VOESH Professional is rolling out a new pro-only product line infused with real diamond powder, betting that salons are increasingly leaning into high-end, experience-driven services to attract clients.

The company’s “Noble Diamond” collection, launched March 24, is available exclusively to licensed professionals and designed for use in manicure and pedicure treatments. The line includes multi-step pedicure kits, collagen gloves and socks, and massage creams, all positioned as upgrades to traditional salon offerings.

The move reflects a broader shift in the beauty industry, where salons are marketing services as indulgent experiences rather than routine maintenance. Products tied to luxury ingredients and sensory appeal have become a key way to justify higher service prices and stand out in a crowded market.

“We created Noble Diamond to bring a new level of prestige and performance to the professional salon space,” said Vera Oh, co-founder and co-CEO of VOESH Professional. “By infusing real diamond powder into each formula, we’re giving nail professionals a way to offer their clients something that feels truly one of a kind and luxurious, while still delivering the high-performance results VOESH is known for.”

The Noble Diamond line centers on a six-step pedicure system packaged as a single-use kit, alongside add-on treatments such as collagen-infused gloves and socks designed to hydrate hands and feet in about 15 minutes. Other products include a cuticle oil and a vegan hand and body cream intended for massage services.

VOESH said the formulations are paired with a signature scent blending rose, magnolia and muguet, with amber undertones. The company frames the collection as both a performance product and a sensory experience, a combination that has become increasingly important in salon marketing.

The brand, which is female- and Asian American Pacific Islander-owned, has built its reputation on its “Pedi in a Box” systems, pre-portioned kits that emphasize hygiene and convenience in professional settings. That model gained traction during and after the COVID-19 pandemic, when sanitation became a central concern for both salons and clients.

The new collection continues that approach with single-use or controlled-portion products, while layering in what the company describes as premium ingredients and finishes.

Pricing varies across the line, with individual treatment items ranging from about $7 to $29. A salon starter kit, priced at $740, bundles multiple products and display materials for retail and service use.

While diamond powder is more commonly associated with skincare exfoliation or cosmetic finishes, its inclusion in salon products is largely tied to branding and perceived luxury. Industry analysts note that such ingredients can influence consumer perception even when functional benefits are similar to existing formulations.

For salons, the appeal may be less about the ingredient itself and more about the ability to market a differentiated, premium service.

VOESH did not provide sales projections for the collection but said it expects the line to support professionals looking to “upgrade” their service menus.

The launch comes as beauty brands continue to focus on professional channels, even as direct-to-consumer sales grow online. For companies like VOESH, salon partnerships remain a key entry point for product adoption and long-term brand visibility.