Big QuestionsOur work related to complex challenges.

The Challenge

Create a nail polish wand that’s easy to use.


The flexible, bendable Plié Wand, which can be held in either hand.

Julep, a fast-growing beauty brand, noticed a problem that has vexed generations of nail polish users: The wand on the bottle is awkward and clumsy to use.

After rounds of user research, IDEO and Julep came up with the solution: the Plié Wand. The elegantly tapered handle sits easily in the hand and connects magnetically with a wand finely calibrated for precision. And for maximum flexibility, it bends to rest gently in the hand, making it an ambidextrous instrument.

The Wand bends, making polishing with your other hand easy.

Consumer Goods and Services
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