She may be causing a stir with her new, neon blue hair (which coincides with the release of her new song "Neon Lights"), but, for the last year, year and a half, it's been Demi Lovato's nails that have created quite the commotion in the Twitterverse. And, why not? They've been masterfully done for nearly every red carpet appearance and public event by nail innovators, The New Black.

The company, whose mission statement is to "create high-quality color stories that make it possible to try all the latest nail trends at an affordable price," knows a great PR opportunity when they see one and has, subsequently, teamed up with the newly minted 21-year-old on a new line; three 3-piece and two 5-piece nail kits ($12 and $22 respectively) that will be available exclusively at Ulta in November (although the beauty Mecca is rolling them out in spurts so you may just be able to find some in stores now).

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In addition to bringing wallet-friendly, runway inspired colors to the masses, The New Black, co-founded by Nicole Ostoya and Robin Coe-Husting, is known for being long-wearing, chip-resistant, non-toxic and vegan -- all things that appeal to their core consumer and Lovato, who's known for being adventurous when it comes to her nails.

Accordingly, these new collections reflect the "Glee" star's sense of whimsy; "They are unusual color palettes. The colors are very intense. She's into bold colors and textures," Coe-Husting says, adding that, "If she wasn't known for her great nails and her forward style, this wouldn't be happening."

"I love all the products that I have created because I think they embody all the qualities of a strong woman," the X-Factor judge says . "It is fun to be able to create your own look down to your nails. I'm a perfectionist when it comes to my nails, although you can't always tell. I want to put something cool on my nails that expresses who I am and what I'm feeling."

And, there's definitely a "look at me" angle to all of this, which brings the project full-circle. "If you have badass nails, you are going to show them on Twitter," Lovato, who's heading out on tour in February to support her new record, says. "When I have cool, awesome nails, I want everyone to see."

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