The GelBottle Inc transports us to the 1990s with their Spring/Summer 90s BABY Collection, vividly brought to life with  a series of fun, colorful, feel-good and informative images and video content.

“As a brand, our customers are at the heart of everything we do. We will always continue to innovate, evolve and push the industry to raise the bar and with the launch campaign created for our latest ‘90s Baby collection, we see this as a defining point for the industry moving forward in bringing a consumer marketing angle to the world of professional beauty,”says founder and CEO Daisy Kalnina.

For the first time ever, the brand has created a 12-minute feature video to launch the collection which stars  Kalnina and some of the TGB team. The video was produced and directed by the brand’s UK Marketing Director, Natasha Harden, and TGB brand friend, Frank Newbold (@franknewbold) as Creative Director. The official launch video is a tongue in cheek ‘90s style sitcom that features the feel-good 10 new SS21 shades within the collection.

The 90s BABY ten shades are...

It’s Britney Bit*h - If the princess of pop could be bottled, she'd look something like this. A bright, opaque hot pink with a shimmer finish, It's Britney Bit*h is as iconic and commanding as the woman herself. Just grab your nearest python for I'm a Slave 4 U vibes. 

Destiny - Made for every Soldier, Survivor and Independent Woman, Destiny is a bootylicious blue-violet that captures the vibrant and empowering spirit of R&B's coolest trio. 

Double Denim - Roll out the red carpet and channel your inner Britney and Justin* with Double Denim. A lightwash-inspired creamy baby blue, it gives nails a retro pastel pop. 

*Denim cowboy hat, optional. 

Central Perk - It’s fresh, it’s pretty and it IS a big deal. Inspired by the Big Apple’s hottest hangout, this pastel emerald green will perk up your mani in an instant – no caffeine required. 

Clueless - We can’t give you Cher’s computer closet, but Clueless is totally the next best thing. A way cute opaque banana yellow, it’s inspired by the most iconic plaid twinset of the ‘90s.

Carrie’s Cosmo - We couldn’t help but wonder, is this the perfect pink? Carrie’s Cosmo shakes up a mid-tone pink with a dash of cool undertones. Finished with an opaque twist, it’s best served chilled. 

Hubba Bubba - A bright pastel-neon coral that's straight from a Pick'n'Mix stand. Equal parts sugar pink and tropical orange, Hubba Bubba is a sweet treat that pops on every hand. 

Bae Watch - Make waves with this juicy, watermelon-bright shade. Transporting you instantly to the shores of Cali, its red-pink finish is an uplifting reminder that life really is a beach. Wish you were here! 

POSH - Your hunt for the ultimate nude is over. A suits-all mid-tone, Posh’s pink and mauve undertones are as chic as the Spice Girl herself. Perfect worn with an LBD (or anything else, for that matter).