Nail‑Art Industry (with a focus on Asian influence)
1. Technology‑Driven Business Models
AR/AI and Virtual Try‑On
Augmented‑reality (AR) nail try‑on solutions. AR tools originally developed for makeup are increasingly applied to nails. Banuba’s nail color simulator, updated in March 2025, uses advanced computer vision and neural networks to segment each nail, render realistic shine and automatically recognise hands in different positions. The technology lets consumers visualise any polish shade or art design in real time on a smartphone and can be integrated into mobile apps, virtual “mirror” displays or even robotic manicure machines. This offers an immersive shopping experience, reduces product waste and supports the growth of virtual nail salons—particularly useful for e‑commerce and at‑home services.
Robotics and AI‑based manicures
Robot manicurists. US start‑up Clockwork introduced a manicure robot that uses AI and 3‑D cameras to map nails and paint them in about 10 minutes. The $7.99 “minicure” offers quick, contact‑free polish application, though it cannot perform cuticle work. Such robots could complement human nail technicians in salons or be offered in department‑store beauty sections for quick touch‑ups.
Integration with AR tech. Banuba notes that their nail‑recognition API can be embedded in devices that enable robotic nail painting. This suggests a future where AR‑guided robots customise colours on demand.
Smart nails and NFC chips
Microchip manicures (NFC nails). Beauty technology innovators are embedding near‑field communication (NFC) chips into nail overlays or press‑ons to turn nails into digital business cards. The chips can link to online profiles or store contact information; the tiny chips are easy to encapsulate and can even light up when tapped. The trend allows users to share information simply by tapping their nails against a phone and has been championed by nail artists in the UK and start‑ups like Chipped, whose press‑on sets embed NFC chips in both thumbnails. Smart nails illustrate how nails can bridge physical and digital worlds and could become a novel marketing tool for brands or influencers.
3‑D printing & personalised nails
Custom 3‑D printed nails. Start‑ups such as Mani.me use photogrammetry to create personalised stick‑on nails. Customers photograph their hands, and the company prints nails that fit perfectly, combining 3‑D printing with fashion. This technology addresses fit issues common with press‑ons and offers custom designs without salon visits.
2. Sustainability & Eco‑Innovation
Plant‑based and biodegradable products
Japanese innovator Green Science Alliance has developed a line of plant‑based nail products under the “Re: soil” trademark. In November 2024 the company announced a 100 % plant‑based vegan nail‑polish thinner, intended to biodegrade back to soil and reduce petrochemical use. The company already produces biodegradable nail tips, over 90 % plant‑based nail polish, vegan gel nails and plant‑based polish remover, and is working on plant‑based packaging components. The innovation shows how Asia‑Pacific firms are leading in biomaterials for nails.
Biodegradable nail tips. Green Science Alliance earlier launched vegan nail tips composed of roughly 72 % plant material, marketed as the first plant‑based biodegradable nail tips. They reduce CO₂ emissions and plastic pollution and aim to replace fossil‑fuel‑derived tips. The company also offers water‑based biodegradable polishes and vegan nail glues.
Microplastics awareness. Japanese manicurist Naomi Arimoto creates nail art using microplastics collected from beaches, raising awareness of marine pollution. She moulds the plastic into decorative nail tips and hopes the visible microplastics spark conversations about ocean plastic. This demonstrates how sustainability messaging can be embedded directly into nail art.
Halal/vegan & breathable formulations
Halal nail polish. Asian brands such as Oasis Beauty (Singapore) and KYND Beauty (Indonesia) produce water‑based, breathable and halal‑friendly polishes, appealing to Muslim consumers who must perform ritual ablutions (wudu). To be halal, polishes must avoid prohibited ingredients and allow water to reach the nail; brands like Tuesday In Love have created water‑permeable formulas certified by Islamic authorities. This niche continues to grow as Muslim spend on cosmetics is forecast to reach US $76 billion by 2024.
Greener formulas in mainstream markets. In global trend forecasts, nail experts predict that vegan and eco‑friendly nail products will continue to gain momentum. Real Simple’s 2025 nail‑trend roundup notes that consumers are transitioning to greener lifestyles and emphasises eco‑friendly products.
Sustainable packaging
Refillable and recyclable packaging. Packaging experts highlight that sustainability is becoming the norm for cosmetics packaging, including nail products. Aurora Global Brands’ July 2025 report states that brands are increasingly using biodegradable, compostable and refillable packaging solutions. A McKinsey report cited in the article found that sustainable packaging is a key factor in purchase decisions, particularly in colour cosmetics and nail care. Innovations include refillable compacts, FSC‑certified paper/cardboard, packaging made from post‑consumer recycled plastic, mono‑material tubes for easy recycling and airless pump systems that extend shelf life. Brands in Asia can leverage these eco‑designs to appeal to eco‑conscious consumers in Europe and the US.
3. Cultural & Heritage‑Driven Trends
Heritage ingredients and rituals
Heritage hands. South Korea’s Amorepacific highlights a trend toward incorporating traditional ingredients and rituals into modern nail and hand‑care products. Examples include Korean “bong‑soong‑ah” (impatiens) dyes, barley extract and the KaESS complex used in Korean and Japanese skincare. These heritage‑inspired products resonate with consumers seeking natural origins and cultural narratives.
Henna and herbal dyes. Henna, historically used across Asia and the Middle East, is making a comeback in nail products. Brands are blending henna and plant‑based dyes into contemporary formulas, appealing to consumers who value tradition but want modern convenience.
Inclusivity & accessible design
Gender‑neutral and family‑friendly nail care. Amorepacific observes that nail care is expanding to all genders and ages, with men’s manicures and gender‑neutral messaging gaining traction. Family‑friendly products emphasise gentle, alcohol‑free formulas safe for sensitive skin. Tools like Olive & June’s “Poppy” provide easy grips for people with dexterity challenges, underscoring accessibility.
Cultural inclusivity. Brands are creating nail products that respect cultural practices—for example, wudu‑friendly polishes for Muslim consumers and designs inspired by regional art (e.g., Chinese calligraphy or Korean folk motifs). Donghai County’s press‑on nail manufacturers incorporate traditional Chinese art into their designs, allowing global consumers to access Chinese cultural aesthetics.
4. Market Dynamics & Business Models
Press‑on nails and cross‑border e‑commerce
Booming manufacturing hub in China. Donghai County in Jiangsu province has become a global centre for press‑on nail production. In 2024 the county sold almost 8 billion yuan (≈ US $1.09 billion) worth of press‑on nails—a 166.7 % year‑on‑year increase—and exported about 80 million pairs, accounting for 40 % of sales. Over 25,000 press‑on nail businesses in Donghai produce about 550,000 pairs per day. The region leverages cross‑border e‑commerce platforms (e.g., Alibaba, TikTok Shop) to reach consumers in Europe and the US, offering high‑end handcrafted designs that often feature Chinese art. This demonstrates how Chinese small and medium enterprises capitalise on viral trends to build export‑oriented supply chains.
Efficiency and scalability for salons. Manufacturers such as Yabe in Vietnam argue that press‑on nails reduce appointment times from up to 2 hours to 15–30 minutes, allowing salons to serve more clients and scale revenue. Handmade press‑ons also enable bespoke designs and remote customisation. The press‑on model could be attractive in Europe/US, where labour costs are high and consumers seek quick beauty solutions.
Customisation and private labelling. China’s nail supply chain supports OEM/ODM services, allowing global buyers to customise formulas, packaging and branding. The supply chain is complete—covering raw materials, manufacturers, brands and distributors—enabling cost‑efficient production of nail polish, gels, stickers, press‑ons and equipment.
At‑home kits & DIY culture
Home kits and tutorials. The pandemic spurred interest in DIY manicures. Many brands now sell gel‑polish kits, press‑on sets and nail‑art tools direct to consumers, supported by tutorials on TikTok, Xiaohongshu and Instagram. The rise of home kits in Asia also influences Western markets through social media virality.
Nail “effect” as affordable luxury
Amorepacific notes a “nail effect” similar to the lipstick effect in China; consumers continue buying small indulgences like manicures even during economic downturns. This resilience suggests nail services and products offer accessible escapism, which could translate to other markets facing economic uncertainty.
5. Nail‑Art Styles & Aesthetics
Trends originating from Asia
Korean design innovations. Korean nail artists are widely regarded as trendsetters. In 2025 styles include:
Syrup nails—a gradient effect from translucent to solid colour.
Dewdrop or 3D “blob” nails—gel blobs or droplets placed on the nail surface.
Blush nails—a faded, circular gradient reminiscent of flushed cheeks.
Bejeweled nails—heavy rhinestones and charms.
Futuristic/metallic nails—metal adornments extending beyond the nail bed.
Tonal manicures using multiple shades of one colour family.
Nail charms, matte finishes, animal‑inspired designs and negative space (leaving portions of the nail bare). These trends are visually striking and easily shared on social media, driving demand for nail artists and press‑on manufacturers.
Maximalist and Y3K aesthetics. Western experts predict a renaissance of bold nail art in 2025, with maximalist styles such as the “Y3K” trend gaining popularity. Nail art is expected to embrace 3‑D designs with raised textures, crystals and pearls, layered patterns, chrome finishes and metallic accents. These are aligned with the elaborate designs popularised in East Asia and by viral platforms like Xiaohongshu.
Minimalism and “clean” nails
Natural/clean‑girl aesthetics. Countering maximalism, minimalist manicures like “soap nails” (a sheer, high‑gloss finish) and short rounded nails in dark or neutral colours provide a polished yet understated look. Experts note that earthy tones, browns (inspired by Pantone’s “Mocha Mousse” 2025 colour of the year) and variations of red remain popular. This reflects the “your‑nails‑but‑better” trend seen on social media and may appeal to consumers seeking low‑maintenance styles.
Sustainability‑infused art
Nail art is increasingly used to communicate sustainability narratives—e.g., incorporating microplastics to highlight ocean pollution or using plant‑based biodegradable materials. Asian artisans might use recycled fabrics or dried flowers, tapping into environmental consciousness.
6. Opportunities for Europe and the US
Adopt Asian innovations in product formulation. Europe and the US can license or partner with Asian developers of plant‑based, biodegradable nail products (e.g., Green Science Alliance). Offering nail polishes, gels and removers made from biomass can differentiate brands in markets increasingly concerned with sustainability.
Leverage press‑on and custom‑fit nails. The efficiency of press‑on nails produced in China and Vietnam, coupled with custom 3‑D printed options, provides a compelling business opportunity. European and US salons can stock high‑quality press‑ons to reduce service times and serve remote customers. Collaborations with Donghai manufacturers could integrate local cultural motifs or tailor designs to Western tastes.
Invest in AR/AI experiences. Brands and retailers should incorporate virtual try‑on technology to allow consumers to visualise nail colours and art online or in store, reducing trial‑and‑error. AR tools can be integrated into e‑commerce platforms, smart mirrors or mobile apps. This also supports data collection and personalisation strategies.
Explore smart nail accessories. NFC‑embedded nails offer novel marketing possibilities and could be used for event networking, brand activations or loyalty programmes. Brands might embed promotional codes or digital business cards in limited‑edition press‑ons.
Embrace inclusivity and cultural diversity. Offering wudu‑friendly halal polishes, gender‑neutral collections and heritage‑inspired designs allows brands to reach underserved demographics. Marketing campaigns should respect cultural nuances and highlight stories behind traditional ingredients.
Adopt sustainable packaging and refill systems. Refillable bottles, recyclable mono‑material packaging and compostable lids align with European and US sustainability regulations. Brands can partner with packaging suppliers in Asia already pioneering such solutions.
Use nail art as a storytelling medium. Collaborations with Asian nail artists known for creative 3‑D designs or calligraphy can generate social media buzz and differentiate product lines. Limited‑edition collections inspired by Korean “syrup” nails or Japanese minimalist aesthetics could appeal to trend‑savvy consumers.
Conclusion
The nail industry is undergoing a renaissance driven by technological innovation, sustainability and cross‑cultural creativity. Asia—particularly China, South Korea and Japan—is at the forefront of many of these shifts, from biodegradable biomaterials and halal‑friendly formulas to viral nail‑art styles and smart nail technology. By adopting these trends thoughtfully and tailoring them to local preferences, companies in Europe and the United States can tap into new revenue streams, attract environmentally conscious customers, and position themselves at the cutting edge of beauty technology.