The US nail care market is experiencing a significant shift as younger consumers, particularly Gen Z, embrace a more minimalist approach to nail care. According to recent Mintel data, 74% of Gen Z are paying closer attention to their natural nails than they were a year ago.
This trend is reshaping the way brands approach product development and innovation, with a strong focus on ingredient transparency, sustainability, and non-toxic formulations. We spoke to Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, to learn more about the natural nail trend and how it reflects the shifting attitudes of younger beauty consumers.
The rise of minimalism and “quiet luxury” in nail care
The shift towards natural nails aligns with broader beauty trends of minimalism and "quiet luxury" that are gaining traction across various beauty categories. Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, noted, “We’re seeing a trend of ‘quiet luxury’ and minimalistic aesthetics on runways, in brand positioning, and in packaging," and "this is also the case in the nail space, with neutral colors and bare manicures." Further, she added, "this ‘neutrality’ aligns with premium looks, signaling precision, premiumization, and a focus on health.”
This inclination toward simplicity has not eliminated the demand for traditional nail polish. In fact, 55% of at-home nail care users still use nail polish, according to Mintel. However, brands are pivoting to offer products that reflect the evolving preferences of Gen Z, emphasizing non-toxic formulations and long-lasting performance.
Non-toxic formulations and ingredient awareness
One of the most notable changes in the nail care industry is the increasing awareness of ingredients. As Kitzmiller highlighted, “Two-thirds of Gen Z are now paying more attention to the ingredients used in nail color and service products.”
This growing concern has driven brands to reformulate products to exclude harmful chemicals such as formaldehyde, DBP (Dibutyl phthalate), toluene, and camphor, in favor of safer, more natural alternatives.
“Safety concerns are rampant,” said Kitzmiller, “especially as many brands and products have been under fire for their choice of ingredients." As a result, she explained, "many are opting for plant-based or natural ingredients as a response to this demand.”
Sustainability: A key driver of innovation
Sustainability is also becoming a critical focus for nail care brands. According to Mintel data, 71% of Gen Z consumers report that eco-friendly nail care products have become more important in the last year. This trend has led to an increase in vegan formulations and cruelty-free claims, as well as innovations in eco-friendly packaging.
“In the US, we’ve seen an increase in vegan formulations within the nail color space, with many brands speaking to ‘non-toxic’ ingredients,” explained Kitzmiller. “Eco-friendly packaging through bottle, cap, and secondary packaging is being promoted among brands, with recycling post-use also emerging as a new directive.”
The impact on professional nail services
While the impact of these trends on professional nail services remains unclear, at-home nail care continues to grow in popularity. “Money and the enjoyment of doing one’s own nails are top reasons why consumers prefer at-home nail care,” said Kitzmiller.
Safety concerns, particularly around UV light exposure during gel curing, have also emerged as key issues for both salon and at-home users. Further, Kitzmiller added, “Service providers must acknowledge this concern and respond with safe innovation, either eliminating the need for UV or finding ways to protect consumers during use.”
Opportunities for innovation
As the preferences of younger consumers evolve, professional nail care brands and service providers have new opportunities to differentiate themselves. "To stand out in a competitive market, brands need to embrace innovation in terms of format, longevity, efficacy, and cost," Kitzmiller advised.
"This includes clean beauty services that prioritize health and safety, utilizing non-toxic and sustainable products that resonate with the demand for transparency in ingredient sourcing," she explained.
The key to appealing to Gen Z, according to Kitzmiller, lies in balancing innovation with cost and quality. “While this younger cohort is increasingly focused on eco-conscious and ingredient attributes, the foundation of product and service choice lies in efficacy and cost above all.”
Preparing for the future
Looking ahead, brands must stay proactive in addressing the evolving demands of Gen Z, particularly regarding ingredient transparency and sustainability. “Proactive messaging on how ingredients and sustainable attributes contribute to the well-being of the end-user, without impacting quality or cost, will ultimately be the value proposition consumers weigh in on,” Kitzmiller concluded.
By keeping safety, health, and sustainability at the forefront of their messaging, nail care brands can build trust with younger consumers and position themselves for long-term success in a rapidly evolving market.
