The Story Behind That'so Me!

At That’so Me!, we celebrate every version of you: the soft girl, the bold baddie, the chaotic queen, the cozy homebody, the main character, and the “don’t talk to me, I’m tired” vibe.

Because let’s be honest…you’re way too interesting to be just one vibe.

Hi! We’re Jo and Joann, the founders of That’so Me!, and here’s how one destination wedding, one manicure disaster, and one perfectly-timed idea turned into the expressive, fun, playful brand we are today.

Last year, we flew to China to be bridesmaids at a close friend’s wedding. We were excited, emotional, and fully ready to slay the day. Except for one tiny detail: our nails.

Normally, we’d get our nails done in the Netherlands before flying out. But before the wedding, we had planned two weeks of adventure, which included hiking, exploring, sweating and basically doing everything that destroys a fresh manicure.

So by the time we all reunited in Shenzhen for the bachelorette party: our nails were short, uneven, bare and definitely not “bridesmaid material”

And to make things even more fun?

We had a rock climbing trip planned right after the wedding. Long extensions = absolutely not.

We were in a serious pickle.

That’s when we discovered handmade press-on nails with insanely beautiful designs.

Wedding-ready  ✔️

Practical for rock climbing  ✔️

Life-saver  ✔️

They saved our entire bridesmaid era.

 

✈️ Back Home in the Netherlands And a Big Realization

When we returned to the Netherlands (still high on wedding joy and nostalgia), we immediately started looking for those same beautiful press-ons here.

And… no luck.

Nothing came close to what we found in Shenzhen.

Not the quality.

Not the variety.

Not the creativity.

Not the vibe.

We looked at each other and asked the question that changed everything:

“Why don’t we sell them here?”

At first, it was just a casual question.

Then it was exciting.

Then it became a real conversation.

 

🇳🇱 Taking the Leap — Registering Our Business

We decided to go for it.

Registering our business in the Netherlands was such a proud moment.  The first official step toward building something that belonged to us.

It felt real.

It felt right.

It felt… big.

🗣️ Focus Group Time: Friends, Opinions, Brutal Honesty

Next, we invited some of our closest friends to a focus group. We wanted real opinions, not polite support.

We asked:

What scares you about press-ons?

What would make you switch from the salon?

What designs are missing in the market?

What shapes do you love?

What colors feel timeless  or boring?

What packaging makes you trust a brand?

We spread out samples, early designs, packaging options, mood boards… everything. They tried them, peeled them off, commented, critiqued, argued (lovingly), and gave the kind of honest feedback only real friends can give.

Their insights shaped our earliest decisions.

👑 King’s Day, Our First Real Customers

Before we officially launched, we wanted to see how real, unbiased customers reacted.

So on King’s Day, we set up a little stall. And that day? Wow.

We met:

skeptical shoppers

excited beauty lovers

people who had never heard of press-ons

our first actual customers (!!)

We saw faces light up. We heard concerns. We listened. We learned. That day proved there was real demand and real excitement.

 

🧠 Naming the Brand: The Moment Everything Clicked

During one of our brainstorming meet-ups (a mess of notebooks, apple pie, doodles, and coffee), we bounced around with a few name ideas. And then Joann said: “I want a brand where, when people see a style, they say:

‘That’s so me!’”

Silence.

Then a smile.

Then instant agreement.

It wasn’t just a name.

It was the feeling we wanted people to have.

And just like that, That’so Me! was born.

🎨 Building the Visual Identity

To shape the personality of the brand, we worked with the talented designer Maria. She helped us define all the visual elements, the colors, shapes, logo, tone and created a brand world that felt: fun, playful, expressive, feminine with attitude and bright but not loud.

Maria captured everything we imagined and elevated it. Thank you! 

 

❤️ What We Believe — The Heart of That’so Me!

 

✨ You’re multi-dimensional

Romantic today.

Bold tomorrow.

A little chaotic next weekend.

And that’s iconic.

✨ Your nails should match your mood

Not the other way around.

You shouldn’t be locked into one look for weeks.

✨ You deserve the freedom to take them off whenever you want

We want you to switch styles easily.

Change colors instantly.

Give your natural nails a breather when they need it.

No commitment.

No guilt.

Just vibes.

✨ Beauty should be fun and not stressful

No broken-salon-nail panic.

No expensive fills.

No appointments.

No pressure.

Just cute nails, fast changes, and full freedom.

✨ Expression should be effortless

Soft girl era?

Villain era?

Clean girl era?

Main character era?

We support them all.

✨ You deserve nails that feel like YOU

Not perfect.

Not pretentious.

Just beautifully, messily, confidently YOU.

That’s what That’so Me! stands for.

 

🚀 And This Is Just the Beginning

What started as a bridesmaid emergency has become a brand built on identity, personality, freedom, and fun.

And every time someone puts on a set and says:

“Omg… that’s SO me!”

we know we’re doing exactly what we’re meant to do.