In a context marked by political, economic and social upheavals, more than ever the French need to take care of themselves. And women are increasingly turning to the beauty of their nails.
According to a study by Transparency Market Research (TMR), the global nail care market, valued at $10.9 billion in 2021, is expected to reach $23.1 billion by the end of 2031. While the trend comes straight from across the Atlantic, it has become widespread in France thanks to social networks.
With just over 15,000 nail technicians in France, the sector represents around 15% of the beauty market, according to figures from the Union of Eyelash, Nail and Makeup Professionals ( Upcom ). Between 2021 and 2023, new businesses specializing in nail beauty jumped by 23% in Île-de-France, according to a study conducted by the CCI Île-de-France. But the rest of France is also affected by this boom.
An evolving nail art
Because semi-permanent varnishes, false nail applications or gel and resin extensions are popular. Increased exposure to influencers reinforces interest in nail care. "Nail art" is so attractive that nail polish or nail prosthesis is becoming a real fashion accessory, with colors and themes that change with the seasons.
In terms of care, semi-permanent gel has been the focus for about ten years. This alternative to classic polishing has taken the nail market by storm, thanks to its durability and resistance. But this technique requires technology, specific products and know-how.
Focus on natural products
To meet these challenges, professionals are adapting and responding to customers' concerns. Starting with their desire to adopt more responsible products. "Women are increasingly attentive to the health of their nails, which leads them to use non-toxic and natural solutions," emphasizes Andy Boulai. "At Beauty Distribution, we supply 85% of eco-responsible products and play the card of total transparency with precise labeling of our products."
Camphor, toluene, formaldehyde and dibutyl phthalate, for example, appear as possible sources of side effects or health problems. Specialists are also committed to complying with regulations in order to guarantee the quality and safety of products on the market. Many labels attest that products are not tested on animals and are vegan.
Focus on the alliance between website and stores
Innovation is among the key drivers of growth in the nail polish market. Manufacturers are looking for new formulas to provide better coverage, longer wear time, and unique finishes. As consumer preferences continue to evolve, companies will need to remain agile and responsive to stay ahead of the competition.
To convince customers who are increasingly in a hurry, professionals must also turn to a phygital strategy, combining a physical presence in store with a complementary website. The customer experience must be able to start remotely and continue in store. "Becoming multichannel and offering a multitude of solutions to consumers helps build loyalty," emphasizes Andy Boulai. When they arrive in store, they already know what they want. Our advisors are there to support them and provide them with real added value." Because customers now want to experience much more than a treatment, but a real experience.