Richard Hurter, president and CEO of Kupa Inc., has announced the acquisition of Nailebrity. Elaine Watson will be retained as executive vice president. The move will help Kupa expand its presence internationally as it benefits from Watson’s global partnerships and industry expertise while strengthening its foothold in the United States as a manufacturer of tools for the nail segment, the company said. According to Hurter, “The skills Elaine has acquired along her journey can be taught to a new generation of nail professionals. Her selfless dedication, expertise, and infinite connections are all reasons why I wanted to create a place for her at Kupa. I have no doubt that her insight and guidance will help Kupa grow exponentially.”

As executive vice president, Watson will focus on domestic and international sales growth as well as research and development. Drawing upon her 20-plus years in the industry as an educator, Watson will work with the Kupa education team to develop effective and pertinent information for brand partners and its social sites, including KupaTV, its YouTube channel.

Watson has worn many hats in the nail category including salon owner, celebrity nail technician, television personality/judge on “Nail’d It,” head booth judge of the Nailympia competition (a position she will retain), and most recently as entrepreneur and CEO of Nailebrity.