NAIL CARE MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

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 Regional Insights

• North America is expected to be the largest market for nail care market during the forecast period, accounting for over 35% of the market share in 2023. The growth of the market in North America is due to the high spending capacity of consumers and presence of major brands in the region.
• The Asia Pacific market is expected to be the second-largest market for nail care market, accounting for over 25% of the market share in 2023. The growth of the market in Asia Pacific is due to the rising middle-class population and increasing adoption of western lifestyle.
• The Europe market is expected to be the fastest-growing market for nail care market, with a CAGR of over 20% during the forecast period. The growth of the market in Europe is due to the growing interest in fashion and increasing number of working women.

Figure 1. Global Nail Care Market Share (%), By Region, 2023

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Nail Care Market Drivers:

Increasing emphasis on grooming and wellness: Growing focus on self-care and grooming, especially among the younger generations is driving demand for nail care products. Consumers are seeking professional nail salon services as well as investing in at-home manicure/pedicure products for well-groomed and styled nails. The ongoing wellness trend has expanded from just fitness to overall wellbeing including pampering oneself. This has created a shift towards preventive nail care and treating fingernails as an important aspect enhancing personality.

Trends such as dip powder manicures, chrome nails, short French tips have gained popularity. Do-it-yourself (DIY) nail art with sequins, gems, foils, stickers is also becoming common. The new generation views well-maintained nails as a form of self-expression. This emphasis on grooming and personal care is expected to have a positive impact on the nail care industry. For instances, according to the research  data nail care has become an integral part of personal grooming, with nail polish and nail art becoming particularly popular in the corporate and fashion industries. This trend is expected to remain a prominent factor in augmenting the product demand throughout the forecast period.

Product innovation and premiumization: Manufacturers are continuously launching innovative products and premium variants to cater to changing consumer preferences. Unique packaging, textures like matte and holographic, thinner brushes for accuracy, longer-lasting gel formula, vitamin enriched strengtheners, and all-natural ingredients, customizable shades, and multipurpose care are some value additions attracting consumers.

For instances, According to the Rider Ecommerce Brands like OPI, Dior ,  OPI is a brand of professional-grade nail polish that is known for its high quality and long-lasting formula   and Chanel are offering limited edition nail polish collections based on latest fashion trends. At-home gel manicure kits are gaining ground. Introduction of peel-off nail polish by brands like  Sally Hansen with over 500 unique shades available, Sally Hansen nail colour offers a variety of benefits and shades to suit all needs.   has created excitement. Such innovations and premiumization across color, texture, longevity, effects, and applicators are driving new demand.

Growth of organized retail and e-commerce platforms: Expansion of organized retail and online shopping channels has improved accessibility and availability for consumers residing even in remote areas. Hypermarkets, specialty beauty stores allow customers to easily discover new products, compare different brands, avail offers, and get expert advice.

 For instances, according to the nail care website, E-commerce portals give access to an international range of products. Availability of user reviews and tutorials help make informed purchases. Direct-to-consumer brand websites and subscription boxes also offer personalized options conveniently. Omnichannel marketing further enhances consumer engagement. The growth across retail and digital is expected to benefit the nail care industry.

Increasing disposable incomes and spending power: Economic growth across developed and emerging economies is resulting in rising per capita disposable incomes and higher spending power. With more money to spend, consumers are moving up towards premium or luxury products in categories like cosmetics and personal care including nail care.

The expanding middle class population especially in Asia Pacific is willing to pay more for high-quality and branded products. Market leaders are targeting this segment with new premium product lines.  Growing incomes and spending levels will lead to trading up across nail colors, treatments, tools and even professional services thereby propelling the overall industry growth.

Nail Care Market Opportunities:

Untapped markets with low penetration:

Many developing countries and rural areas are still largely untapped markets with lower penetration of nail care products as compared to urban regions. This presents an opportunity for companies to improve distribution networks and product awareness in such unexplored geographies. Localization of products as per regional consumer preferences in terms of affordability, textures, colors, ingredients and communication can drive adoption resulting in widening consumer base.

For instance, in 2022 bifunctional products such as those combining nail polish and moisturizer are gaining traction in the price-sensitive markets of Asia Pacific. Market players can grab share in high-potential less-penetrated markets through right pricing and positioning strategies.

Increasing adoption among the expanding male consumer segment:

While nail care market has traditionally focused on female consumers, the evolving male grooming segment presents a lucrative opportunity. Over the years, the taboo that is associated with men getting manicure/pedicure has diminished. Male consumers are exhibiting growing consciousness regarding personal grooming and investing in hand/foot care.

Brands are targeting men through product innovation and gender-neutral communication. Introduction of matte textures, nude/pastel shades, understated packaging and mass media campaigns featuring male celebrities have grabbed attention. Tie-ups with barbershops and evolving product ranges can further help tap into the high-potential male segment.

Growth of the nails-only bar segment:

The emerging nails-only bar segment offers significant untapped potential for the nail care market. Nail spa visits have become a regular beauty regimen rather than just occasional pampering. Quick-service nail bars providing express manicure/pedicure are gaining ground across malls and high streets. Market players can strategically partner with such focused outlets to drive trials and usage.

The personalized experience, affordable rates, and express services at these dedicated nail bars provide convenience to time-pressed consumers. Their growth supported by franchising, private equity investments and acquisitions indicates an underlying consumer demand for professional nail services. Tapping into this fast-growing segment can unlock new prospects.

Natural and organic formulations:

Consumers are increasingly concerned about the ingredients that are used in beauty and personal care products including nail care. There is a growing awareness to avoid exposure to certain harsh chemicals often found in nail polishes and removers. This provides a window for natural, organic, vegan, non-toxic and safe formula-based products to address the evolving consumer needs.

Leading brands are launching products featuring plant-based biodegradable ingredients and mentioning the exclusion of toxic chemicals prominently. Certifications from organizations like PETA( People for the Ethical Treatment of Animals) can boost credibility. The clean and green movement within nail care leads to tapping into higher-margin premium product ranges.

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.

Nail Care Market Restraints:

Seasonality and fashion-driven demand:

Nail care products especially nail colors/effects experience significant seasonality in demand. Sales are higher during summers when open-toe shoes and sandals are in trend requiring pedicure. Demand dips in winters with closed shoes. Frequent seasonal launches mean shorter windows to ride each fashion trend. Limited edition ranges compel frequent purchase. For instances, According to the New Hork Times, the cyclical and ever-evolving nail trends makes demand highly fashion dependent. While encouraging trial and variety seeking, the fleeting nail color trends pose inventory management challenges operationally for brands. The seasonal and fashion-driven nature of nail polish category affects stability in growth and long-term forecasts.

Growing bargaining power of retailers:

The retail landscape has become concentrated with the rise of big box retailers, specialty beauty chains, hypermarkets and e-commerce giants. Their scale and geographic reach gives them substantial bargaining power over brands. To access prime shelf space and attractive promotions, nail care brands are under pressure to offer trade discounts and customized rebates especially to major retailers. This affects profit margins.

Declining brick-and-mortar footfalls has further intensified competition for shelf space. Retail consolidation also limits growth avenues for niche and indie brands. The changing retail dynamics has shifted bargaining power away from brands, thereby compelling them to realign pricing and sales strategies.

Proliferation of inexpensive private label offerings:

The entry of private label brands by big retailers along with the growing number of inexpensive indie brands has intensified competition, especially in the mass nail care segment. Aggressive pricing and discounts offered on such labels put pressure on established mass-market leaders to cut prices. Many private labels replicate the packaging and effects of premium bestselling shades. For instances, According to the beauty independent, While increasing overall category penetration, the branded segment share gets split. For premium brands, this mimicry affects brand equity. Most retailers give higher visibility and prime shelf space to their own private labels over branded offerings. The proliferation of unbranded offerings makes the landscape highly competitive.

Counterbalance: To counterbalance the above restraints, the key market players need to keep on upgrading new products and innovation to be in the competition with other inexpensive brands.

Nail Care Market-Recent Developments

New product launches

• In March 2022,  OPI (a division of Wella Company) is for professionals, newbies, and at-home gurus.  OPI launched its nature strong gel polish line made with 87% natural ingredients. It provides salon-quality nail color while being environment-friendly.
• In January 2021, Sally Hansen launched its Good. Kind. Pure. nail care range free of 16 harmful ingredients. The cruelty-free line offers plant-powered formulas for strengthening nails.
• In April 2020, China Glaze  manufacture and distribution of color glaze materials and ceramic products.  China Glaze introduced its limited-edition accordion bottle polishes with fashion-forward colors and textures. The unique packaging enhanced shelf-appeal and consumer experience.

Acquisition and partnerships

• In January 2022, Revlon, Inc. is an American multinational company dealing in cosmetics, skin care, perfume, and personal care. Revlon acquired all assets of BBD Ltd., which owns Smith & Cult and DND Gel brands. This strengthened Revlon's portfolio of professional salon nail products.
• In October 2020, ORLY was acquired by Revlon, Inc. from Haqqani Ltd. This helped Revlon expand its nail care business through ORLY's unique colors and textures.

Figure 2. Global Nail Care Market Share (%), By Price, 2023

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Top companies in Nail Care Market

• OPI
• Essie
• ORLY
• China Glaze
• Zoya
• Sally Hansen
• Revlon
• L'Oreal Paris
• Nails Inc.
• Kiko Milano
• Rimmel
• Maybelline
• Chanel
• Dior
• Tom Ford
• YSL
• Lancôme
• Shiseido
• CND
• Art of Beauty

Definition: The Nail Care Market consists of various products used for maintaining the health and appearance of fingernails and toenails. It includes nail polishes in different colors and finishes, nail strengtheners containing vitamins and minerals, nail polish removers, tools like clippers and files, and creams for cuticle care.

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