Loste False Nails

Celebrating female-founded brands you'll want to know.

Since November 2025, we've been spotlighting the next generation of female-founded consumer brands and celebrating female entrepreneurship, showing that building a business is a real, viable career path for women from all walks of life, regardless of background, age, culture, or circumstance.

We started Mindful Brand to support women in succeeding in business - not just through what we do, but also in how we shop. We believe in a future where more seven-figure consumer brands are built by women, and we're committed to helping make that vision a reality.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring Loste False Nails, founded by Christy Llewellyn in 2023 in the UK.

About the Brand

Loste creates premium reusable acrylic nail kits designed to deliver a salon-quality finish at home - no UV lamp, no harsh chemicals, no appointment needed.

Loste is for women who want beautiful nails on their own terms, without the damage or the price tag that comes with traditional salon acrylics. Built with a 5-layer soft gel technology, Loste nails resist chipping and splitting and can be reused up to 10 times - with everything needed packed into a travel-size kit.

Since launching, Loste has sold thousands of sets worldwide, landed five stockists in Switzerland, earned a feature on the BBC, and reached nearly 3 million people with its viral 'Nail Emergency' campaign.

Meet the Founder

Christy is a serial entrepreneur with a background in fashion design, e-commerce, and marketing, who spent years working with fashion and beauty brands before building her own.

She launched her first business at 16 and started Loste as a side hustle in Wales, 2023, going full time after a complete rebrand in 2025.

False nails had always been part of her life, and after noticing that salon acrylics were damaging her nails while press-ons helped them grow stronger, the idea for a better product took shape.

How She Started

Disappointed with the quality and limited styles available in the market for false nails, Christy wanted something that felt more luxurious and looked like a real salon manicure.

After looking into having her own false nails manufactured, she faced high minimum orders - but decided that if she had this problem, others probably did too. She took the leap, ordered 1,000 units, and launched to see if they would sell.

There was no formal plan or strategy at the start. She simply got going, and everything else followed from there.

What She Learned

Christy has learned not to be too stuck in your ways - it's really important to adapt to market change and feedback.

Also, learn from your mistakes and don't let embarrassment hold you back.

The world is moving so fast and you really have to be willing to move with it if you want to be successful, even if it feels uncomfortable.

Where to shop

Loste False Nails is available to buy at www.getloste.com.

Instagram: @getloste

TikTok: @getloste

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