By: Courtney Yaeger
New York, NY — March 2026 — Courtney Yeager and Ryan Yeager, the founders behind the rapidly growing aesthetic wellness franchise The Tox, have officially awarded the first franchise for their new sister brand, The Shade, a luxury dry nail care studio concept designed to elevate the traditional nail salon experience.
The inaugural franchise territory has been awarded in Scottsdale, Arizona to franchise partners Sherri Plotke and Tony Cerullo, who have committed to opening two Shade studio locations with plans to continue growing within the market.
Plotke and Cerullo are existing franchise partners in The Tox system and currently operate two Tox studio locations, with a third in development. With the addition of The Shade, the couple is expanding their portfolio to include three Tox studios and two Shade studios.
The announcement marks an important milestone for the founders as they begin expanding their second brand through franchising.
“Launching The Shade is incredibly exciting for us,” said Courtney Yeager, Founder and CEO. “After building The Tox and working closely with our franchise partners across the country, we felt the timing was right to introduce a second concept within the beauty industry.”
The Tox has experienced rapid expansion in recent years, growing to 50 open studios nationwide and awarding 150 franchise territories. The brand currently has more than 100 additional locations scheduled to open within the next 18 months, positioning it as one of the fastest-growing emerging brands in the wellness franchise space.
With The Shade, the founders are applying the same operational systems and franchise development strategy that helped scale The Tox nationally.
The Shade concept was created to modernize the traditional nail salon experience by offering a luxury studio environment and a service philosophy centered on dry nail care.
Unlike conventional nail salons that rely heavily on soaking bowls and water-based services, The Shade focuses on precision dry nail care techniques designed to support nail health, hygiene, and the appearance of the surrounding skin.
The brand embraces what the founders describe as a “skin care meets nail care” approach, treating the hands and feet with the same level of attention typically associated with facial skin care treatments.
Another defining element of the concept is its no water, no waste philosophy, eliminating traditional soaking bowls and reducing unnecessary water usage while creating a more controlled and hygienic service environment.
Ryan Yeager, who has overseen the development and buildout of dozens of Tox studios across the country, has been closely involved in designing The Shade’s studio layout and operational framework.
“Our experience building and launching Tox studios nationwide gave us a clear understanding of what it takes to scale a studio concept,” said Ryan Yeager. “With The Shade, we’re applying those lessons to create a brand that feels modern, elevated, and highly scalable.”
Awarding the first Shade franchise to existing Tox partners reflects the founders’ commitment to growing alongside their franchise community.
“Sherri and Tony have been incredible partners,” said Courtney Yeager. “Watching them grow within The Tox and now step forward to help launch The Shade means a lot to us. Their belief in the brand and our vision is something we’re deeply grateful for.”
The Shade is being developed for national expansion through franchising, with select territories currently available in markets across the United States.
Entrepreneurs interested in learning more about The Shade franchise opportunity can visit
www.theshadefranchisinggroup.com
About The Shade
The Shade is a luxury dry-nail-care studio concept founded by Courtney and Ryan Yeager, the founders of The Tox. Built around a philosophy of dry nail care and skin care meets nail care, The Shade offers elevated nail services in a modern studio environment designed to prioritize hygiene, precision, and nail health. The brand is being developed for national expansion through franchising.
