Based on a study conducted in May 2025 by The Benchmarking Company among more than 3,000 American consumers, nail care has become one of the most established beauty categories in everyday life.
96% of respondents say they regularly paint their nails at home (or in a salon) and 97% follow a proper hand and foot care routine that goes far beyond simply applying color.
“From exfoliants to nourishing serums, consumers are looking for salon-worthy results, even at home,” says The Benchmarking Company.
Pampering yourself… at home
The appeal of at-home nail care is based on two main factors: accessibility and well-being. 90% say they do their nails at home (including 43% exclusively). 87% of respondents prefer this option because it fits their schedule. 85% see it as a financial benefit.
As a result, American consumers are equipping themselves and seeking expert solutions to replicate the salon experience. They are buying expert care products such as strengthening treatments (79%), cuticle treatments (76%), and ready-to-apply false nails (55%).
Expected innovations
Buyers are curious about new products:
• 79% want eco-friendly nail polish
• 79% want hybrid color + care formulas
• 66% want nail art kits to assemble
• 65% want vegan or non-toxic nail polish
• 63% want heat-sensitive nail polish
Nail polish remains a must-have
83% have purchased nail polish in the last 12 months …
