The nail polish market is estimated to be valued at USD 18.65 Bn in 2025 and is expected to reach USD 30.56 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 7.3% from 2025 to 2032.
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Factors, such as increasing demand for long-lasting nail products, busy lifestyles, economic empowerment of women, and rise of male customer base, are expected to drive the market growth during the forecast period. Moreover, the growing trend of bright and fantasy nail art, availability of organic, and vegan nail polishes are some key trends in the market. Innovations in terms of gel polishes, nail art brushes, tools, etc. along with celebrity endorsements on social media are further contributing to the market growth.
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AI enables consumers to visualize nail designs before application. Apps like YouCam Nails and Nail Designer AI allow users to upload photos and experiment with various colors and styles, providing a virtual preview of their chosen designs. This technology aids in decision-making and reduces the likelihood of dissatisfaction with purchased products. Moreover, various companies have launched manicure robots.
In February 2025, 10Beauty, a leader in Intelligent Beauty, acquired Clockwork, the developer of the nail painting robot. This strategic move bolsters 10Beauty’s standing in automated beauty services as it gets ready to unveil its full manicure system this summer.
Within the product type segment, nail lacquer is expected to contribute 45.0% of the market share in 2025 due to strong customer loyalty and continuous innovation from brands. Nail lacquer has been a mainstay beauty product for decades, with many women using the same brands they grew up with. Major lacquer producers like OPI, Essie, and China Glaze have cultivated devoted fan bases through memorable shades and reliable formulas. When women want a basic, clear, or light polish, they turn to their trusted lacquer without considering alternative types.
Beyond prestige collections in upscale stores, affordable yet high-quality shades line drugstore aisles nationwide. This widespread availability ensures any woman can express herself with lacquer, regardless of budget or style preferences. With continuous tweaks from scientists and color palettes exciting enthusiasts, nail lacquer satisfies both practicality and self-expression, cementing its status as the nail category leader. For instance, in 2025, OPI launched its OPI’m Dreaming 2025 Spring Collection. It is a whimsical line featuring pastel-themed soft and dreamy shades in Nail Lacquer and GelColor formats. This collection is intended to capture the light spirit of spring. This is further proliferating the nail polish market share.
Based on distribution channels, specialty beauty stores make significant contributions through their curated assortments, and they are expected to account for 35% of the market share in 2025. While mass-market retailers stock top brands, specialty stores build customer bases by sourcing niche independent makers with imaginative concepts. Browse their aisles, and shoppers find obscure Japanese brands, fast-drying vegan varnishes, and textured shimmers suitable for detailed nail art—none seen elsewhere. This focused selection inspires experimentation beyond basic shades.
Staff at specialty outlets also nurture a fun, creative culture around all things nail through tutorials, brand representatives, and meet-ups. Customers regularly attend workshops to learn new techniques from skilled local artists. A comfortable setting allows women to socialize, gain confidence in their abilities, and appreciate new formulation advances side-by-side. Special events promote indie makers deserving of wider recognition, too. As a result, specialty stores play a crucial role in seeding interest in advanced polish types like gels, patrons may later graduate to using them at home or professionally. Knowledgeable salespeople steer willing enthusiasts toward precise brushes, UV lamps, and peel-off formulas for longer designs. Ultimately, specialty retailers drive market expansion by sparking fascination with novel textures, colors, and polished looks beyond the mainstream. Their community environment promotes hobbyists devoted to pushing nail art in new directions. For instance, in April 2025, Essie partnered with the New York Liberty to bring forth a fusion of beauty and sports. Essie became the nail polish sponsor for the 2024 WNBA champion. It featured Essie’s new Flex-E gel formula.
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North America has dominated the nail polish market for several years owing to its large customer base and strong industry presence. This region is expected to hold 36.1% market share in 2025. The region is home to many leading manufacturers and brands such as OPI, Essie, China Glaze, and Sally Hansen that have established immense brand recognition over time. These companies have their regional headquarters and manufacturing facilities across the U.S. and Canada, ensuring easy availability of all types of nail polishes at affordable price points. They also actively run promotional events to promote new collections and seasonal products. The easy access to nail care services and large retail store presence of all major brands has made nail polishes an indispensable part of daily beauty routines for women and young adults in North America. The pricing of nail polishes catering to different budgets has further boosted consumption over the years. Exports within the region and to other territories have also contributed towards its sizable market share. For instance, in March 2025, Pat McGrath Labs launched two nail lacquers, partnering with Candy Crush. The most noteworthy aspect is the shade Elson, which is popularly worn by Taylor Swift pays a homage to McGrath’s iconic lipstick range.
Asia Pacific is also witnessing a significant growth. The growing popularity of nail art styles, coupled with increasing disposable incomes, is driving both the demand and availability of products in the Asia Pacific nail polish market. While domestic brands have a strong presence, international brands are also aggressively expanding their footprint through franchising and partnerships with local salons, retailers, and quick e-commerce websites to tap into this fast-growing consumer base. The prices of nail polishes in the Asia Pacific region are generally lower compared to the developed markets, owing to local production and easy availability of raw materials. This has ensured nail polishes are affordable and accessible for women from wider income segments. Rising exposure to global fashion and beauty trends via social media is also popularizing international brands among the young population. With its huge population and propensity for experimenting with styles, the Asia Pacific region is poised to take over as the worldwide leader in the nail polish market in the coming years. For instance, in April 2025, South African brand Bio Sculpture expanded its eco-conscious systems, Biogel, EVO, and Biolygel, in India in salons like The White Door Spa in Mumbai.
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| Report Coverage | Details | ||
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| Base Year: | 2024 | Market Size in 2025: | USD 18.65 Bn |
| Historical Data for: | 2020 To 2024 | Forecast Period: | 2025 To 2032 |
| Forecast Period 2025 to 2032 CAGR: | 7.3% | 2032 Value Projection: | USD 30.56 Bn |
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| Companies covered: |
Estee Lauder Companies, Inc., Shiseido Co., Ltd., Unilever, Coty, Inc., L'Oreal Groupe, Revlon Consumer Products LLC, SMC Cosmetics UK Ltd, IL Cosmetics, Unigrand group ltd, Pink gellac, Nails By Annabel Ltd, Silverson, Nailchemy Limited, CNC International, Esschem Europe Ltd, Kote Labs, NEONAIL, CHEMENCE, FIABILA, and Kirker Europe Ltd. |
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Social media has deeply infiltrated lives and changed how we connect with each other. Platforms like Instagram, Pinterest, and YouTube give endless inspiration for everything from home design to fashion to beauty. Fingernails happen to be one of the most visible and photo-worthy beauty features flaunted on these visual directories of style. Talented nail artists flock to such channels to share their intricate nail art designs, which amass huge follower counts. Ordinary users, too, love to flaunt unique manicures as part of their curated selfies.
This has introduced mainstream beauty consumers to intricate nail art styles previously limited to high-end salons. Gradient nails, negative space art, and dual-colored nails are now common nail trends tried by amateurs at home due to detailed YouTube tutorials. Brands also leverage these channels to promote new collections using influencers. Social proof in the form of likes, shares, and comments further drives demand for certain on-trend shades or novelty nail sticker designs at any given time. Technology has also enabled advanced polymer science innovations in nail polishes.
The hectic schedules and high stress levels of modern lifestyles have contributed to an increased focus on self-care and activities that help reduce stress and boost confidence. Women, in particular, are devoting more time and resources towards beauty and pampering routines as a way to relax and feel good about themselves. Nail polish has emerged as a key element of these routines due to how simple yet effective it is in transforming one's look.
The nail polish market presents an opportunity in the growing popularity of nail art and self-expression through fashion accessories like nails. Younger consumers, in particular, see nail color and designs as a way to reflect their personalities and moods. Social media has increased the exposure to creative nail trends and techniques, which consumers now try to emulate. Brands that tap into this desire for uniqueness and personal style through their product ranges and marketing are poised for growth. There is potential for brands to partner with influential nail artists on social media and collaborate on limited edition collections. Focusing marketing communications on the emotional and self-expressive benefits of nail products rather than just color and wear properties could help resonate better with trend-conscious consumers. Innovation in product formats like specialty polishes, stencils, gems, and decals allows for ever more intricate nail art possibilities, appealing to creativity-seeking customers.
*Definition: The nail polish market provides a variety of nail enamels and lacquers for coloring, protecting, and enhancing the appearance of fingernails and toenails. Products in this market include base coats to help polish adhere and last longer, color coats in a wide range of trendy shades, glitters and shimmers, top coats to provide a high gloss finish and protect the underlying manicure, and tools like nail art pens and polish removers. The goal of brands in the nail polish market is to help customers express their personal style and preferences through the polish colors they choose.
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