Nailing it again and again - trends driving the nail industry

A study by The Beauty Company in the US found nail polish is the favourite beauty addiction for 99 per cent of all women”, which explains why nail polish sales received a 32 per cent growth in year-on-year sales in the US for 2012. But it’s not just the States that are witnessing this sudden surge in popularity. The nail segment has experienced growth season on season for the past few years and doesn’t appear to be haltering,” reveals general manager, cosmetics and concessions, Liz Webster. bd sat down with a number of nail brands to find out the trends driving this industry to new heights.

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Innovations and technologies

As the nail industry grows in popularity, it also increases in new development offerings. The nail market seems to move ultra fast, with new looks and technologies being rolled out at lightning speed,” says Chemcorp’s Sue Banister. Recent innovative technologies include ’s stick on nail’s anti-chip UV Gel Technology and super adhesive tabs that activate when used and - a salon product that changes shades with your body temperature. Multiple brands have also been developing products that allow for 3D effects such as magnetic polishes, gel-like finishes and caviar.

Another big development hitting the industry over the last 12 months is DIY salon-quality nails. The latest trends in nails include technology-based products that allow the consumer to create salon finishes and intricate detailing at home," says product development manager Teresa Hryniewiecka. "Recent years have seen the explosion of gel, UV or LED cured, polishes. This has been widely accepted by consumers and is predicted to grow this year and beyond, especially in the DIY at-home category.”  An example of this game-changing technology is the recent launch of that offers seven-days of chip-free wear, available as a salon service and retail product.

But it’s not just at-home products that have been witnessing technological advances, with salons also seen upping the ante. has recently launched its LED lamp technology that enables technicians to complete Bio Sculpture Gel colour overlays in just 30 minutes.

Colour

The colour rules have been thrown out of the window in regards to nails this season. When it comes to trends, they have been literally walking off the catwalks and into stores. Seasons are having far less of an impact in the traditional sense as we are now seeing demand shift to colours coming straight off the catwalk, regardless of whether they are traditionally considered ‘seasonally appropriate’,” says Revlon brand manager Simone Harms. Mavala Switzerland also has a strong focus on the catwalk. "Mavala's global popularity and strength in the market comes from a focus on fashion colour.  Mavala always produces two collections each year which are directly inspired by colour trends seen on the catwalks during the international fashion weeks," says Mavala Switzerland’s Jack Ball. And it’s not just catwalks inspiring trends, with films also seen as influence. Cinematic events such as The Great Gatsby have influenced trends in metallic and pearl shades,” adds Harms.

The metallic trend has been picked up by a slew of brands including Bio Sculpture and Orly, with Myer also seeing high sales for metallics this winter. Pastels shades are still selling well, but as the weather gets colder, bold shades are starting to pick up along with glitters and metallics to brighten the darker apparel trends,” says Webster.

Nudes will also be a big trend this season. Opaque nudes that mimic foundation are huge right now,” says ambassador Fiona Hay. Sally Hansen nail expert Alison Bowhill-Hayes agrees, adding, Nudes are the go-to fashion shades this season for polish.” Other popular colour trends include pearlised whites, coral, turquoise, ox blood reds, black, forest green, plums, merlots and wines.  

Design

Caviar? Velour? Studs? Yep, you name it and it’s likely to have cropped up on nails somewhere. Nail art has seen continuous expansion and sophistication and this applies both to salons and in-home applications,” says Hryniewiecka. At Myer, consumers have been seen to embrace experimentation. The basic polish continues to experience growth whilst nail decals, textured polishes and glitters have added novelty. Pearl beads, velour flock, hologram, mirror and foils  have all launched in the past twelve months,” says Webster. Many of these are used over a basic polish and allow  experimentation with feature nails a common look. Geometric designs are huge this season, particularly in a monochromatic and pastel colour palette.”

At Revlon, anything that is crazy and unique to nails is extremely popular”, says Harms. It’s a similar story for , with Peta Thomas revealing, 3D designs and patterns are making a big splash, while later in the year we will see a switch to bold colours with accents. Accents and one off-wears can also be seen coming through the market, with caviar and velvet nails taking off.” Other unique nail art that has been popular are flowers, nail pearls, magnetic polishes, stripes, lace, tie-dye and glitter. Embellishments such as metal nail studs in all different shapes are very on trend this season,” says Hay.

Other popular trends include matte finishes and ombre nails, with a throw-back to the 90s set to soon hit the market in Australia. Matte top coats are huge, especially combined with gloss tips, moons or other designs,” says Hay. With Clark revealing, Ombre or gradient polish, glitter tips, textures, mash-up manis and feature nails will continue to be big. I've just returned from a trip to New York, London and Paris, where ‘90s fashion is back in a big way and that is translating to nails as well - paisley prints, smiley faces and floral designs were hugely popular.”

Shape

Short and natural has been the sought after look for nails for a couple of seasons, but it looks like a change is in the air. Shape wise, nails are definitely becoming more oval, even pointed for those who dare. An oval shape is very flattering to the hands, making fingers look longer and more feminine,” says Hay. Manicare beauty expert Allie Clark adds, Long pointed nails are becoming much more mainstream, finally making their way from the catwalks to the street.”

Health benefits

Every day nails are exposed to extremely damaging conditions and need proper care to help prevent an accumulation of damage. The nail plate is very porous and highly water absorbent, however, frequent exposure to solvents in polish and removers, or detergents can damage cuticles and make the nail brittle,” says Hryniewiecka. An emerging trend is products that help look after the health of your nail. Internationally, this year has seen more developments in nail art and nail polishes that are water, instead of solvent, based. This product delivers the same qualities as the traditional nail polish, however, it's much healthier from a consumer and environmental perspective,” reveals Hryniewiecka.

sees nail health going hand-in-hand (excuse the pun) with polish and design trends. While there has been a huge resurgence of interest in nail polishes and new finishes, it has become even more important to make sure that nails (and cuticles) are well groomed. Many of these new looks can highlight ragged cuticles, cracked fingertips and brittle nails, which spoils the whole effect,” says Nutri-Synergy national marketing manager Elizabeth Treble. This trend has led to an increase in nail care. We have noticed that people are much more aware of the products they use on their nails, and the effect these will have on the nail condition. More and more people are no longer willing to compromise on health to experience the latest in nail art, or the long wearing benefits of gel nails, and why should they?” says BioSculpture’s Talya Bergmann.

One can see quality active ingredients more typically associated with skin care now entering into nail care. This is happening in two dimensions - traditional nail polishes are now enriched with 'care' ingredients, i.e. vitamins, minerals or special herbal extracts, and the second is more specific launches of nail serums and creams,” says Hryniewiecka. An example of this is Revlon’s Brilliant Strength Nail Enamel that provides colour with a strengthening formula that combats breaking and brittleness and features a built-in protective base and top coat.

New nail products to keep an eye on:

1000 Hour Nail Design Pens - 1000 Hour Nail Design Pens are ideal for French manicures due to the fine tip pen that provides easy control while also enabling you to create unique designs. It is fast drying and environmentally friendly thanks to the water based formula.

– Achieve salon results with minimal effort and cost, at home. Intricate 3D nail art designs and high fashion finishes are achievable for up to two weeks. Simply peel and stick.

Rock and Crystal Nail Colour Collection - This collection features rich gemstone-inspired metallic shades that can be used alone or together.

- weekly polish system has adhesion promoters in the formula, a patent pending technology that adheres to keratin. This product negates the need for base coat as the pigment is in the formula. The top coat offers Pro Light technology, where by exposure to ambient light makes it more durable for longer wear.

- Designed with UV Gel technology that protects nails from chipping, scratching and fading, Design Nails last up to seven days. The lace design is one of the brand's best-sellers and features a black and white lace pattern.

Flash Dry Top Coat - This topcoat nail polish with salon strength dries in sixty seconds, as well as adding gloss and helping protect against chipping.

Miracle Growth Booster - A treatment that helps nails to grow with salon strength, the Miracle Growth Booster is formulated with silk protein and helps improve nail flexibility and strength with vitamins A and E.

Lightening Scrub Mask for Nails - This mask exfoliates any impurities from the nail and its contour, smoothes the nail plate while preserving its flexibility, softens cuticles, and helps eliminate dead skin.

- Miss Shop Nail Polish combines a premium formula with a slimline brush applicator that offers easy, controlled and streak-free application. The formula has strengthening qualities, while its colour goes on bold.

- A rich emollient formula which absorbs quickly to nourish and restore dry, ragged cuticles, hangnails and split fingers. Helps strengthen and promote healthy looking nails.

Matte Top Coat - The high quality performance formula has been designed to provide a smooth, shine-free manicure, transforming high gloss lacquer into a flat, matte finish.

- ORLY recently launched GelFX Shade Shifter, a salon product that when applied under your topcoat, but over your chosen nail colour, will change shades with your body temperature (dark when you’re cold and bright when you're not).

and Hand Cream - Adding just a few drops of Pelactiv Precious Oils to your Pelactiv Hand Cream creates a rich and intense treatment that act as a food source for your hands and nails.

Pretty Woman Magnetix Nail Polish - A polish with magnetic particles that create a pattern on the nail when a magnet is held over wet polish.

Pretty Woman Nail Pearls - Tiny spheres that adhere to any nail polish of your choice for a 3D effect.

- A nail polish with a super shiny finish and gel qualities, but without the need to light cure the product.

Zinc, B6 & Magnesium - White spots indicate a deficiency in zinc. The Red Seal Zinc, B6 & Magnesium is great for skin and nail health as well as boosting your overall immunity.

- This gel-like top coat gives painted nails a superior high definition, 3-dimensional sheen and helps prevent polish from chipping and peeling.

- This dual-action formula coats nails and cuticles with an extremely unpleasant taste to prevent hand to mouth, while cactus extract and red algae moisturise, condition and work to protect vulnerable nails.

Revlon Nail Art Moon Candy - Revlon Nail Art Moon Candy creates a cosmic 3D effect with the holographic glitter top coat illuminated by the dark cream base coat.

- A duo-chrome metallic polish that has real silver particles in it. When the light shines on it, the look goes from blue or green or gold to mauve or copper or silver.

- This handy two-in-one pen softens cuticles while caring for dry, brittle nails - the perfect tool for busy people looking to do manicures at home!