Nail-care renaissance

What makes press-on nails an option in an ever-evolving category? The simplicity of quickly changing a look in a matter of minutes without waiting for the polish to dry.

“You can remove imPRESS Press-on Pedicure by simply peeling the nail off from the side! You can also use polish remover and oil and they will peel off,” said Gerstein.

Though it’s not all about bright and bold colors, nail care is having a significant renaissance, with brands such as Dermelect opting to take a skincare-level approach to the category.

The nail care industry is growing rapidly, and it’s estimated to reach $23.1 billion by the end of 2031, said the Transparency Market Research. The study also notes that pedicures and manicures are being increasingly adopted by the populace across the globe as they cause minimum damage to nail beds.

[Read more: Sally Hansen enters press-on nail category]

Companies in the nail care market are also increasing their research and development in order to provide next-gen products that can moisturize, strengthen and make nails smooth, the study notes. The surge in nail care awareness among the global population is boosting the growth of the market “The ‘skinification’ of nail care is the hot topic,” said Amos Lavian, founder of Dermelect. “Consumers are better informed, are proactive about ingredients, and want transparency from the beauty brands they purchase from. The focus on clean nail care solutions with efficacious ingredients continue to trend high as the move away from potentially ‘dirty’ nail care that tout’s formaldehyde, toluene, camphor.”

Dermelect touts its nail products as being centered around formulation, ingredient technology and unique delivery systems that address such issues as ridges on the nails in the same way as one would target fine lines and wrinkles on the face or forehead, the brand said. That approach could look a million different ways to users: It could mean opting for a nail and cuticle treatment
or giving nails a break from polish or extensions. “Just like our skin, our nails lose their natural moisture when utilizing gels, dips or acrylics,” said Lavian. “Many of the problems people see in their nails—breaking, peeling, flaking, splitting—are often symptoms of dehydration. First and foremost, it is crucial to maintain a moisture balance in the nail when trying to strengthen nails, especially post gels and acrylics. The first step of recovery is therefore utilizing a super hydrating nail cream or oil to replenish dehydrated nails.”

The nail care category is one that will continue to evolve as the needs of consumers. While staying on trend seems to be a concern for major brands, many are also pushing toward ensuring nails get the same amount of care and attention as the skin.