Nailcare brand Orly’s VP Tal Pink shares insights on the brand’s LA Sparks partnership

The GIST: This week, nailcare brand Orly celebrated its 50th anniversary by launching its first-ever sports partnership with the LA Sparks. As nailcare brands begin tapping on women’s sports, we enjoyed an in-depth conversation with Orly about how consumer trends and its LA roots led to this partnership.

• On Wednesday, Orly business development VP Tal Pink described how Orly is adapting its product and identity to appeal to the next generation. The brand has uniquely kept its scrappy startup energy, which aligns with women’s sports teams in their scale-up era. Nailing it.

The partnership: Orly is embracing tried-and-true tactics from other beauty partnerships, like Sparks-inspired glam kits and behind-the-scenes nailcare routines. LA players will also work with the brand to develop custom manicures, while Crypto.com Arena will debut a nail check cam.

💅 How Orly navigates shifts among today’s consumers:

“Younger consumers are drawn to press-ons, nail enhancements, and instant gratification. Traditional polish has had to fight harder for relevance, especially with the rise of influencer-driven brands that emphasize aesthetics over efficacy. Consumers are not necessarily splurging on salon manicures and are leaning into DIY, and even nail techs are sourcing their product from Amazon.”

“Being self-funded means you’re competing not only against the big conglomerates, you’re also fighting off the upstart “disrupters.” So you have to lean into your strengths which is being able to adapt quickly… We’re launching new offerings, we’re focused on specialty finishes that appeal to an online consumer and have brought more experiential elements to our brand.”

⚡ Why the LA Sparks partnership felt right:

“The LA Sparks are more than just a basketball team, they’re icons of strength, community, and unapologetic self-expression. That aligns perfectly with Orly’s ethos. We’ve always believed that nailcare isn’t just an accessory: it’s a reflection of who you are and how it makes you feel.”

“This partnership lets us celebrate that message on a bigger stage. As an LA–based brand, it’s incredibly meaningful to support a hometown team with a global footprint… Together with the Sparks, we’re showing the next generation that beauty and athleticism aren’t opposites: they’re both bold expressions of strength, identity, and self-belief.”