2023.01.02
Future of Nails & Hand Care 2025
The global nail care market is expected to reach $11.6 billion by 2027, with the US the biggest market followed by the APAC region, particularly China, showing the fastest growth. Nail polish (2.6% CAGR) and nail strengtheners (1.7% CAGR) are top performers in the segment.
According to Jing Daily, the lipstick effect, when small luxuries increase in sales during economic recessions, translates to the nail effect in China. Deemed recession resistant, nails have gained popularity as an easy and inexpensive way to boost spirits with limited discretionary income.
The hand care market is going strong due to hygiene and self-care trends throughout all stages of the pandemic. The global hand cream and hand lotion market is set to hit $9.33 billion in 2026, the global hand wash market is expected to reach $4.29 billion by 2028 and the hand sanitiser market to hit $3.47 billion by 2028. As panic buying caused by the pandemic has gone down, consumers are being more thoughtful with their purchases and choosing intuitive products that deliver a multi-use or luxurious experience regardless of price point.
Hand care and nail products that improve mood, are safe for the family and aid skin and nail health will appeal. Health and hygiene remain key drivers for purchases, as consumers seek new ways to integrate mentally and physically healthy habits into life in versatile and positive ways.
The nail sector is evolving into a force for individualism and creativity among all demographics. The increase in gender-inclusive nail-polish brands, some notably launched by male celebrities, shows a shift in the cultural perspective of nail art. With ‘men manicure’ up 80% in global Google searches, it is clear there is a demand for more inclusive products.
This report explores the key consumer and lifestyle shifts, what they mean for nails and hand care and the opportunities they create.
Heritage hands: the rise of ancient ingredients
Hands have been included in traditions through the ages, such as henna in Indian culture (among others), or paired with rare, sacred ingredients to maintain and enhance the skin. In 2025, heritage ingredients and celebration of ancient rituals for hands will be used to tap into changing consumers’ needs.
Ancient ingredients: use of such ingredients connects the consumer with a cultural understanding of the product and can harness ancient wisdom. Korean brand Papa Recipe collaborated with a Jeju Island grain house In’s Mill to create a limited-edition Jeju Barley hand cream and mild soap set with extracts from locally grown barley. The ingredient has been used for centuries in Korea and is often mixed with rice or in tea. It has antioxidant properties, leaving skin more elastic, hydrated and cleansed of toxins.
Intentionalism as an ingredient: inspired by the Kanazawa region’s mindful lifestyles, Makani Beauty encourages users to savour Japanese-made and sourced products. The brand created the KaESS Complex, comprising the fermented paste used for gold leaf paper making containing persimmon leaf, eggshell membrane and soybean sterol. The complex was discovered at a gold leaf foundry in Japan where the elderly women who made the paper and had their hands in the paste all day had exquisite hands. This led Makani Beauty to create hand creams with KaESS Complex and spring water from Tateyama, one of Japan’s three holy mountains, which is rich in minerals to moisturise and allow for deeper penetration of ingredients.
How to action this: create premium products that blend technological innovation with heritage ingredients. Infusing ancient traditions with luxurious elements can help adapt age-old formulations to fit consumers’ changing needs. US-based Wei Beauty uses the founder’s Chinese upbringing in traditional Chinese medicine and enhances each herb’s benefits through modern science. The brand’s Notoginseng Extreme Comfort Hand Cream highlights treasured Notoginseng, known as the flower of life due to its healing properties. It strengthens the resilience of hand skin and improves clarity with Chinese liquorice while boosting antioxidants with red sage, wild turmeric and ginger to combat ageing. All ingredients are sourced through fair trade in China from local farmers and communities with ancestral knowledge of herbs’ practical applications. These applications are amplified in the lab where active ingredients and the best delivery systems are found.
Draw on cultural nostalgia via products or kits that respectfully encourage a revival of ancient traditions and honour their origins. The Korean art of bong-soong-ah naturally dyes fingers and nails a temporary orange-red. Traditionally achieved using crushed-up balsam flowers, jelly nail polishes can mimic the effect. UK-based Butter London’s Orange Marmalade Jelly Preserve Strengthening Treatment provides a light tint of translucent orange. Educate consumers on the significance of ancient techniques while bringing them to a new audience. Henna has been practised for over 5,000 years in India, Africa, Pakistan and the Middle East and continues to flourish as a form of self expression. UK brand Pavan offers henna that transcends traditional brown tones with neons, a ‘unicorn’ blend, glitter and metallics.
Expression and expansion: nail and hand care for everyone
As stated in our CMF nails report, men’s manicures are increasingly seen as standard. This extends to the normalisation of nail art culture and creativity for all types of people regardless of their gender, age, race, sexual orientation or ability.
Gen Z individualism: news broke that a Texas school suspended a male student for wearing nail polish to class, sparking national controversy in the US and a district-wide gender-neutral dress code. Gen Z has been pushing for individuality when it comes to their style preferences, with 83% of this cohort in the US describing themselves as creative. Nails are a platform for this generation, particularly as aspirational male creatives have been releasing gender-neutral nail polish brands, such as US rapper Machine Gun Kelly’s UNDN LAQR or English singer Harry Styles’ Pleasing. These brands prioritise self-expression regardless of gender or sexual orientation, pushing for an individualistic approach to nails. New York-based Gen Z Planet claims “Gen Z is obsessed with individuality… [Nails] are a canvas onto which they paint their creations.” According to Cosmetics Design Asia, at least one in two East Asian Gen Z males have tried nail art.
Normalising hand care for men: evidenced by the 23.4bn views of ‘male skincare routine’ on TikTok, skincare for men is a popular topic. This extends to hand care, as men become more involved in self-care rituals.
Brands who target male hand care concerns or gender-inclusive hand care can tap into this growing demographic. UK-based skincare brand Heath claims to be "daily protection for the urban man" and offers a Hand Salve that tackles the needs of city dwellers. The product is formulated with allantoin, derived from comfrey root extract to support wound healing; Pollustop®, an active that protects against pollution; and shea butter for hydration.
How to action this: extend your appeal to Gen Z by partnering with an inclusive cause or message. According to Forbes, 80% of American Gen Z survey respondents think brands should address diversity and inclusion. Gen Z also identifies as the queerest generation yet. Gender-inclusive nail polish brand To Be Frank (US) partners with the Ali Forney Center, which provides services for homeless LGBTQ+ youth in NYC. US cosmetics brand Fluide creates clean nail polish with a focus on amplifying queer voices and identities by supporting both large and small LGBTQ+ causes.
Focus on accessible product design that caters to those often left out of nail care. US brand Olive and June’s The Poppy is a device that slips onto any nail polish handle and is designed to ease grip issues and improve control. The universal design paves the way for a more inclusive nail painting experience.
Family friendly: safe hand care for everyone
Families are looking for solutions for their children’s specific needs. Just like in bath and body, the focus on family friendly products will drive hand care and nail polish for eco-minded, cost-efficient parents.
Safe sanitisers: cater to sensitive skin with hand sanitisers that do not irritate. This requires alcohol-free formulations that are still effective in killing germs. This is particularly important for kids prone to eczema. It is estimated 10.1% of Americans have some form of eczema, which often peaks during childhood. UK-based Scrubbingtons offers an alcohol-free foaming hand sanitiser for kids that kills 99.9% of germs while moisturising delicate skin. Malaysian brand B&B labs’ PROTECT Hand Serum is an alcohol-free, lab tested and hypoallergenic sanitising hand serum that kills 99.9% of germs while moisturising with antioxidant-rich durian flavonoids. UK-based Little B’s Alcohol-Free Hand Cleansing Gel uses lavender, rosemary and tea tree to harness natural ingredient’s antibacterial properties, with aloe vera to soothe and peppermint oil to smell like candy. British Spots and Stripes uses a lower amount of alcohol at 60% and is formulated with antibacterial tea tree oil. The product includes thyme and eucalyptus to reduce inflammation and help naturally boost the immune system.
Useful for everyone: families will seek multi-purpose products that work for all. The cost-of-living crisis will drive them to find money saving ideas when buying hand care. Safe and sensitive skin-friendly formulations that deliver more than one benefit will appeal. Australia-based Grown Alchemist’s Anti-Bacterial Hand Cream also delivers as a cuticle cream. The formula includes tea-tree extract, cedarwood and ylang ylang to protect hands from germs and environmental stressors that lead to premature ageing.
According to the US National Library of Medicine, more than half of global adult men and women have sensitive skin. The British Skin Foundation found more than half of British children are facing skin problems due to over-washing their hands during the pandemic. Formulas that cater to sensitive skin will appeal to all generations. UK-based This Works’ Stress Check Kind Hands harnesses a vitamin e-rich formula ideal for sensitive skin and hydrating hands after washing or sanitising. Dermatologist-tested Nursem (UK) Caring Hand Cream is cruelty free and made from naturally derived ingredients to soothe inflammation and soreness with medical-grade manuka honey and white willow extract. The product is gentle enough for children, while effective enough to benefit all skin types.
How to action this: focus on more sustainable options to appeal to all generations. 76% of American families are driven to be more eco-friendly because of their children. Singaporean nail polish brand Oasis is made with only five clean ingredients and is toxic free, odourless and safe for both kids and pregnant mothers. It is formulated with hydrating hyaluronic acid, peels off easily and can be refilled in any Oasis store. Spanish brand HAAN’s family friendly Hand Cream utilises reusable bottles, with refill pouches available for online purchase. 20% of its profits contribute to funding water wells in developing countries, with each well built listed on the brand website.
Eco nails: clean and sustainable solutions
With 85% of people globally indicating they have changed purchasing habits to align with sustainability in the past five years (Business Wire), offering eco-friendly packaging or formulations is key.
Halal and vegan friendly: the Halal cosmetics market is projected to grow to almost $76b by 2024, with the Muslim community upping spending power in the sector. Halal nail polish brands are key for tapping into this market, as breathable formulas appeal to both Muslim and non-Muslim consumers who are eco conscious. US-based 786 Cosmetics has wudu-friendly formulations that are breathable, cruelty free, water permeable and formulated in colours flattering on all skin tones. The brand ethos is to be as inclusive as possible, regardless of ethical or spiritual beliefs. Indonesian’s KYND Beauty creates Halal-certified polishes that are water-based, ideal for the Muslim-majority region. UK-based Nailberry’s L’Oxygéné range offers breathable, oxygenated and water permeable polishes that are Halal certified, designed to “colour your nails healthy”.
Keepsake packaging: another key element in eco-friendly solutions is packaging made to extend beyond the product lifespan. Keepsake packaging taps into using beauty products as interior decor that offers mood-boosting aesthetics. No stranger to maximalism, French label Christian Louboutin’s nail polishes feature a glass faceted bottle with a tall, slender cap inspired by calligraphy to turn “the application into a luxurious experience”, inviting users to take their time. The high-end aesthetic demands space on the vanity for years to come. K-Beauty brand Tamburins’ THE SHELL Perfume Hand line features sculptural packaging that mimics its luxurious minimalism and distinct point-of-view. Wildsmith Skin (UK) works with one of few remaining potteries in England that uses 19th century techniques to create hand wash and hand cream vessels that are tactile and refillable. The bottles are made in small batches to avoid waste and can be recycled, refilled or used as decor.
How to action this: formulate non-toxic polishes that appeal to eco-minded consumers. Belgian brand Teint Teint’s nail polishes are toxic free and are not formulated with harmful chemicals often found in polishes. Expand the eco-nail concept into more sustainable manicure kits that offer an ecologically responsible at-home salon experience. Draw on planet friendly and socially responsible brand messaging. Voesh (US) creates simple at-home vegan manicure kits. The Mani in a Box includes a sugar scrub, mud masque and massage butter, all formulated with sustainably sourced, plant-derived ingredients that come in hygienic, pre-packaged pouches and transparent formulations. The brand partners with NY-based charity: water to bring safe drinking water to developing communities and The Binchae Foundation, a Brooklyn nonprofit that feeds children in developing countries.
Invest in waterless formats to reduce your packaging costs and promote ingredient potency. The plastic, sulphate and cruelty free Superzero (US) 2-in-1 Greene Releaf Hand Care Set features a plant-based exfoliating hand wash bar and a hydrating hand balm bar made in collaboration with US plant expert, Maryah Greene. The packaging is made from recycled board and uses vegetable-based inks and water-based adhesives. 10% of sales go to Camping to Connect, a US nonprofit organisation that promotes leadership skills in young men of colour through mentorship and outdoor education.
The skinification of hands and nails
There will be a boost in consumers focusing on hand and nail health just as much as aesthetics. Focus on protection, repair and multi-tasking products to appeal.
UV rays: despite being subjected to harmful UV rays and environmental aggressors, hand skin is often overlooked, leading to premature ageing of the delicate skin. Hand-specific sunscreens, masks and microbiome care add to the skinification of hands. The term hand sunscreen has over 8.9m views on TikTok. It is most popular among Gen Z and Millennials as a preventative measure, with some wearing UV protectant gloves (1.8bn views on TikTok) while driving to keep their hands safe. US-based Supergoop’s Handscreen: SPF 40 offers reef safe, fragrance-free UV protection as well as nourishing omega-7-rich sea buckthorn fruit extract and argan oil. Hello Sunday (US) caters to this trend with its The One For Your Hands Hand Cream: SPF 30. The cream protects hands from UVA and UVB rays while providing hydration from hyaluronic acid and jojoba oil, also boasting fully recyclable packaging. Multi-purpose protection is key to help combat hand ageing anxiety.
Hand and nail health: the skinification of hands and nails has led to an influx of products that cater to their health. France-based Typology’s Hand and Nail Serum is made with 1% plant-based keratin and 2% hyaluronic acid to hydrate hands while strengthening nails. South African brand Umu Ora’s The Time is Ripe hand cream also functions as a cuticle treatment. Fenty Beauty (US) offers a Hydra’Reset Intensive Recovery Hand Mask to revitalise hands with 40% moisture-locking glycerin, 5% conditioning panthenol, murumuru and mango butter, sorrel and Kalahari melon oils and Barbados cherry and mangosteen extracts to aid the appearance of hands over time.
-
Like
0 -
Recommend
0 -
Thumbs up
1 -
Supporting
0 -
Want follow-up article
0