Table of Contents
Executive Summary
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- Market overview
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- 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
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- 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
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- 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
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- Nail market sees massive gains in 2020
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- Figure 3: Total US retail sales and fan chart of nail color and care, at current prices, 2015-25
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- 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
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- 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
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- Nail polish continues to dominate, for now
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- Figure 6: Share of nail color and care products, by segment, at current prices, 2018 and 2020
- COVID-19 spurs growth in every segment
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- 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
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- The “nail polish effect” is proven true once again
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- Figure 9: Barriers to at-home nail care, November 2020
- Diversifying population bodes well for the market
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- Figure 10: Repertoire of product usage, by gender and race and Hispanic origin, November 2020
- Technological advancements will impact innovation
Market Opportunities
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- 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
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- KISS Products take the top spot
- Up-and-coming brands cut through the noise via TikTok
Market Share
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- KISS Products take the top spot
- Sales of nail color and care by company
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- Figure 11: Multi-outlet sales of nail color and care products, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Meet the expert
- Consumers turn to social media for inspiration
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- Figure 12: Paintbox inspires followers with Instagram Reels, February 2021
- Up-and-coming brands cut through the noise via TikTok
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- 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
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- Figure 16: Olive & June educates followers on at-home nails via IGTV, January 2021
- Press-on nails offer unique partnership opportunity
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- 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
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- 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
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- 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
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- Figure 21: Nail services – Either way, by age, November 2020
- Hispanic consumers take an experimental approach to nail color and care
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- Figure 22: Select nail services – Either way, by race and Hispanic origin, November 2020
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Product Usage
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- Salon closures drive growth of “professional” products
- Lifestyle trends impact product usage
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- Figure 23: Product usage, November 2019 vs November 2020
- Young adults drive growth of niche product formats
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- Figure 24: Select product usage, by age, November 2020
- Self-expression boosts nail product usage among key groups
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- 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
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- Most adults will stick with at-home care…for now
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- Figure 27: Nail service locations, November 2020
- Improve at-home results with guided advice
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- Figure 28: Reasons for doing nails at home, November 2020
- It’s all about the salon experience
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- 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
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- Boost press-on nail usage with long-lasting results
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- 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
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- Figure 33: Key drivers of attitudes or behaviors toward at-home nail care, November 2020
- Methodology
Behaviors toward Nail Care
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- Nail products provide women with confidence and comfort
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- Figure 34: Behaviors toward nail care, November 2020
- Position customization as the ultimate self-expression
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- Figure 35: Behaviors toward nail care – I do this, by age, November 2020
- Clean claims will resonate with Hispanic consumers
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- 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
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- 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
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- Figure 40: Attitudes and behaviors toward nail care in general – CHAID – Table output, November 2020
- Methodology
Product Claims and Innovations
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- Claims surrounding convenience have broad appeal
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- Figure 41: Product claims, November 2020
- Foster inclusivity and democratize nail care
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- Figure 42: Interest in innovations, November 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- 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
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Appendix – Companies and Brands
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- 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
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- 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
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- Figure 51: Multi-outlet sales of nail polish removers, by leading companies and brands, rolling 52 weeks 2019 and 2020
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Appendix – The Consumer
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- Figure 52: TURF Analysis – Product claims, November 2020
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- Figure 53: Table – TURF Analysis – Product claims, November 2020
- Methodology
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Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 54: Key drivers of attitudes or behaviors toward at-home nail care, November 2020
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