The global nail care market continues to demonstrate robust growth, with projections indicating it will reach $11.6 billion by 2027, expanding at a compound annual growth rate (CAGR) of 6.0% from 2020, according to a report by Allied Market Research. This upward trajectory reflects shifting consumer preferences toward self-expression, wellness, and sustainability alongside the rapid adoption of advanced technologies.
In an interview with CosmeticsDesign, Eleonora Mazzilli, Trend Localization & Business Development Director for North America at BEAUTYSTREAMS, describes the nail industry as entering “a dynamic phase of evolution,” fueled by innovations that are transforming the sector’s approach to color, design, and care.
Mazzilli highlighted key trends shaping the market and offered insights into how manufacturers can navigate this rapidly changing landscape. From the integration of artificial intelligence (AI) and augmented reality (AR) in nail services to the rise of DIY beauty solutions and the growing importance of health-conscious and eco-friendly formulations, the nail industry is undergoing a profound transformation.
“Technology and innovation are offering new ways for consumers and nail technicians alike to express their creativity and personalize their experiences,” said Mazzilli. With these advancements paving the way for new product development and salon services, the future of the nail category holds exciting opportunities for brands to cater to an increasingly diverse and discerning audience.
Technological advancements impacting the nail industry
“The nail industry is in a dynamic phase of evolution thanks to technology and innovation, transforming nail color, design, and care,” said Mazzilli. These innovations are creating new opportunities for both consumers and professionals, offering tools to personalize and elevate their creative experiences.
Artificial intelligence (AI), augmented reality (AR), and robotics are leading the charge in revolutionizing product development and salon services. “New online and in-store retail experiences allow for increased discovery, experimentation, and personalization,” Mazzilli noted, highlighting innovations like virtual try-on technologies and AI-powered nail analysis tools.
These advancements enhance the consumer experience by offering tailored solutions and enabling users to visualize designs before application.
Additionally, 3D printing and digital artistry are pushing the boundaries of nail design. “Technologies such as 3D printing and augmented reality are enabling professionals to amplify their artistry and creativity by creating previously unimaginable nail designs,” Mazzilli explained.
DIY culture meets high-tech solutions
The pandemic-era rise in at-home beauty care has evolved into a permanent trend. Mazzilli emphasized the shift: “With the rising consumer interest in DIY nail care and beauty treatments at home, nail brands are aiming to bring the salon home with all-in-one kits that promise professional-level results.”
This trend caters to cost-conscious consumers and feeds into the growing desire for creative self-expression.
The rise of nail art and new color palettes
Social media platforms like Instagram and TikTok have propelled nail art into the mainstream, driving demand for innovative products and techniques. “Its popularity has surged, and it is increasingly becoming mainstream,” said Mazzilli.
As a result, brands are focusing on special-effect finishes and advanced application technologies.
Looking ahead, BEAUTYSTREAMS forecasts nail color trends for 2024-2027 under the theme of Augmented Naturals.
Mazzilli identified key color territories, including:
- Rich Browns: Luxurious, warm tones that blend elegance and versatility.
- Off-Grays: Neutral shades with subtle undertones of pink, green, or blue for a minimalist appeal.
- Fresh Mauves: Petal-inspired hues with multidimensional finishes.
- Saturated Classics: Bold, vibrant shades like Klein blue and hot pink for a confident edge.
- Sleek Pastels: Playful, luminescent tones with synthetic finishes.
“These palettes redefine natural beauty and cater to today’s multifaceted expressions,” she said.
Health and Sustainability at the Forefront
With health and environmental concerns shaping consumer preferences, the nail industry is prioritizing safer formulations and eco-friendly practices. “Brands focus on non-toxic, plant-based, and allergy-free formulas that offer safe alternatives,” Mazzilli noted.
She added that many companies are embracing ingredient transparency and eliminating harmful chemicals, such as formaldehyde and toluene, to align with consumer values.
Sustainability efforts are also gaining momentum. Brands are innovating to reduce their environmental footprint from biodegradable formulas to recyclable packaging. “The latest launches are especially designed to appeal to conscious consumers,” said Mazzilli.
Cultural nuances and inclusivity
As beauty trends become increasingly global, cultural nuances play a vital role in product development. “Recognizing and drawing inspiration from various cultures, subcultures, and traditions is becoming key in the nail category,” Mazzilli observed.
For example, the demand for halal and wudu-friendly nail polish is growing among modern Muslim consumers, highlighting the need for inclusive and culturally sensitive products.
Eleonora Mazzilli
The nail industry stands at the crossroads of creativity, technology, and sustainability. With innovations that empower consumers and professionals, brands are redefining nail care and artistry possibilities.
As Mazzilli aptly summarized, “This is a time of unprecedented opportunity for the nail category to embrace innovation and meet evolving consumer expectations.”
