Manicures have always been considered a little bit of a luxury, but now you can tell your clients that they’re actually good for their health. Nail brands are putting an emphasis on care as well as colour, with Essie, Cutex, Revlon and Morgan Taylor infusing their polishes with natural oils and antioxidant-packed formulas.
WWD reported back in October that the prestige nail-care category was up by five percent year after year – a stark contrast to the 15 decline in colour enamel, according to NPD data.
“Consumers are becoming more mindful of the products they’re purchasing and brands need to start producing better options,” says Jacinta Manivong, Digital Marketing Manager at Kester Black, Australia’s fastest growing nail brand.
“Down the line, there’ll be a global change to move away from carcinogenic products to safer and more environmentally friendly conscious products.”
It looks like nail brands have taken note, with Cutex revamping its nail polish remover collection to include a blend of jojoba oil, flaxseed, coconut oil, Vitamin E and perilla seed apricot kernel oil.
Essie, on the other hand, is launching its TLC collection, which stands for Treat, Love and Colour, this month. The trio of nail strengthening polishes is infused with collagen and camellia extracts designed to actively fortify nails.
WWD reported that Ruth Kallens, owner of Manhattan’s Van Court nail salon, noted that consumers have become more conscious of the health of their nails, in tandem with the overall wellness movement.
“People are really interested in color, but they also want to know that the color is maybe doing something good for them as well,” Kallens told WWD. “Of course you can have your ritualistic mani-pedi, but people want solutions-based treatments.”
Van Court offers a variety of nail treatments for damaged nails – a major selling pocket due to the damaging nature of gel polishes. While Kester Black admits that no nail polish will ever be free of nasties, their 10-Free brand comes pretty close.
“Our 10-Free brand does not contain formaldehyde, toluene, DBP, camphor, formaldehyde resin, xylene, parabens, fragrances, phthalates and animal derived or tested ingredients,” says Jacinta.
“Kester Black has also never used ethyl tosylamide, triphenyl phosphate or xylene, which are all common carcinogenic ingredients usually found in most other nail polishes on the market.”