Gain fresh consumer-led insights into the US nail care market. What drives consumers to purchase nail care products? What innovations are driving change in the industry? Answer these questions and more with this comprehensive market report.
Topics Analyzed in this Report:
- Market context, drivers, size, forecast, segmentation and brand share breakdown of the nail color and care market in the US
- Innovation and marketing trends seen within the category including reusables, nail art, premiumization and cuticle care
- Professional nail service engagement and reasons for using salon services over DIY
- At-home nail “services” usage and reasons for DIY over salon services
- Nail care consumer behaviors and routines compared to a year ago
- Nail color purchase locations
- Consumer attitudes and behaviors toward nail routines including nail health, supplement use and obstacles to use
US Nail Care Products Market Landscape
The US nail color and care market is projected to remain steady in 2024, with growth in nail treatments and artificial nails bolstering the category. There’s a strong emphasis on nail/cuticle health, along with innovations in press-ons that offer easy application, nail art features, and affordability attracting DIY users.
Nail Care Market Trends
Focus on DIY nail care
DIY enthusiasts appreciate the cost savings, the joy of self-nail care, and the need for quick solutions, leading them to skip salon visits. However, at-home brands should also cater to the half of adults who engage with salon services; salon clients often visit nail spas for relaxation, application assistance, and to avoid nail damage. Marketing strategies need to provide clear step-by-step instructions to encourage at-home usage and emphasize relaxing self-care themes through at-home product messaging.
Younger consumers more open to use modern innovations
While products like colored nail polish, top coats, and base coats remain popular, younger generations are gravitating towards gel polish, artificial nails, and nail art. Brands should draw inspiration from related sectors like skincare and bodycare to drive sustained growth, including ingredients and claims established in the macro BPC category. Brands must ensure a seamless nail care routine from start to finish, whether this includes a professional nail service or not, much like that of a skincare ritual to encourage at-home use.
More About the US Nail Color and Care Report
This report covers the US market for nail color and care products and includes products specifically intended for use on the nails, not the hands or other parts of the body. Mintel defines the nail color and care market as follows:
- 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
Salon nail services are excluded from the Market Size and Forecast, Segment Performance and brand sections of this report but are covered in the consumer data. If you like more information on US nail salons market, take a look at Mintel’s US Professional Services Market Report.
Meet The Expert
This report is written by Mintel’s Senior Beauty & Personal Care Analyst, Carson Kitzmiller. Carson joined Mintel in 2022 and currently focuses on beauty and personal care reports. Prior to Mintel, she worked in various product development and consumer insights roles focused on CPG and personal care within specialty retail, DTC, and contract manufacturing.
With steep competition from the prof. nail service market, at-home brands must influence usage through nail health, convenience and cost-savings messaging.
Carson Kitzmiller
Senior Analyst, Beauty & Personal Care
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market size & forecast*
- Market predictions
- Opportunities: nail health, maintenance, and joy
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Market Dynamics
- Market context
- Market drivers
- The US expanded by 1.3% in Q1 2024
- Graph 1: quarterly real GDP growth, 2020-24
- Consumer prices rose by 3.3% in May, down for the second consecutive month
- Graph 2: headline CPI and shelter CPI, 2021-24
- Consumer sentiment remains down, but is expected to rebound soon
- Graph 3: consumer sentiment index, 2021-24
- The unemployment rate slightly edged up, but still remains near historic lows
- Graph 4: unemployment rate, 2019-24
- Market size and forecast
- Sluggish growth expected to continue through 2029
- Retail sales and forecast of nail color and care products, at current prices
- Retail sales and forecast of nail color and care products, at inflation
- Market segmentation
- Artificial nails expected to surpass nail polish
- Graph 5: total retail sales and forecast of nail color and care products, by segment, at current prices, 2019-29
- Nail treatments expected to gain steam in 2024
- US: total market share of nail color and care products, by segment, at current prices, 2022 and 2024
- Graph 6: total market share of nail color and care products, by segment, at current prices, 2022 and 2024
- Non-traditional retailers remain the top channel for nail purchases
- Graph 7: total retail sales of nail color and care products, by channel, at current prices, 2019-24
- US: total retail sales of nail color and care products, by channel, at current prices, 2019-24
- Market share/brand share
- KISS remains top player with over a quarter of the market
- OPI gains market share in the nail polish sector
- Tweezerman wins with extensive nail care tool offerings
- Essie makes headway in the nail treatment subcategory
- Olive & June nearly doubles with fresh press-on options
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Innovation and Marketing Trends
- Make nails worth it: reusables
- Keep removal techniques easy to entice further product usage
- Low-risk finishes and formats for experimental users
- Premiumization through simplicity and nail health
- Time and cost-savings at the forefront of messaging
- Hand & cuticle care: a natural extension for nail brands
- AI makes headway in nail care: Nimble Beauty
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Consumer Insights
- Consumer fast facts
- Professional nail services
- Just as many adults get routine nail services as occasional users
- Graph 8: frequency of nail services in a salon (NET), by select demographics, 2024
- Graph 9: frequency of nail services in a salon, 2024
- Provide at-home longevity products to support once-a-month professional routines
- Graph 10: frequency of nail services in a salon, by generation, 2024
- Young women opting for specialized nail services, older women go traditional
- Graph 11: nail services in a salon in the past 12 months, by gender and age, 2024
- Household income likely doesn’t impacting service mix
- Graph 12: nail services in a salon in the last 12 months, by household income, 2024
- Professional routines vastly individualized
- Graph 13: number of nail services in a salon (Repertoire), by gender and age, 2024
- 4+ types of service-goers experimenting across all options
- Graph 14: nail services in a salon in the past 12 months, by number of services received in the last 12 months, 2024
- Reasons for salon services over DIY
- Go beyond functional application with mental relaxation and self-care themes
- Graph 15: select reasons for nail services at a salon opposed to DIY, by household income, 2024
- Support steady hands across all ages and abilities
- Graph 16: Select reasons for doing some nail services in a salon opposed to DIY, by age, 2024
- Guide application through step-by-step support
- DIY “services” at home
- Focus on the at-home pedicure space
- Graph 17: nail “services” completed by self at home, by age, 2024
- Support Asian Americans with at-home routines
- Graph 18: select nail services done on self at home in the last 12 months, by select race, 2024
- Aesthetic-forward innovation primed for Gen Z women
- Reasons for DIY over salon services
- Bring joy to at-home routines
- Graph 19: reasons for DIY opposed to professional service, by nail salon goers, 2024
- Quick-fix kits with digital tips can engage Gen Zs and Millennials
- Graph 20: select reasons for DIY opposed to professional service, by generation, 2024
- Quickies keeps it simple for on-the-go use
- At-home nail polish/artificial nail product usage
- Older adults drive traditional colored polish
- Graph 21: nail color/artificial product usage at-home, by age, 2024
- 18-44s more apt to use modern innovations
- Graph 22: nail color and artificial nail product usage, by age, 2024
- Build value savings in press-on toenails
- Graph 23: select colored polish/artificial nail product usage, by household income, 2024
- At-home nail care/maintenance product usage
- Take a skin/nail health approach to tools and treatments
- Graph 24: nail care and maintenance product usage at home (NET), by gender, 2024
- Couple maintenance and aesthetic properties to push use
- Graph 25: US nail care and maintenance product usage, by gender and age, 2024
- Olive & June elevates routines with premium steps
- Skincare-inspired ingredient messaging in cuticle support can entice Black users
- Graph 26: cuticle treatment product usage at home, by race or ethnicity, 2024
- Nail behaviors and routine changes compared to a year ago
- Low-risk/cost products see most increased usage
- Graph 27: nail routine behaviors compared to a year ago, 2024
- Most maintain spend levels, but 18-34s investing more
- Graph 28: spending money on nails (eg products, services) compared to a year ago, by age, 2024
- Press-ons and nail art can appeal to all
- Graph 29: select routine behaviors doing MORE compared to a year ago (Selected more), by generation, 2024
- Bring premium attributes to at-home routines
- Graph 30: select routine behaviors compared to a year ago (Selected MORE), by age, 2024
- Keep Black nail consumers engaged with natural attributes
- Graph 31: select routine behaviors compared to a year ago (Selected MORE), by Race or ethnicity, 2024
- Nail color trade-up motivators
- Trade-up motivators not impacted by HHI
- Graph 32: nail color trade-up motivators, by HHI, 2024
- Trendy claims may appeal, but don’t forget foundational claims driving the category
- Graph 33: nail color trade-up motivators, by generation, 2024
- Entice Black users to switch products through easy removal and appealing packaging
- Graph 34: nail color trade-up motivators, by race or ethnicity, 2024
- At-home nail polish/artificial nail product purchase location
- Gain maximum awareness through multiple retail channels
- Graph 35: most recent nail polish/artificial nail product purchase, 2024
- Make it easy from nail inspo to purchase
- Graph 36: most recent nail polish/artificial nail product purchase, by generation, 2024
- Attitudes and behavior towards nails
- Support adults on their quest to natural, healthy nails
- ‘Skinify’ the nail segment
- Support men through supplements
- Graph 37: taking a consumable/supplement (eg vitamin) to support nail health and growth (Agree), by gender and age, 2024
- There’s a market for special occasion-based use
- Color application obstacles may push consumers towards press-ons
- Graph 38: hard to self-apply nail color (Selected AGREE), by age, 2024
- Graph 39: hard to self apply nail color, by select at-home product usage (Selected AGREE), 2024
- Ensure a seamless nail care routine from start to finish
- Graph 40: select attitudes and behaviors toward nail care, by age, 2024
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations
- Forecast methodology
- Forecast fan chart methodology
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