35 Years of Beauty Innovation: The Heidi Zwicky Story
From a frustrated nail technician searching for solutions to a trusted beauty brand serving thousands of loyal customers worldwide. Discover how one woman's persistence and passion created products that actually work.
Where It All Began
In the late 1980s, Heidi Zwicky was a professional nail technician and licensed esthetician working at the prestigious 5-star spa at the Crescent Hotel in Dallas. While serving an affluent clientele, she noticed a troubling pattern: many of her clients suffered from damaged, weak, and slow-growing nails. Some had chronic nail-biting habits. Heidi herself faced the same challenge—her nails were constantly soaked in water and exposed to harsh chemicals, leaving them weak and damaged. Determined to find a solution, she purchased over 30 nail strengthening products on the market. Not one delivered on its promises.
The Breakthrough
Frustrated but undeterred, Heidi decided to create her own formula. She partnered with a team of chemists, bringing not technical training but relentless persistence and a clear vision: a product customers would love and see quick results from. After 3 years of trial and error and over 20 reformulations, Heidi's Nail Solution was born in 1990. The before and after photos you see are Heidi's own fingernails—proof that she was her first customer and the product truly works.
Industry Recognition
When Heidi's Nail Solution launched, VOGUE magazine's US edition named Heidi Zwicky one of the top 10 manicurists in the country. Demand exploded. Major publications including W and Nails magazine featured her groundbreaking product, validating what her clients already knew: it actually worked.
Customer-Driven Growth
Success bred demand for more. Just one year after launching Nail Solution, customers were craving additional effective products from HEIDI'S. In 1991, Creme Deluxe and Tropical Scrub were born—both formulated with the same commitment to high-quality active ingredients and real results that made Nail Solution a phenomenon.
Why HEIDI'S Stands Apart
For 35 years, HEIDI'S has remained committed to the principles Heidi Zwicky established from day one: formulas that work, ingredients you can trust, and results you can see.
High-Potency Formulas
We use significantly higher percentages of active ingredients than competitors. No fillers, no empty promises—just effective, professional-grade formulations that deliver visible results quickly.
Clean & Trusted Ingredients
GMP-certified, cruelty-free, made in the USA. We use organic ingredients when possible, natural fragrances and essential oils, and minimize preservatives. Some products are 100% natural. Quality and safety are non-negotiable.
Proven by Thousands
Thousands of customers have trusted HEIDI'S for 35 years. Many reorder every 2 months, spending decades with products that have become essential to their beauty routines. That loyalty speaks louder than any advertisement.
A Legacy Carried Forward
In 2003, Heidi expanded HEIDI'S to the Hong Kong market, where she met Rita—a native Hong Konger whose family moved to the San Francisco Bay Area in the early 1990s. Educated in California and experienced in Silicon Valley high tech, Rita became the Asia Pacific distributor. Together, Heidi and Rita worked seamlessly to build brand awareness in both the US and Hong Kong. In 2015, Rita became a minority shareholder. Then in 2024, as Heidi approached retirement, she sold the company to Rita. Heidi now remains as an advisor while Rita leads management and operations worldwide. The founder's vision lives on, carried forward by a trusted partner who shares her commitment to quality, effectiveness, and customer care.
