Eco-friendly, lasting nail colors and nourishing treatments have the potential to bring new customers to the category — particularly those that left due to the chemical-based formulas. According to Linkage Research & Consulting’s data, two-thirds of cosmetics buyers are looking for new products that are more natural. In addition, three-quarters of cosmetics buyers have sought out and bought cosmetics with natural attributes in the past year, and one-third specifically have bought cosmetics that are free from synthetic chemicals like parabens, formaldehyde, and polyethylene.
That’s why Nailtopia emphasizes education about their plant-based philosophy on their website and e-commerce sites such as Ulta.com and Walgreens.com. The Nailtopia website explains front and center on their home page how every nail lacquer is infused with oranges, raspberries, blueberries, and spinach because the fruits and vegetable help to harden, nourish, lengthen, and strengthen nails. It also highlights how the biotechnology used to create their formulation is a greener process that considerably reduces their environmental footprint.
Top of mind for Bilderback and the team is also efficacy. “It’s important to us that we not only provide more natural nail solutions, but also that our products have the efficacy to stand up to those being used in salons,” Bilderback said. Reliable results, such as their 6-day no-chip wear, are important to building trust and loyalty among customers, which is heightened in the beauty sector where the number of competitors can be overwhelming.