Nail market innovates in new areas

Growth in nails is beginning to slow, but demand for treatments has never been higher

Our hands and feet take a lot of punishment on a daily basis, with our nails being quick to betray signs of wear and tear if not taken care of properly. Correct treatment and/or the application of nail varnish provides instant ‘polish’ and broadcasts that the individual takes pride in his or her appearance. Moreover, coloured nail varnishes provide a comparatively cheap way of staying abreast of fashion and colour trends, and allow the wearer to enjoy a cheeky little hint of self expression.

It is little surprise, then, that the markets for nail colour and nail care have exhibited phenomenal growth in recent years, buoyed in part by cash-savvy consumers looking to pare down their salon expenditure without sacrificing aesthetics.

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