China Glaze aims to be a one-stop-shop for nail enthusiasts
The global nail polish market size has been estimated at 16.23 billion USD in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 6.9% from 2024 to 2030, according to Grand View Research. In their market analysis report, they also cite that one of the primary factors driving market expansion is the growing consumer interest in nail art and care products, especially among millennials.
China Glaze is a nail care company with lacquers, nail art accessories, treatments, and tools and implements. Elena Carri, retail nail care director at the company, says the company aims to be a one-stop shop for nail enthusiasts, catering to all demographics, with lacquers as the primary focus.
China Glaze was established in 1998 by another manufacturer and was acquired in 2005 by American International Industries, the parent company of China Glaze. It was initially conceived as a professional-only brand, but there was such demand for it from the end consumer that the company decided to sell direct. Carri stated, “Customers loved the formula, pigmentation, and performance of the product. The name China Glaze was inspired by the sturdiness and durability of China and porcelain.” The China Glaze website states that their “unique lacquers contain China Clay as a nail hardener, the same material that gives porcelain its shiny finish.”
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When asked about their differentiators, Carri echoed the message on their website by reiterating, “The hardening agent in our nail colors creates a harder feel as the color is applied.” She said their ingredients create a more resilient lacquer.
China Glaze was available in the drug channel first, and now can be found at Ulta Beauty, Rite Aid, CVS, and Sally Beauty.
Carri said they use social media to educate, inspire, and connect. “Feedback and comments from customers are key. Through those conversations, we realized we needed more colors. We’re all ears!”
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Speaking to the inspiration for the twice-yearly new color introductions, Carri mentioned nature, social media and influencers, even driving on the freeway – seeing the colors of cars. “You can find inspiration everywhere. A drink from the coffee shop can be inspiration.”
In addition to the company’s exploration of loyalty and rewards programs for the future, Carri and her team are planning to focus on creating collections during 2025. “There’s a lot in the works and more to come in the future. We’re always looking to expand into more channels.”
Megan Moyer is a 20-year retail industry veteran and HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions. HRG creates retail planograms that incorporate fixture componentry, for China Glaze. HRG reviews new health, beauty, and wellness (HBW) items every month and assesses their potential for longevity in the monthly Products to Watch feature in Drug Store News as well as the annual Future 50 list.
