Birkenstock steps into beauty, one shade at a time

Birkenstock is stepping beyond sandals and into beauty with the launch of a vegan, plant-based nail polish collection under its "Care essentials" range.

The collection, launched in April this year, marks the brand’s latest move to extend its “walking as nature intended” philosophy beyond footwear, bringing a decorative element into its growing foot care portfolio.

The range features five shades, "Eggshell", "Light rose", "Crocus", "Surf green" and "Red", designed to complement Birkenstock’s open-toe sandals. The brand positions the polishes as a “finishing touch” that pairs with its footwear, whether through tonal matching or contrast styling.

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Alongside the polishes, the collection includes a top and base coat, as well as a nail polish remover infused with sweet almond oil.

According to Birkenstock, the formulas are “23-free”, vegan and plant-based, with ingredients derived where possible from natural sources such as sugar beets and cane. The products are manufactured in Europe and packaged in recyclable glass bottles, aligning with the brand’s broader sustainability positioning.

The move signals a continued expansion of Birkenstock’s "Care essentials" line, as the company builds out a more holistic ecosystem around foot care and lifestyle.

MARKETING-INTERACTIVE has reached out for more information. 

The expansion comes as Birkenstock continues to invest in more immersive brand experiences beyond product. In Singapore, the brand opened an experiential concept store at WEAVE, Resorts World Sentosa, designed to reflect its “walking as nature intended” philosophy.

The space features natural materials and interactive touchpoints, including a digital foot scanner, reflexology corner and in-store foot massage services, aimed at turning retail into a more sensory, wellness-led experience.

“The store was designed to be a space where people feel comfortable to explore, linger and connect with the brand in a deeper way,” said Evelyn Chua, managing director, Southeast Asia and Down Under, in an interview with MARKETING-INTERACTIVE at the time.

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