Nail Polish Market

Market Overview

The global nail polish market size was valued at USD 5.5 billion in 2023 and is projected to reach USD 9.7 billion by 2032, registering a CAGR of 6.5% during the forecast period (2024-2032). An essential catalyst for market growth is the increasing consumer demand for nail art and care products, particularly among millennials.

Nail paint is a popular cosmetic product that enhances the visual attractiveness of fingernails and toenails. Applying to the nails, nail decoration is a vibrant and adaptable way to improve their appearance, giving them a polished and refined look. Nail polish is available in various colors, textures, and types to meet consumers' preferences. It enables individuals to showcase their unique style and stay aligned with current fashion trends. In addition to its ornamental purpose, nail polish frequently contains components specifically formulated to fortify nails and prolong their durability.

Nail painting and extensions have become an essential aspect of personal grooming for the millennial generation. Consequently, the product is anticipated to experience an increase in demand during the projected timeframe. Moreover, the future demand for nail polish is expected to increase due to the advent of nail polish containing non-toxic natural chemicals and reduced chemical content.

Key Highlights

• Regular nail polish generates the highest revenue share based on product type.
• Glossy accounts for the largest market share by finish.
• Specialty beauty stores account for the largest market share by distribution channel.

Market Dynamics

Global Nail Polish Market Drivers

Rising Cross-Industry Collaborations

Collaborating with renowned fashion designers, celebrities, or influencers enhances the exposure of nail polish brands. These partnerships improve the credibility and appeal of nail polish products by leveraging the collaborators' established reputation and loyal customer base. Collaborations often result in the creation of limited-edition or exclusive nail polish collections. Customers are enthused by these exclusive things, shaped by the partner's aesthetic or style, boosting demand for these limited-edition releases. In 2024, McDonald's recently announced its first relationship in the beauty industry. The collaboration involves a nail art collection with Nails.INC. License. 

Additionally, the abilities of both businesses are blended into collaborative marketing activities to develop innovative campaigns that attract clients. Events, social media campaigns, and co-branded promotions generate enthusiasm and attract a broader audience. Partnerships between nail polish brands and fashion, entertainment, or beauty sectors unite diverse consumer bases. This crossover expands the market penetration by presenting nail polish products to audiences who may not have previously considered them. Collaborations give organizations a competitive advantage in a crowded market by creating unique and desirable products. This differentiation attracts clients seeking a unique alternative to nail polish choices.

Increasing Focus on Personal Grooming

Grooming is often used to describe activities that care for one's appearance and well-being. Dermatological maintenance refers to preserving specific biological elements, such as the skin, hair, nails, and face. Personal grooming has transformed into a means of self-expression through nail polish and proper nail maintenance. Customers foster a culture of individuality and ingenuity by utilizing various nail polish hues, textures, and patterns to articulate their unique personalities, fashion preferences, and emotional states. The rise of male grooming practices, such as nail care, can be attributed to evolving ideals of attractiveness and personal grooming. The expanding male grooming sector is driving a growth in the demand for nail polish products.

Global Nail Polish Market Restraint

Consumer Health Concerns and Safety

The nail polish industry faces a significant challenge from consumer health concerns, as increasing numbers of customers prioritize cosmetic goods' safety and health advantages. Traditional nail polish formulas often include formaldehyde, toluene, and dibutyl phthalate, which have raised concerns about their possible impact on health. Customers are scrutinizing product labels and seeking safer alternatives due to their heightened understanding of potential health risks associated with specific substances. 

Currently, nail polish businesses have the task of tackling these concerns by either developing alternative formulations that are presumed to be more beneficial for health or modifying their products to eliminate possibly hazardous components. Nail polish makers must comply with stringent regulatory standards, maintain transparent communication regarding the safety of their ingredients, and allocate resources to study and develop safer formulations. These measures are necessary to adapt to the evolving consumer awareness of health concerns and uphold brand credibility. Brands tackling these concerns can potentially acquire a competitive advantage in an increasingly health-conscious market.

Global Nail Polish Market Opportunity

Launch of New Products

The global nail polish market exhibits significant growth prospects due to continuous product line innovation, enabling enterprises to respond effectively to evolving and dynamic consumer tastes. The debut sparked intrigue in beauty and cosmetics while catering to clients' changing demands. Introducing a new product line expands the market's range of choices in colors, finishes, and styles, providing clients with increased opportunities to show their individuality. This particular product type can cultivate customer allegiance by attracting new customers and re-engaging previous ones. Introducing a new nail polish line can also initiate trends, influence the beauty and fashion sectors, and drive growth. 

In addition, the nail polish market can capitalize on this opportunity to strengthen its position and thrive in a dynamic and competitive business by adjusting to evolving consumer tastes and introducing cutting-edge designs. The Nail paint utilized in Nimble Beauty's Nimble Device was observed at Pepcom's Digital Experience, held at The Mirage resort, during the Consumer Electronics Show (CES) in Las Vegas, Nevada, on January 8, 2024. Essie's 2024 launch showcased vibrant, popular, and distinctive nail polish colors. The new shades, including multi-faceted statement pieces, pinky rings, and bling, are gel-like manicures durable for up to 14 days. Each shade is priced at USD13. 

Regional Analysis

The global nail polish market analysis is conducted across North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

Asia Pacific Dominates the Global Market

Asia Pacific is the most significant global nail polish market shareholder and is estimated to grow at a CAGR of 6.2% over the forecast period. Nail polish sales in Asia are expected to increase substantially throughout the forecast period. China, India, and Japan significantly contribute to the region's revenue. In 2023, China exported other articles of cutlery, specifically manicure or pedicure implements, to Lesotho with a value of USD 584, as reported by the United Nations COMTRADE database on international commerce. Chinese consumers, particularly those residing in fast-paced first-tier cities, are progressively choosing on-demand home services to fulfill various needs, such as manicures, massages, and personal training. The increasing desire for at-home manicure services among the younger generations of Gen Z and millennials in China is expected to fuel the need for nail paints.

The Middle East and Africa is anticipated to exhibit a CAGR of 6.9% over the forecast period. Nail polish is becoming a prominent market in the Middle East, Saudi Arabia, and the UAE. The popularity of halal nail paints is rising in the UAE, where cultural and religious factors play a significant role in lifestyle decisions. Consumers in the region desire beauty items that uphold their religious views and rituals. ORLY, a brand headquartered in Los Angeles, United States, is a prominent provider of halal nail polishes in the United Arab Emirates, Saudi Arabia, and other countries in the Middle East. The increasing demand for halal nail polishes is expected to motivate numerous regional and worldwide companies to acquire certification to comply with the necessary regulations.

North America is a prominent region. The increasing inclination towards products made using natural manufacturing processes, especially in nations such as the UK and Germany, is anticipated to stimulate the market for these goods. Moreover, the increasing inclination towards vegan products among consumers in Europe, namely in countries such as the UK and Germany, is anticipated to provide profitable prospects for expansion in this industry throughout the projected timeframe. The market in nations like the US and Canada is experiencing expansion due to consumers' willingness to pay a premium for products with an appealing appearance.

Segmental Analysis

The global nail polish market is segmented based on product type, finish, and distribution channel. 

Based on the product, the global nail polish market is categorized into Regular, UV Gel, Dip Powder, Acrylic, Polygel, and Others.

The regular nail polish segment dominated in 2023. The advantages of using regular nail paint include its simple application process, affordable price, and the large variety of colors available. These factors are expected to drive the demand for regular nail polish in the foreseeable future. Companies like Coty Inc., Sally Hansen, and Essie Cosmetics, Ltd. provide regular nail paint with bio components to cater to the needs of environmentally aware consumers. For example, Coty Inc. provides a nail polish called "Kind & Free Plant-Based Nail Polish," which is made from plants. The product is composed of algae and does not contain any aroma, mineral oils, or components derived from animals.

The UV gel nail polish segment is the fastest growing. Over the past few years, gel-based nail polish has gained significant popularity as one of the top choices for online manicure goods. These variations are longer than liquid-based nail paint and are simple to apply. The advantages are fueling the demand for the product. Nail extensions produced with a strong gel product that solidifies under UV and LED light are also an option for gel nails. These nails are specifically crafted to mimic the appearance of natural nails and are highly sought after by individuals with short or weak nails with limited development and strength.

The acrylic segment is the second largest. Acrylic is crucial in the worldwide nail polish industry, substantially contributing to its expansion. The durability and versatility of this substance allow for the creation of nail lacquers that are both long-lasting and vibrant, satisfying customer expectations for high quality and aesthetic appeal. Moreover, acrylic's ability to work well with different pigments amplifies the range of color choices, stimulating market growth and fostering innovation.

Based on the finish, the global nail polish market is categorized into Crème, Glossy, Chrome/Metallic, Matte, Glitter/Shimmer, Holographic, Neon, Pearl, Foil, Magnetic, Dip Powder, Shellac, Breathable, Acrylic and Others. 

The glossy segment dominated in 2023. Glossy nail paint is a prevalent nail polish that offers a shiny and professional appearance. It is easy to apply, long-lasting and has a classic and mirror-like finish. Glossy nail polish is the quintessential and ubiquitous form of polish. The garment offers a lustrous and sophisticated look, suitable for formal events or to inject a vivid hue into an ensemble. Glossy finishes are available in various tints ranging from vibrant and striking hues to soft and muted pastels and neutrals. The matte nail paint has become increasingly popular because of its smooth and velvety feel. The matte appearance is frequently linked to elegance and fashionable taste, making it perfect for women who favor understated makeup.

The Shimmer nail polish segment is the fastest growing. Shimmer nail polish is available in various colors, from metallic tones to pastel pastels. Metallic nail polish imparts a lustrous and reflective aesthetic, ideal for enhancing the elegance and refinement of an ensemble. Metallic nail paint is available in gold, silver, and bronze shades.

Based on the distribution channel, the global nail polish market is categorized into Supermarkets and Hypermarkets, Pharmacies and Drugstores, Specialty Beauty Stores, Salons and Spas, and E-Commerce/Online. 

The specialty beauty stores segment dominated in 2023. These firms and manufacturers prioritize providing natural and chemical-free choices that captivate client interest and offer customers a wide range of brands to choose from before buying. Furthermore, specialty stores allow clients to select products according to their specific type, tint, and color preferences. Store workers also aid clients in choosing the appropriate item while providing product expertise and promoting market expansion through this sector. 

The online/e-commerce segment is the fastest growing. The growing popularity of online shopping can be attributed to its simple shopping experience, attractive offers and discounts, home delivery choices, and extensive product selection. Furthermore, the availability of convenient services such as hassle-free product replacement, cash on delivery, and expedited one-day delivery only for members on e-commerce platforms is fueling the expansion of the online sector. Brands, including Nails Inc., Butter London, and Olive+, reported a substantial increase in online sales and revenue of nail care products in 2020.

The supermarkets and hypermarkets segment is the second largest. Supermarkets and hypermarkets are crucial in driving the expansion of the global nail polish market as they offer ample shelf space to accommodate a diverse selection of brands and products. Their extensive prevalence guarantees easy access for consumers, promoting higher sales and market reach and fostering industrial growth and competitiveness.

Recent Developments

• April 2024 - Allure launched vibrant shades like jelly pink, tangerine, and ocean blue "capture the essence, energy, and romantic allure of the warmer months. In summer 2024, nail color trends are taking inspiration from the liveliest scenes of the season, and brands—including JinSoon, Olive & June, and Essie—are launching new collections to match.
• April 2024 - HBS India 2024, among the many products to be launched, BLUESKY is all set to introduce 5 of their nail products.