Since 2020, there has been a sharp hike in the growing interest consumers have shown in nail polish in recent years. Trend spotters have highlighted the fact that during the pandemic, women sought ways of caring for their nails at home. This new habit has led brands to make their portfolios increasingly sophisticated, including options for creating artistic manicures in the home.
In turn, this has driven nail polish manufacturers to diversify their offer in terms of color, as well as improve their formulas to create products that guarantee professional results at home. What’s more, organic and vegan nail polishes have been developed in order to satisfy the demands of those consumers wishing to acquire natural cosmetics. Did you know that Àuria Perfumes is also a contract manufacturer of nail polishes? It is an extremely dynamic product category that contributes to the generation of traffic at the point of sale.
Nail polishes to drive your product portfolio
Nail polish is now considered an essential accessory for outfits, chosen to match the color scheme or in accordance with the time of year, or even special occasions such as Valentine’s Day, Halloween or Christmas. Nail art has done away with convention thanks to a surprising capacity for creativity that is winning over growing numbers of consumers.
Moreover, the fact that nail polish is an affordable item has made it a highly dynamic seller, generating traffic to stores and contributing to cross-selling, which in turn boosts distributors’ revenue.
A report published by consultancy firm Spate shows US market data, where French manicure searches stand at more than 870 million each month. The study revealed that consumers are interested in French manicures of varying lengths and using different types of products: acrylic, dip powder, and gel. Color and gloss searches related to French manicures indicate that Americans seek to add a pop of color to traditional manicures by changing the white nail tips for pastel, silver, or chrome tones.
Types of nail polishes
There is currently a wide range of nail polishes that create different results, in accordance with the consumers’ wishes.
These are the traditional types of nail polish that are removed with acetone between 5 and 7 days after their application. Today, they come in a very wide range of colors and finishes.
Acrylic manicures: gel or dip powder.
Both gel and dip powder manicures use acrylic products, but the way they are applied to the nail differs. Whilst gel polishes are cured using ultraviolet light, dip powder manicures use a type of resin that acts like a seal in order to create a perfect color finish.
Consumers’ interest in natural cosmetics has driven manufacturers to develop natural and organic formulas that do not require chemical or synthetic products.
Vegan manicures refer to products that do not contain ingredients of animal origin.
5 trends in nail polishes
1.- American Manicure
As consultancy firm Spate states in its report on trends in the USA, American consumers have revamped the French manicure, a classic that never goes out of fashion, adapting it to the latest fashion trends, replacing the white tone on the tip with a more natural, beige alternative. We’ve seen it on the hands of Jennifer Lopez, the work of manicurist Tom Bachik.
2.- Euphoria manicures
Movies and TV series have always set trends, and this is also true of manicures. The release of the second season of the highly acclaimed series Euphoria created a new trend in nail art featuring the silhouette of an hourglass in nude and black tones. In order to create designs like this, the series hired Natalie Minerva, a professional manicurist. However, there is no need to head to your beauty salon to make an impression with this manicure, as proved by the series’ legions of fans, who have copied the design and posted it on their Instagram accounts.
3.- Diamond Nails
Ultra-sophisticated manicures with elaborate details in imitation diamonds and precious stones are now a regular sight at special events. We’ve seen them on the red carpet and on stage: the trend for manicures with diamonds and precious stones (Diamond nails) started early in the year thanks to the looks worn by Cassie, one of the characters in Euphoria. Nude is the top tone in polishes, creating a canvas on which to decorate the nails, in a trend where the sky’s the limit when it comes to creativity.
4.- Glazed Nails
True to its name, “glazed nails” refers to a gloss effect that reminds us of the glaze topping on a donut. This is one of the year’s hottest trends in nail polishes – and it looks set to continue in 2023.
Glazed donut nails are inspired by the rejuvenating “healthy glow” trend in makeup. However, although it began with glazed-effect manicures in natural nude and beige tones, the trend has evolved towards other more avant-garde styles that feature this pearly gloss look in bolder colors, and even metal effects with a pop of chrome.
5.- Pop manicures
There’s no such thing as rules when it comes to nail art among younger consumers, eager to explore the most playful side to manicures. Colorful designs featuring naïf and pop-art styles, or even references to the world of comics (comic nails), with 3D effects, all decorate the hands of the Z generation.
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