My name is Dasha Minina and I’m the Founder and CEO of Maxus Nails.
I am excited and proud to introduce you to Maxus Nails because it’s more than the best nail technology in a bottle; it’s also my personal story.
I named the company after my brother Max. He always believed in me and encouraged me to conquer the world, in whichever way I saw fit. “ My sister is a tough chick,” he would say.
Since I’ve been a little girl, I’ve loved expressing my feminine and creative energy through fashion and beauty. A healthy, smoothly groomed nail, glowing with richly pigmented enamel, even ornamented with tiny jewels like a Faberge Easter Egg, is a vision of beauty. This form of self-adornment is the hallmark of being feminine and way women are able to embrace their uniqueness. (Although sometimes men follow our lead and get their nails done, too! Because they get it.)
I believe that every woman is exquisite in her power. And feeling this internal power is at the heart of Maxus. The Maxus Woman is much like the Maxus Nail: strong, yet flexible. More than just pretty on the outside: she is powerful, and doesn’t snap or split when the going gets tough.
As women, we ALL need to believe this. The very industries that I love, fashion and beauty, are always telling us that we’re not enough of this or we’re too much of that.
Manipulated images in the media are constantly trying to tell us our legs are not long enough, that our bellies aren’t flat enough, or that the curvy tush that runs in the family is just too much. (Too much for what? Your curvy tush is perfect!)
Good grooming is a way of saying YES to your own beauty, and your own innate awesomeness. Feeling good in your skin, in your clothes — and feeling sexy out of your clothes! — is a fantastic empowerment, and makes women strong, not weak.
Taking care of yourself and celebrating your beauty is an affirmation. We are women, and women are strong, smart, and exquisite.
I created the MAXUS brand as a warrior’s shield. Use it to deflect the haters or anyone foolish enough to suggest you’re not worth it. Use it as armor against anyone who questions your values because you are a woman.
Just like Max believed in my power, I believe in your power. Show them who you are, show them what you can do, show them what you’re made of, and put your best nail forward, with MAXUS.