By: Courtney Yeager
New York, NY — March 2026— Beauty entrepreneurs Courtney Yeager and Ryan Yeager, the founders behind the rapidly expanding wellness brand The Tox, are officially launching their second concept, The Shade, a luxury nail studio brand centered around dry nail care and a modern “skin care meets nail care” philosophy.
The launch comes as The Tox continues its national expansion. The aesthetic wellness brand has grown to 50 open studios across the United States, with 150 franchise territories awarded, and more than 100 additional locations currently scheduled to open within the next 18 months.
After several years of building The Tox franchise system and supporting franchise partners across the country, the Yeagers saw an opportunity to apply their operational experience and brand development strategy to another category within the beauty industry.
“With The Tox, we built a brand around a service that resonated with clients and created a system that allowed entrepreneurs to successfully open studios across the country,” said Courtney Yeager, Founder and CEO. “As we looked at other areas of the beauty industry, the nail category stood out as a space where the experience could be significantly elevated.”
That vision ultimately led to the creation of The Shade, a nail studio concept designed to modernize the traditional salon experience.
At the core of the concept is a service philosophy centered around dry nail care, a technique that eliminates traditional soaking bowls and instead focuses on precision-based nail and cuticle care.
The Shade studios operate under what the founders describe as a “skin care meets nail care” approach, treating the hands and feet with the same level of attention and care typically associated with facial skin treatments.
“Hands and feet are skin too, but historically nail salons have focused primarily on polish rather than the health and appearance of the skin itself,” Yeager explained. “With The Shade, we wanted to bring a more refined and intentional approach to nail care.”
The concept also incorporates a no-water, no-waste philosophy, removing traditional soaking bowls and reducing unnecessary water use while creating a more controlled, hygienic service environment.
Ryan Yeager, who has been closely involved in the development and buildout of Tox studios nationwide, played a major role in shaping The Shade’s physical studio design and operational structure.
“Over the past several years we’ve learned a tremendous amount about what it takes to build a scalable studio concept,” said Ryan Yeager. “With The Shade, we’ve applied those lessons to create a space that feels elevated for clients while also being operationally efficient for franchise partners.”
The Shade is being developed from the beginning as a franchise concept, allowing entrepreneurs to enter the growing nail services market through a system supported by the founders’ experience building a national franchise brand.
While the nail salon industry remains one of the most popular sectors within beauty services, it has historically been dominated by independent operators with limited national branding.
The Yeagers believe The Shade represents an opportunity to introduce a brand-driven studio concept with consistent service standards and a strong aesthetic identity.
“The beauty industry is full of incredibly talented operators,” said Courtney Yeager. “Our goal with franchising has always been to provide the systems, infrastructure, and brand support that allow entrepreneurs to build strong businesses in their local communities.”
As development of The Shade continues, the company is beginning to award select franchise territories across the United States.
Interest in the concept has already begun to grow among entrepreneurs familiar with The Tox franchise system’s success.
Photo Courtesy: Josh Ryan
“With The Tox we’ve built an incredible community of franchise partners, and that experience has given us the confidence to launch a second brand,” Yeager added. “We believe The Shade has the potential to redefine what the modern nail studio experience can look like.”
Entrepreneurs interested in learning more about The Shade franchise opportunity can visit
www.theshadefranchisinggroup.com
Disclaimer: The Tox’s body contouring treatments are not intended to diagnose, treat, cure, or prevent any disease, and results may vary. The figures regarding the number of studios, franchise territories, and future expansion are based on internal estimates and projections and do not guarantee actual performance and may vary due to market conditions and other factors.
