When 26 year old Maddy Jarvis first picked up a set of press-on nails, she wasn’t thinking about starting a business. She was thinking, “Why can’t nails actually look good and stay on?”
Three years later, she and her older brother Dylan, have turned that simple question into Candy Claws, a $20 million beauty brand that’s reshaping how people see DIY nails. Their press-ons don’t just stick; they feel like a salon manicure, with luxe finishes, playful designs, and a community of fans who treat every set like an accessory.
“It started as a side project,” Maddy says. “I just wanted nails that stayed on and looked as good as a salon-done manicure. We didn’t expect people to fall in love with them the way they did.”
“If we wouldn’t wear it ourselves, it doesn’t go out,” adds Maddy. “It’s that simple – and that stubborn.”
The two were keen to solve this problem. Months of testing adhesives, finishes, and designs went into creating a product that felt premium, even though it was something you could apply at home. That attention to detail set Candy Claws apart in a crowded market and turned early customers into raving fans.
But the magic isn’t just in the nails themselves. Candy Claws thrives on its distinctive visual identity: candy-coloured packaging, playful campaigns, and a social-media presence that speaks directly to its audience. The brand makes press-ons feel aspirational, fun, and creative – not a last-minute afterthought.
“We wanted Candy Claws to feel like a fashion accessory, not a fallback,” Maddy explains. “It’s about making manicures accessible for everyone.”
Their rapid success has brought the siblings to a new chapter: moving into The Forefront, Brisbane’s creative hub for innovators, designers, and entrepreneurs. For Maddy and Dylan, the space isn’t just an office – it’s a creative lab for ideas, a stage for collaboration, and a place that reflects the energy of their brand.
“We wanted a space that inspires us – somewhere bold, open, and full of ideas,” Maddy says. “The Forefront felt like home the moment we walked in.”
At The Forefront, Candy Claws is looking beyond nails. The move allows the team to expand, experiment with new designs, and explore collaborations in the beauty and fashion worlds. For the Jarvis siblings, growth isn’t just about revenue; it’s about innovation, community, and keeping their brand playful, creative, and human.
“Scaling quickly was wild,” Dylan laughs. “Maddy packed the first 10,000 orders by herself from her house. That hands-on approach keeps us connected to what made the brand work in the first place.”
With Black Friday just around the corner, Candy Claws is gearing up for one of its most exciting launches yet. Maddy and Dylan are putting their creativity front and centre, preparing new collections, limited-edition colours, and interactive campaigns designed to surprise and delight their loyal subscribers.
As they settle into The Forefront, the Jarvis siblings are looking beyond individual products. Their international growth and the demand for high-quality, playful press-ons serve as a reminder that creativity, community, and a hands-on approach can turn a simple idea into a global brand.
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