A few years of healthy to very healthy growth of the gels category, driven particularly by the gel-polishes phenomenon, comes at the price of weaker nails. As consumers are becoming more health-conscious, they turn to different solutions while taking a break from gels. This shift creates new opportunities on the market, especially in the treatments area, where we see innovative twists in products formulated with underlying care benefits.
Maintaining or restoring the health of nails is a major factor that marketers are emphasizing. Orly introduces its Breathable Treatment + Color—an all-in-one nail treatment and color lacquer product line that helps repair damaged nails and stimulate nail growth while coloring. OPI launches its Gel Break Nail Treatment System—a three-step system comprising a serum-infused base coat, color, and protecting top coat. Lastly, Essie introduces its Treat Love & Color—a caring manicure system that imparts sheer subtle color while treating damaged nails.
Another trend growing in popularity is dipping powders. Marketers are expanding their nail enhancement product portfolios with dipping powder systems that ensure less product wastage and mess. New entrants into this segment include Artistic Nail Design’s Perfect Dip System, Ez Flow’s Tru Dip, Kiara Sky’s Dip System, Entity’s Dip and Buff Acrylic System, and Cuccio’s Powder Polish Dip. Young Nails’ Slick Pour System is an alternative to dipping powders, which involves a user pouring the powder on their nails to avoid contamination.
The long-wear nail polishes category continues to become fragmented with new entrants joining the scene, such as Peggy Sage and Seche.
Overall, the global professional nail care market continues to grow, but at a rate lower than previous years as mature and highly competitive markets, such as the United States, the United Kingdom, and Germany, reach saturation. Developing regions like Asia-Pacific and Latin America have contradictory stories to tell. Asia-Pacific continues to experience moderate growth in 2016, slightly lower than 2015. In Latin America, poor economic conditions in the major markets of Brazil and Argentina have an adverse impact on regional sales in 2016.
For more trends, insights, and data on the professional nail care market, please refer to our forthcoming Professional Nail Care: Global Market Brief report, a robust analysis of the dynamic market for nail polishes, gels, care products, long-wear nail polishes, and nail enhancements.