ripe for innovation, and we launched at the right time. But we’ve always maintained the flagship as a destination and a place to test out innovation, like a thinking lab. We also love that we’re able to connect with our community and create experiences for them. It’s what takes us from being any other nail care brand to being a true lifestyle brand.
Did people in the industry take you seriously as a female founder – and as a Latina?
Definitely not. But in a way, I don’t see why they would. I had no business education or experience. I came from an immigrant family with no connections and I was basically starting from scratch to build a business no one had built this way before. I was an outlier in all the ways.
What did it mean to you personally—and professionally—when Kiss Beauty acquired Chillhouse?
Professionally-partnering with KISS Beauty Group allowed us to scale with intention and authenticity while staying grounded in the creativity and culture at the heart of Chillhouse. A big win for me and a win for them. We have very complementary skills set in that they enhance ours and (I feel) we enhance theirs.
What does this partnership unlock that wasn’t possible before?
So much! Operational insight. Data insights & forecasting. New retail data & relationships. Additional growth funding and team support for miscellaneous projects.
As Chillhouse enters this next chapter, what do you want people—especially young Latina founders—to understand about building something sustainable and theirs?
I was just talking to my husband about how there’s a shift that no one cares about the founder as much as they care about the mission and following that mission – that’s how brands should build these days. Yes, you can be a founder-led brand, but be clear on the why & the mission and people will follow for that, not YOU, per say. I really loved this take. It takes the pressure off of the founder & more of an emphasis on overall brand storytelling.
What are the coolest nail trends you’re seeing right now – and what are the worst?
Seeing special effects like rhinestones, 4d and embellishments are really popping off right now. But the same can be said about simple nails and focusing on nail health if I’m being honest.
Chillhouse and our Chill Tips have always set the trends and I like designing with blinders on. I care about what is happening at salons versus what our competitors are doing. And so for us, having our nail salon is crucial in getting those insights. But also I follow fashion religiously and take a lot of inspiration from there and when I’m really stumped for inspiration I go back to art or archival fashion inspo.
As far as the worst, not a trend per say but just damaged nails. There really is zero need for that anymore. If you’re using products that are ruining your nails, it’s time to break up with that trend.