US-based beauty start-up Alex|Tay has launched a new application (app) on iPhone and Android to allow customisation of nail polish.

The Alex|Tay Custom Nail Polish app offers numerous colours and personalised labels.

It allows customers to match their desired colours and delivers customised fashion accessory that is said to reflect moments, moods and individual colour interpretations.

Alex|Tay founder and CEO Paul Wolff said: “It’s as easy as snapping a picture, tapping a colour, and creating your own custom, high-quality nail polish named to reflect your sense of humour, fashion or mood. And you get your custom colour in about a week.

“With our custom nail colour system, you can match your world in just seconds – it’s really easy and fun to use.”

“With our custom nail colour system, you can match your world in just seconds – it’s really easy and fun to use.”

Alex|Tay nail polish is made with high-quality ingredients and has obtained Silver level Material Health Certificate from the Cradle to Cradle Products Innovation Institute.

The certificate is said to indicate an absence of ingredients that could lead to cancer, birth defects, genetic damage or reproductive harm.

Founded last year, Alex|Tay specialises in consumer technology and colour development with experience in chemical formulation and beauty industry.

The firm aims to offer user-generated, on-the-go formulas and quick manufacturing technology for its customers.