What Indie Polish Makers Want You to Know

Have you been seeing swatch photos of new collections and releases on IG, FB, YouTube and blogs, etc describing formulas, drying time, opacity? Do you then wonder how you too can become a swatcher/blogger? Or said, “I want to do that!” If you said ‘yes’, then this post is for you. I recently asked indie polish makers on FB to answer some questions I thought would be helpful to aspiring swatchers/bloggers. So lets go deeper inside the mad minds of those brands we have come to know and love, shall we, and find out what indie polish makers want you to know.

First, I thought it would be helpful if I included SOME links to swatcher/blogger applications to get you started. Just click on the brand name link to be sent directly to the application.

Brand Name: Top Shelf Lacquer
Brand Name: Daily Hues Nail Lacquer
Brand Name: Blue-Eyed Girl Lacquer
Brand Name: Bad Bitch Polish
Brand Name: Anonymous Lacquer
Brand Name: Native War Paints
Brand Name: LE Polish
Brand Name: Living Dead Lacquer
Brand Name: Different Dimensions
Brand Name: Potion Polish

On a scale of 1 to 10, how likely are you to reach out to a potential Swatcher/blogger if you see ‘available to swatch’ on the IG profile?

The average here is an astounding 3!! Most said what tour profile says is not what is important. It’s the content and quality of the swatches that are posted. Makers also said they review the swatch/blog applications they have on file first.

How many swatchers/blogger do you use per new release?

Typically makers average 6-7 “core/regular” swatchers/bloggers per collection and then rotate between others on their “blog roll”.

What are the TOP qualities you look for in a potential Swatcher/blogger?

  1. Polish Application – neatly polished, cleaned up and properly moisturized nails
  2. Quality Photos – clean, clear and color accurate photos with good lighting and even varying sources of light when necessary
  3. Multiple Shots – to reflect accurate finish i.e. holo, duo chrome, flakies etc. This could also include macros and bottles shots
  4. Description of Polish – clear, accurate and easily understandable commentary that makes sense and is mostly grammatically correct
  5. Activity in the Nail Community – being a member of multiple groups where swatches/blog can be shared and a following throughout multiple social media platforms. Activity also includes a lack of drama!! Makers are looking for a blogger/swatcher that stays out of it 
  6. TAT/Communication – ensuring swatches and/or blogs are posted within the given timeframe. If not, communication with the maker is important so they can plan accordingly
  7. Enthusiasm/Realness/Effectiveness – Not every collection will be liked however, makers like to see some kind of emotion coming through a blog post rather than just mundane comments about the formula and other pertinent facts. Reviews don’t have to be long blog posts, but actual commentary on the important things, which include: brand name, name of the polish, polish application notes, how many coats it took to reach the look in the photos, and whether the item is already available or if it’s releasing soon with a date and time for the upcoming release.

Most annoying thing a potential Swatcher/blogger can do?

  • Post the wrong details about the polish – i.e. wrong price, links & names and tagging a different makers for products
  • Pushy/rude swatch/blog requests – NO random and constant emailing and messaging. Most makers have an application link somewhere. Interested parties should take 5 minutes to find it and complete it.

BIG THANK YOU to those makers that took the time to respond to the questions and email them to me. Without you, this post and our gorgeous manis wouldn’t be possible. I think I speak for all the nail addicts when I say, “Please keep the polishes coming and we look forward to what’s next!!”

To the aspiring swatchers/bloggers out there,  you can do this!!! It may not happen over night or even 2 months from now, but if you just keep at it, it is possible. Remember to be encouraged, everyone had to start somewhere. As long as its your passion, then it should never feel like work. Also, check out Tips and Tricks for more useful information.


Disclosure: The questions above were asked via FB and makers emailed their response. The makers were advised they could omit responses from any question they were not comfortable with answering. The responses expressed are those of the makers and the makers alone.

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