2021
9
US Nail Colour and Care Market Report 2021
2021-03-06T03:03:44+00:00
OX1040877
3695
135327
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Report
en_GB
“The nail color and care market is ripe for innovation. While the pandemic has lifted sales, category frustrations and shifting product usage preferences among younger adults challenge continued strong growth.

US Nail Colour and Care Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the U.S Nail Color and Care market including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has lifted the once sluggish nail color and care market. In the absence of salons during lockdowns, even consumers who typically rely on professional salon services took a DIY approach to their routines, growing sales across segments. However, category frustrations still exist and challenge sustained market growth post-pandemic. Brands have the opportunity to use the current momentum to make headway on category hurdles, especially when it comes to product application methods and athome results.

Read on to discover more details or take a look at all of our U.S Beauty market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the nail color and care market.
  • How the market will fare in a post-COVID-19 down economy.
  • Motivations and barriers toward at-home care post-pandemic.
  • Attitudes toward press-on nails and at-home care.
  • Product claims and interest in nail color and care innovations.

Covered in this report

Products featured: Nail polish, nail accessories and implements (ie nail files, clippers, trimmers), nail treatments (ie nail strengtheners, ridge fillers, top coats, base coats), artificial nails and accessories (ie press-on nails, nail tips), nail polish removers (includes both acetone and nonacetone polish removers).

Brands included: KISS Products Inc, JAB Holding Company, L’Oréal USA, Revlon Inc, Paintbox, Olive & June, Chillhouse, TikTok and more. 

Expert analysis from a specialist in the field

Written by Clare Hennegan, a leading analyst in Beauty & Personal Care, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The nail color and care market is ripe for innovation. While the pandemic has lifted sales, category frustrations and shifting product usage preferences among younger adults challenge continued strong growth. To sustain market momentum, brands must develop products that meet the next generation’s needs and expectations. Easy to use formats, long-lasting results and a greater focus on nail health and convenience will propel the category moving forward.

Clare Hennegan

Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • Figure 1: Total US retail sales and fan chart of nail color and care, at current prices, 2015-25
              • Impact of COVID-19 on nail color and care
                • Figure 2: Short-, medium- and long-term impact of COVID-19 on nail color and care, February 2021
              • Opportunities and challenges
                • A greater focus on wellbeing fuels demand for treatments and clean formulas
                  • Engage consumer desire for fun
                    • Bring inclusivity into the nail color and care market
                      • Position customization as the ultimate self-expression
                        • Prove value with products that mimic salon services
                        • The Market – Key Takeaways

                          • Nail market sees massive gains in 2020
                            • Nail polish continues to dominate, for now
                              • The “nail polish effect” is proven true once again
                                • Bring inclusivity into the nail color and care market
                                • Market Size and Forecast

                                  • Nail market sees massive gains in 2020
                                    • Figure 3: Total US retail sales and fan chart of nail color and care, at current prices, 2015-25
                                    • Figure 4: Total US retail sales and forecast of nail color and care products, at current prices, 2015-25
                                  • Impact of COVID-19 on nail color and care
                                    • Figure 5: Short-, medium- and long-term impact of COVID-19 on nail color and care, February 2021
                                  • Lockdown
                                    • Reemergence
                                      • Recovery
                                        • Learnings from the last recession
                                        • Segment Performance

                                          • Nail polish continues to dominate, for now
                                            • Figure 6: Share of nail color and care products, by segment, at current prices, 2018 and 2020
                                          • COVID-19 spurs growth in every segment
                                            • Figure 7: Essie and Nail-Aid, nail treatments, 2021
                                            • Figure 8: Total US retail sales of nail color and care products, by segment, at current prices, 2018 and 2020
                                        • Market Factors

                                          • The “nail polish effect” is proven true once again
                                            • Figure 9: Barriers to at-home nail care, November 2020
                                          • Diversifying population bodes well for the market
                                            • Figure 10: Repertoire of product usage, by gender and race and Hispanic origin, November 2020
                                          • Technological advancements will impact innovation
                                          • Market Opportunities

                                            • Bring inclusivity into the nail color and care market
                                              • Understand the divergence of nail trends
                                                • Focus on nail health and wellness
                                                  • Consumers are craving fun
                                                  • Companies and Brands – Key Takeaways

                                                    • KISS Products take the top spot
                                                      • Up-and-coming brands cut through the noise via TikTok
                                                      • Market Share

                                                        • KISS Products take the top spot
                                                          • Sales of nail color and care by company
                                                            • Figure 11: Multi-outlet sales of nail color and care products, by leading companies, rolling 52 weeks 2019 and 2020
                                                        • Competitive Strategies

                                                          • Meet the expert
                                                            • Consumers turn to social media for inspiration
                                                              • Figure 12: Paintbox inspires followers with Instagram Reels, February 2021
                                                            • Up-and-coming brands cut through the noise via TikTok
                                                              • Figure 13: Nail care posts on Instagram and TikTok, Oct 2020-Jan 2021
                                                              • Figure 14: Nail care engagements on Instagram and TikTok, Oct 2020-Jan 2021
                                                              • Figure 15: Influencer Charli D’Amelio touts Orosa Beauty collaboration on TikTok, August 2020
                                                            • Cautious consumers turn to at-home nail care brands, seek guidance
                                                              • Figure 16: Olive & June educates followers on at-home nails via IGTV, January 2021
                                                            • Press-on nails offer unique partnership opportunity
                                                              • Figure 17: Chillhouse launches press-on nails, July 2020
                                                              • Figure 18: ManiMe earns extended reach through nail artist @mpnails, April 2020
                                                          • The Consumer – Key Takeaways

                                                            • Close the at-home quality gap with easy-to-use innovations
                                                              • Salon closures drive growth of “professional” products
                                                                • Improve results at home with guided advice
                                                                  • Boost press-on nail usage with long-lasting results
                                                                    • Position customization as the ultimate self-expression
                                                                      • Foster inclusivity and democratize nail care
                                                                      • Nail Services

                                                                            • Figure 19: Olive & June – Poppy
                                                                            • Figure 20: Nail services, at home vs salon, November 2020
                                                                          • Adults aged 35-54 are a prime target for brands
                                                                              • Figure 21: Nail services – Either way, by age, November 2020
                                                                            • Hispanic consumers take an experimental approach to nail color and care
                                                                              • Figure 22: Select nail services – Either way, by race and Hispanic origin, November 2020
                                                                          • Product Usage

                                                                            • Salon closures drive growth of “professional” products
                                                                              • Lifestyle trends impact product usage
                                                                                • Figure 23: Product usage, November 2019 vs November 2020
                                                                              • Young adults drive growth of niche product formats
                                                                                • Figure 24: Select product usage, by age, November 2020
                                                                              • Self-expression boosts nail product usage among key groups
                                                                                  • Figure 25: Instagram post – Pear Nova, #BRWNGRLMGC
                                                                                  • Figure 26: Select product usage, by race and Hispanic origin, November 2020
                                                                              • Motivations and Barriers toward At-Home Nail Care

                                                                                • Most adults will stick with at-home care…for now
                                                                                  • Figure 27: Nail service locations, November 2020
                                                                                • Improve at-home results with guided advice
                                                                                  • Figure 28: Reasons for doing nails at home, November 2020
                                                                                • It’s all about the salon experience
                                                                                  • Figure 29: Instagram post – Keys Soulcare
                                                                                  • Figure 30: Barriers to at-home nail care, November 2020
                                                                              • Attitudes toward Press-on Nails and At-Home Nail Care

                                                                                • Boost press-on nail usage with long-lasting results
                                                                                    • Figure 31: Multi-outlet sales of nail polish, Dashing Diva, rolling 52 weeks 2019 and 2020
                                                                                    • Figure 32: Attitudes toward press-on nails and at-home nail care, November 2020
                                                                                  • Embrace the fun side of nails with playful self-expression
                                                                                    • Figure 33: Key drivers of attitudes or behaviors toward at-home nail care, November 2020
                                                                                  • Methodology
                                                                                  • Behaviors toward Nail Care

                                                                                    • Nail products provide women with confidence and comfort
                                                                                      • Figure 34: Behaviors toward nail care, November 2020
                                                                                    • Position customization as the ultimate self-expression
                                                                                      • Figure 35: Behaviors toward nail care – I do this, by age, November 2020
                                                                                    • Clean claims will resonate with Hispanic consumers
                                                                                      • Figure 36: Multi-outlet sales of nail polish, select brands and companies, rolling 52 weeks 2019 and 2020
                                                                                      • Figure 37: Select behaviors toward nail care – I do this, by race and Hispanic origin, November 2020
                                                                                    • Encourage parents to trade up
                                                                                      • Figure 38: Multi-outlet sales of nail polish and artificial nails and accessories, select brands and companies, rolling 52 weeks 2019 and 2020
                                                                                      • Figure 39: Behaviors toward nail care – CHAID – Tree output, November 2020
                                                                                      • Figure 40: Attitudes and behaviors toward nail care in general – CHAID – Table output, November 2020
                                                                                    • Methodology
                                                                                    • Product Claims and Innovations

                                                                                      • Claims surrounding convenience have broad appeal
                                                                                        • Figure 41: Product claims, November 2020
                                                                                      • Foster inclusivity and democratize nail care
                                                                                        • Figure 42: Interest in innovations, November 2020
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Forecast
                                                                                            • Consumer survey data
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                  • Appendix – The Market

                                                                                                      • Figure 43: Total US retail sales and forecast of nail color and care, at inflation-adjusted prices, 2015-25
                                                                                                      • Figure 44: Total US retail sales and forecast of nail color and care products, by segment, at current prices, 2015-20
                                                                                                      • Figure 45: Total US retail sales of nail color and care products, by segment, at current prices, 2018 and 2020
                                                                                                      • Figure 46: Total US retail sales of nail color and care products, by channel, at current prices, 2018 and 2020
                                                                                                  • Appendix – Companies and Brands

                                                                                                      • Figure 47: Multi-outlet sales of nail polish and accessories, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                      • Figure 48: Multi-outlet sales of nail accessories/implements, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                      • Figure 49: Multi-outlet sales of nail treatments, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                      • Figure 50: Multi-outlet sales of artificial nails and accessories, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                      • Figure 51: Multi-outlet sales of nail polish removers, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                  • Appendix – The Consumer

                                                                                                      • Figure 52: TURF Analysis – Product claims, November 2020
                                                                                                      • Figure 53: Table – TURF Analysis – Product claims, November 2020
                                                                                                    • Methodology
                                                                                                    • Appendix – Key Driver Analysis

                                                                                                        • Interpretation of results
                                                                                                          • Figure 54: Key drivers of attitudes or behaviors toward at-home nail care, November 2020

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