America’s Best Franchises (ABF) Brand Insight —
Nail salons compete on price in a category where clients quietly worry about hygiene. The Shade removes the concern entirely — the studio is fully waterless, no soaking tubs, no standing water, which eliminates the main source of infection and fungus in a traditional salon. Pricing is all-inclusive with no upcharges. Behind it is the team that built The Tox from one studio to more than 50 open locations, applying the same franchise infrastructure to nail care.
At a Glance
- Liquid Capital Required: $200,000 (readily available cash or cash-equivalent assets — not from borrowing, selling a primary residence, or relying on future income)
- Ownership Model: Owner-operator for the first six months, then executive model with a General Manager
- Location Type: Retail studio
- Time Commitment: Full-time for the first six months, then active oversight
- Experience Required: None in nail care or beauty
About The Shade
The Shade is a fully dry manicure and pedicure studio founded by Courtney and Ryan Yeager, who also built The Tox. Every service is performed without water, eliminating the soaking tubs and standing water that carry infection risk in conventional salons.
The Tox launched in 2019 and grew to more than 150 locations signed and 50 open, giving The Shade an operator with a proven franchise engine behind it. The first flagship studio opened in SoHo, New York City, with territories now being awarded nationally.
Why Own The Shade Franchise?
- A fully waterless studio removes the infection and fungus risk clients associate with conventional nail salons.
- All-inclusive pricing with no add-ons replaces the upcharge model clients dislike in traditional salons.
- A patented red light therapy device and a proprietary lymphatic technique are built into every service.
- The owner runs the studio for six months, then may appoint a General Manager while overseeing performance.
- No plumbing for soaking stations means a simpler buildout and a wider range of viable sites.
Why This Opportunity, Why Now
ABF Market Analysis —
Nail care is one of the largest and most fragmented categories in beauty, made up almost entirely of independent salons with no national brand and wide variation in standards. Clients have grown more attentive to hygiene, and the traditional model — shared soaking tubs, standing water, surprise upcharges — has not changed in decades. Nail services are also a routine, repeat-visit purchase rather than an occasional one. That gap between what clients now expect and what the category delivers is the opening The Shade was built for.
ABF Timing Insight —
The Shade opened its SoHo flagship and began awarding territories nationally, so market selection is at its widest right now. The franchise infrastructure is not new: the same team scaled The Tox past 150 signed locations, and those playbooks, training systems, and support structures carry directly into this brand. Owners entering now choose from an open national map while operating on systems already proven in another concept.
Training & Support
- Initial training covers operations, service standards, brand experience, and business management, structured so owners can lead a studio without prior nail care experience.
- Site selection and studio design support guides owners through location evaluation and buildout, using a layout purpose-built for the dry service model.
- Launch support covers systems setup and opening procedures, with the corporate team involved through the opening period to establish consistent operations.
- Marketing support includes professionally developed brand assets, promotional materials, and campaign guidance to build local awareness and drive client acquisition.
- Ongoing operational and performance support draws on the playbooks, training systems, and franchise infrastructure developed scaling The Tox.
Our Ideal Franchisee Candidate
- Willing to run the studio hands-on for the first six months
- Passionate about beauty, wellness, and client experience
- Enjoys hiring, training, and retaining licensed technicians
- Community-minded and ready to build a local client base
- Interested in growing beyond a single location over time
Who Is Not A Good Fit
- Cannot document at least $200,000 in liquid capital
- Unwilling to serve as General Manager during the first six months
- Wants a fully absentee investment with no ongoing oversight
- Uncomfortable recruiting and managing licensed nail technicians
- Looking to compete on price rather than experience and hygiene
Frequently Asked Questions
Q: Do I need experience in nail care or the beauty industry?
A: No. Training covers operations, service standards, and business management. Owners hire licensed technicians, so people management matters more than technical skill.
Q: What is dry nail care?
A: Every service is performed without water. That removes soaking tubs and standing water, the main sources of bacteria and fungus in a conventional salon, and simplifies daily cleaning.
Q: Can I hire someone to run the studio?
A: After the first six months, yes. The owner serves as General Manager during that period, then may appoint a qualified General Manager while remaining actively involved in business performance, team leadership, and brand standards.
Q: Who is behind The Shade?
A: Courtney and Ryan Yeager, founders of The Tox, which they scaled to more than 150 locations signed and 50 open. The same operating systems and franchise support carry into The Shade.
Q: How long does it take to open a studio?
A: Most studios open within several months of signing, depending on site selection and buildout.
Next Steps
If you are drawn to a design-led studio concept, a repeat-visit service business, a dry care model that keeps buildout simpler, and an emerging brand with wide territory availability, The Shade is worth a direct conversation. Complete the form below to request a qualification review and discuss territory availability for The Shade.
This profile represents general franchise information. Individual results may vary. Refer to the Franchise Disclosure Document for complete details.