by The Pre-Pandemic Popularity of Nail Polish
Before the pandemic hit, getting your nails done at a salon was a regular part of self-care routines for many. According to market research firm NDP Group, the nail salon industry saw steady growth throughout the 2010s, reaching over $8 billion in total revenue in the United States by 2019. Professional gel manicures and acrylic nails were all the rage. Women frequenting nail salons every 2-4 weeks to maintain their looks had become the norm.
The Shift to At-Home Nail Polish in 2020
When COVID-19 lockdowns went into effect in March 2020, nail salons were among the personal care businesses forced to close indefinitely. With no end to the shutdowns in sight, many people realized they’d need to start doing their own nails at home if they wanted polished fingers and toes. Nail enamel brands and other nail products saw a surge in demand as DIY nail care rose in popularity out of sheer necessity. Sales of nail enameles, kits, tools and care products skyrocketed. Major retailers like Ulta and Target reported nail sections being cleaned out as individuals stocked up on supplies for at-home manicures and pedicures.
The Boom in DIY Nail Tutorials Online
As the world adjusted to life indoors, many turned to online tutorials for guidance on all things self-care, including nail routines. Popular YouTube and Instagram creators like Nail Career Education saw viewership of their DIY videos multiply. They offered step-by-step guides on everything from basic nail prep and Nail Polish application to more advanced gel manicure and nail art techniques. Brands like OPI and Essie also got in on the action, releasing their own instructional video content. The access to free, expert guidance inspired many newbies to experiment with nail trends they’d previously only seen in salons. Complex nail art styles like rainbow gradients and negative space designs became top Google search topics.
The Rise of Indie Nail Brands
As independent nail technicians found themselves out of work, some became entrepreneurs and started their own boutique nail brands. What began as a side hustle grew into booming direct-to-consumer businesses as people sought out unique polishes, tools and kits. Indie brands like Cuticula and Nailstry gained huge followings on Instagram for their trendy, creative products and custom nail art designs. Customizable subscriptions proved popular as well, offering a rotating selection of polishes along with education. Their inclusive, DIY-focused messaging resonated with clients wanting to expand and refine their at-home skills. Indie brands filled a need in the market by making professional tools and polishes more affordable and accessible for at-home use.
The New Normal of Hybrid Salon/DIY Care
Now in 2022, even as most nail salons have reopened, many clients have come to appreciate splitting their nail routines between salon services and at-home maintenance. Professional manicures are still a regular treat. But filling in growth between and doing basic polish changes, many women have come to prefer doing themselves to save time and money. Hybrid models where salons offer DIY polish bars or virtual classes have also emerged. While the pandemic accelerated the shift to DIY nail care, its permanence suggests it has evolved into a preferred lifestyle for many. With continuous education resources, high-quality indie brands, and hybrid salon models, polished nails appear to be achievable both inside and outside the salon moving forward.
The Lasting Impact on the Industry
The past two years have brought unprecedented change to the nail industry. With the rise of reliable at-home options, consumers have gained more control and customization over their nail care regimens than ever before.
industry leaders will need to adapt if they wish to remain relevant in this new landscape. Smart brands are embracing the future by meeting clients where they are through hybrid retail models, online education and collaborative DIY/pro offerings. Meanwhile, many independent technicians have secured new opportunities outside the traditional salon structure. Overall, the pandemic has accelerated nail care’s evolution towards a style focused equally on professional results and personal empowerment no matter where care occurs. How businesses leverage these ongoing shifts will determine their longevity in the post-pandemic era of polished hands and feet.
*Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
About Author - Ravina Pandya
Ravina Pandya,a content writer, has a strong foothold in the market research industry. She specializes in writing well-researched articles from different industries, including food and beverages, information and technology, healthcare, chemicals and materials, etc. With an MBA in E-commerce, she has expertise in SEO-optimized content that resonates with industry professionals. LinkedIn Profile
