Soft Cat Eye - Gold

Girls, today we're talking about something I've wanted for years in our field: quality crystals, easy to use, no stress, no spilled boxes, no waste of time. At 111, we created One Crystals – a selection of 28 premium types , designed especially for us technicians when working on more complex nail designs. No chaos on the work table How many times have you spent 10 minutes looking for a specific shape or size of crystal? Opening one box, then another, then another, and finally spilling it all on the floor? You waste time, annoy your client, and you don't even feel like doing the design anymore. One Crystals come efficiently arranged in boxes designed to help you combine multiple shapes and sizes from a single selection. Each box is like a mini design puzzle – just what you need to create something beautiful, without wasting time. Premium shine, affordable Let's be clear: they are not Swarovski crystals. And I don't want to lie to you that they are. If I brought Swarovski, I would make them 10 times more expensive and no one would buy them – because in Romania, manicures are not yet at that price. But... these One crystals are the start of something very valuable. They have an extraordinary shine, they are carefully selected, and I like them because they give me that "wow" effect, without breaking the bank. I personally love crystals and I missed finding something truly quality in our field. Now I have, and I'm giving them to you too. Application recommendations How you glue them is very important. I recommend using any clear rubber base, combined with a little acrylic powder for extra strength. And the most important detail: the amount of product. It has to be exactly the same as the diameter of the crystal. If you put too little, it falls off. If you put too much, it runs off and gets all dirty. A beginning to more Just like with our gel jar seal , this is just the first step . We will continue to make constant improvements – so that you can work easily, quickly and beautifully . Products should support you, help you move faster, express your creativity, and feel like you're working in a space that inspires you. And One Crystals do just that. Kisses and thank you for being here with me. Everything we do at 111 is for you to enjoy your work, not to mess up your products. 💎✨ xoxo IOANA DIANA, KISSES

The story of the macro phone lens I've always wanted for the beauty field. Why did we create the Focus lens? Working in the beauty industry every day, especially manicures, I always felt like something was missing. I posted a lot on my story, filmed my students, showed my clients' nails, but I could never find a lens that captured EVERYTHING clearly. Most macro lenses either defocused the edges or lost essential details. And that's when I knew I had to create the lens I always wanted: Focus. What did I want from this lens? I wanted a lens that: to capture the entire manicure in the frame – not just a piece of the nail not to defocus the edges – clarity everywhere to capture the perfect vibe – that “clean” satisfaction when filming or photographing to work at both 1x and 2x zoom – without losing focus be stable – you don't have to wait 10 minutes to find the angle In short, we wanted a lens that was created for the beauty industry – not a technical or industrial one. One for those of us who work in aesthetics, and we want to show exactly how beautiful what we do is. How we got to the perfect lens I tested dozens of lenses. I invested a lot of money just to find one that satisfied me. Nothing was right. So we started collaborating directly with factories and manufacturers, we adjusted lenses, we asked for changes in focus, distance, clarity. And after months of testing, we found the ideal option. The Focus lens is the result of this work: a macro lens tailored exactly for the phone, for beauty, for nails and our vibe. What makes the Focus lens different? Captures the complete manicure – whether it's long, round or coffin nail Works perfectly at 1x and 2x zoom – without losing clarity Does not defocus the edges – the entire image is clear and satisfying You can film movement – the focus remains fixed even if you move your finger or the camera Show the vibe – perfect for stories, TikTok or Instagram Focus is not just a lens. It's a tool created for you Whether you're a technician, trainer, or beauty enthusiast, you know how important it is to show off what you do. You want to capture that perfect detail, that light, that nail that made you proud. The Focus lens was created for exactly that. It's not just a lens. It's a tool that helps you express your work and see it with new eyes. Literally. You'll fall in love with it from the first story.

The story of the first building gel launched by me, Ioana Diana, under the 111 brand. Why did I start with a building gel? When I decided to launch the 111 range, I knew that the first product had to be a building gel. But not just any. One that would represent me 100% technically and aesthetically. I knew exactly what I wanted to bring: a versatile gel that would fit into all modern techniques, without compromise, and that would last over time, regardless of the type of client or work. Honey Builder Gel: strength, versatility, safety The Honey Builder Gel range is the result of months of testing, formulating, tweaking and patience. We wanted a gel that was: extremely adhesive – even with weaker bases perfect for nail form extensions and tips ideal for filing-free technique controllable and easy to shape, with a slightly honeyed texture stable in salon work, no surprises HEMA-free and TPO-free – for your and your client's protection officially registered in Europe, under my company, under the brand 111 Important: the grip also depends on technique Even if the formula is very good, it must be made clear: no product will work perfectly if the technique is not correct. If you drip the gel into your cuticle, if you don't prep your nail surface properly, or if you apply it unevenly, it's normal for lifting to occur. But if you use it correctly, Honey Builder Gel is extremely durable and adherent – even without an ideal base. I have tested it even in combination with weak bases and it still worked flawlessly. However, I am currently working on developing a 100% compatible base, with impeccable adhesion and a clean aesthetic appearance. What techniques can you do with it? It is a gel that easily adapts to any work style, and its versatility makes it a favorite of many. classic extensions on the nail form soft gel tips strengthening on natural nail apex in single movement babyboomer, french, reverse filing-free technique speed technique in the salon It performs excellently when filing, does not crack, does not shrink, and gives you a clean, fluid, clear working sensation. About shades: 8 variants designed with logic, aesthetics and real utility The Honey Builder range starts with 8 carefully chosen shades, each with a clear purpose and vibe: 1 shade is completely transparent – ideal for long extensions or for clients who want a very durable gel to apply color over. It is stable, perfect for clean and clear work, with no undertone to influence the final design. 7 shades are nude, thought out in pairs: For example, we have Light Pink and Pink – two variants almost identical in undertone, but different in intensity. If a client likes a shade but wants it a little lighter or a little darker, we have exactly what they need. These pairs of nudes: have the same undertone, for an aesthetic and natural transition they are ideal for adapting to the client's nail bed they have perfect pigmentation for the babyboomer or degradé technique beautifully camouflage the nail plate, but remain natural The Milky White in the range is an opaque but fine shade, with an ideal consistency for soft, clean, feminine techniques. It is one of the most appreciated. For me, this gel is more than a product It is my first building product, 100% created and approved by me. It is registered to my company, under the brand 111. It is tested over time, in salons, in courses, on real clients. It's the beginning of a range that's not just about aesthetics, but about results. I want you to know that in every jar of Honey Builder Gel there is work, sleepless nights, testing and a lot of passion.