Judy Chapman unpacks the clean nail revolution and sees how our interest in wellness is reshaping the nail industry.
With a rising focus on wellness practices, consumers are driving a revaluation of nail care practices, protocols and products, as many seek options better aligned to their health goals. Discourse feeds into concerns around toxins hidden in personal care products, with the nail care industry marking just one sector in the firing line. The response is coming in the form of popular salon treatments including manicures and pedicures utilising non-toxic or ‘health-conscious’ solutions.
Amy Phipps is the founder of Polished Byron Bay – a modern sanctuary spa embracing the clean nail movement. “For years, we saw the nail industry flooded with harsh treatments and toxic products, yet no one questioned their long-term health effects,” Amy says. “I created Polished Byron Bay to realise a more mindful approach; one that didn’t compromise on quality or results.”
Amy says she’s observed a significant growth in natural nail care. “Over the past two years, our revenue has increased by a staggering 68%. I see more clients moving away from acrylic and SNS, opting for healthier alternatives such as BIAB (Builder in a Bottle) and HEMA-free products.”
Danielle Egan, founder of nail polish brand, Sienna Byron Bay, echoes this sentiment. “Growth in non-toxic nail care has been consistent. We’ve doubled sales in recent years and receive daily requests for new products.” Back in 2014, Danielle launched Sienna with a range of 13 colours. The brand’s range now boasts 70+ colours with a further 20 in production for launch this year.
Irene Falcone, founder of low-tox e-commerce store, Clean Nectarine believes the shift in clean nail care began over a decade ago “with brands like Butter London launching 3-free polishes that removed three harmful chemicals without compromising performance.” She adds, “today, we see 5-Free, 7-Free, and even 10-Free formulations, proving that up to 10 toxic ingredients are unnecessary.”
Irene highlights a series of chemicals nail technicians and their clients ought to avoid: formaldehyde, toluene, camphor, parabens, DBP (dibutyl phthalate), and TPHP (triphenyl phosphate). “We’re now seeing plant-based formulations that take innovation further.” Clean beauty brands are developing sustainable ranges free from harmful chemicals while maintaining durability and vibrancy.
Farthing Amy’s dedication to providing a clean environment for her clients, Polished Byron Bay is fitted out with state-of-the-art ventilation for healthy air flow, eco-friendly materials like non-toxic paints and finishes, filtered water systems for treatments, and ergonomic furnishings to reduce technician fatigue. “Every detail was thoughtfully considered to support the well-being of not only our customers but also our team,” Amy emphasises.
Danielle adds that while clean nail bars have gained traction in the US, Australia’s growth has been somewhat slower. “Luxury hotels incorporating salons have been our largest growth area for wholesale orders. These businesses aim to capitalise on the cultural shift we have seen towards eco-friendly products.”
Like all natural products, investing in nail products that contain non-toxic ingredients can come at a premium. Amy says, “natural nail care products are expensive. This is why our services come at a much higher [cost] than your average nail bar.”
Danielle adds, “another issue is that there are very few suppliers of plant-based ingredients because the science is so new.” She sees that this will change as customers select products geared toward personal health and the environment.
So what’s next for the industry? Danielle predicts innovation in eco-friendly gel technology. “Customers want gel-like durability without compromising on natural formulations. Suppliers are working hard to perfect this green technology; it’s likely the next big trend.” For Irene, Clean Nectarine’s latest launch couldn’t come at a better time. “We’re introducing a range that’s not just 10-Free but also sustainably sourced from plants.”
Judy Chapman, former Editor-in-Chief of Spa Asia magazine, is a wellness author and consultant in the hospitality, spa, and beauty industries. She collaborates with entrepreneurs and purpose-driven brands to create unique, meaningful, and profitable ventures.
Images: Supplied
This article originally appeared in the Issue 02 2025 print issue of Professional Beauty magazine. Read it here.
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