Nail Care Market Size and Trends

The Global Nail Care Market size was valued at US$ 21.08 Billion in 2023 and is expected to reach US$ 30.26 Billion by 2030, grow at a compound annual growth rate (CAGR) of 5.3% from 2023 to 2030. Nail care products are used to maintain healthy and attractive nails. They include nail polishes, strengtheners, removers, cuticle creams, and tools for manicure and pedicure. The market is driven by increasing awareness regarding personal grooming, growing disposable incomes, and launch of new fashionable products by brands.

The nail care market is segmented into product type, distribution channel, end user, price, ingredient type, and region. By product type, the nail polish segment accounted for the largest market share in 2022. Nail polishes are increasingly gaining traction among female consumers as they allow expressing individuality and make a fashion statement. Their easy availability in various textures and over 1000 shades is propelling the growth.

Nail Care Market Trends:

DIY nail care routine gaining ground:

The pandemic induced lockdowns and movement restrictions accelerated the growth of DIY/ at-home beauty regimens including nail care. While salon visits reduced, consumers invested their time in DIY activities like nail art and thus creating customized manicures. This led to growing sales of inexpensive nail polish brands, appliques, stickers, tools, and others. Social media platforms like TikTok and Instagram helped fuel this DIY trend.

Many consumers found the at-home nail care routine more convenient, personalized and safer. Brands have supported this by launching DIY focused products like peel-off nail polishes and all-in-one kits. Even as normalcy resumes, DIY nail care products are expected to enjoy continued popularity complementing occasional professional salon services. The hybrid approach indicates an underlying shift in consumer attitude.

Rise of clean label and vegan certified products:

Consumers are increasingly scanning product labels to check for ingredients before purchases. Terms like clean beauty, non-toxic, vegan, and paraben-free have become key considerations amid growing health consciousness. To cater to this demand, brands are either reformulating existing products or launching new ranges certified by organizations like PETA and Leaping Bunny.

For instance, ORLY is the Cruelty-Free and Vegan Nail Color ORLY introduced its vegan nail polish line certified by PETA. Industry leaders like Revlon and L’Oreal have also expanded their clean nail care offerings. The clean label trend is compelling brands to relook at their ingredients while providing differentiation. Transparency and third-party certifications help build consumer trust.

Premiumization across emerging economies:

The nail care market within developed economies like the U.S. and Western Europe is reaching saturation. The emerging opportunity lies within developing regions of Asia Pacific, Latin America and Middle East & Africa where premium nail care holds huge untapped potential. Rising disposable incomes in these countries is allowing consumers to upgrade from mass to premium nail products.

Market leaders are launching premium variants and collaborations specifically targeted to the high-potential aspirational segment in emerging economies who equate expensive products with superior quality and luxury. This indicates a clear trend of premium nail care finding greater demand within the developing world.

Influence of social media and digital marketing:

Digital and social media have emerged as game changing platforms for the nail care business. Brand websites, influencer collaborations, and innovative online campaigns play a pivotal role in consumer engagement. Product discovery and inspiration for nail art designs largely happens online. Digital tools like virtual try-on, online nail consultants, and real-time advice leverage technology to enhance consumer experience.

Celebrity endorsements on social media have become crucial for brand building. User generated content such as nail care tutorials widely shared on YouTube, Instagram and Pinterest helps foster brand loyalty and community engagement organically. The pervasive power of digital is transforming marketing strategies within the nail care industry.