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.
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.
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.
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.
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:
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.
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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