According to a Mintel report, the US nail market is seeing a change in nail trends due to Gen Z’s interest in minimal nails with 74% of them wanting natural nails as compared to 2023. They are also shifting to more natural nail aesthetics, which has made the brands change their outlook. The new changes in product development and innovation focus more on sustainability, transparency, and non-toxic formulations.
According to Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, there has been a major shift towards minimalism and ‘quiet luxury’ at ramp walks, in beauty products packaging and brand positioning. The same trend is creeping into the nail industry with bare manicures and neutral colours becoming popular. Another change seen in this space is the awareness about ingredients with 75% of Gen Z knowing about ingredients in both nails and service products. Thus, brands are rehashing products and using safer, plant-based, and natural substitutes.
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Sustainability is gaining traction in every field and the same is the case in nail care brands. 71% of Gen Z feel that biodegradable nail care products are more popular than a year ago. Thus, brands are coming up with cruelty-free and vegan formulations along with eco-friendly packaging.
Kitzmiller added that with all these changes in the nail space, professional nail care brands and service providers now have more opportunities to differentiate themselves. The best way to attract Gen Z is to have a good balance of innovation with premium quality, efficacy and at premium prices. Speaking about the future, he said that brands should be proactive in meeting consumer demand, especially regarding sustainability and transparency without affecting the price and quality.
