Summary of our market study

The global nail polish market, a sub-segment of the makeup category within the cosmetics industry, has seen contrasting trends starting from 2020. While the global beauty market faced an 8% decline in 2020 due to the health crisis, the nail polish segment showed resilience. The market for nail products dropped by 10% but remained one of the least affected areas compared to other beauty sub-sectors. That is explained by the increasing popularity of semi-permanent nail polishes, particularly in the US and Europe, and innovative offerings like gel forms and UV nail gels. Despite a downward trend in the consumption of cosmetics, certain branches like semi-permanent nail polish and related nail care products continued to attract consumer interest, indicating a dynamic yet shifting landscape within this sector.

Fluctuating Fortunes and Future Trends in the French Nail Polish Market

In recent years, the French nail polish market has seen a mix of declining demand and emerging trends that are reshaping consumer habits. The cosmetic industry in France has faced a downward trend. However, despite the general decrease in cosmetics consumption, certain areas of the nail polish sector have proved dynamic, such as the growing popularity of semi-permanent nail polishes and nail art. The French nail polish market is part of the larger cosmetics segment, which has faced a global downturn with an 8% contraction in 2020 due to the health crisis. Nonetheless, the nail polish sub-segment is one of the more resilient areas in the beauty sector. This market, which once signified a social class, has been revolutionized with the advent of nail art. This creative movement first saw major popularity in Asian countries like Japan and Korea before spreading to the Western cultures through online platforms.

Looking at consumer behaviors, the annual budget allocated to hygiene and beauty products has witnessed a decrease by about 9.1% (dropping by around 20 euros). The frequency of purchases also fell by approximately 2.5%. Influences such as the 'no makeup' trend and 'deconsumption' have played roles in these statistics. Notably, 22% of respondents in a survey admitted to simplifying their beauty routines. While traditional liquid nail polishes have seen a decline of 17.4%, they remain the most consumed among French consumers, and semi-permanent and UV nail gels are carving out significant shares for themselves.

Despite the overall decrease, the nail polish market continues to evolve with innovations and diversification in product offerings. The range of nail polishes is vast, from classic variants that last a few days to more durable options such as semi-permanent, gel, and acrylics. Nail polish products are complemented by a variety of associated items, including removers, care products, accessories, and electrical equipment required for application and maintenance. In terms of pricing, nail polish can vary widely. Basic products can be found for less than 5 euros, while premium brands may charge up to around 30 euros per unit. Market segmentation reveals prices ranging from approximately 350 euros per liter for budget.

Key Market Players in the Nail Polish Industry

  • L'Oréal: The Cosmetic Giant Leading the Way L'Oréal stands as a venerable giant in the world of cosmetics. With a rich history and an extensive product range that caters to various aspects of beauty and personal care, L'Oréal has positioned itself as a trendsetter and a pioneer in the industry. Their product lines extend beyond mere nail polish, encompassing skincare, hair care, and make-up sectors as well. Known for its innovation and commitment to quality, L'Oréal also made significant strides in the digital sphere, reporting a whopping 40% growth in e-commerce sales of cosmetics.

  • OPI: The Specialist of Striking Nail Polishes OPI is widely recognized for its professional-grade nail polishes and an impressive spectrum of colors. The brand appeals to consumers seeking long-lasting wear and an array of hues. OPI stands out not only for its classic varnishes but also for its semi-permanent options and gels, offering alternatives to suit diverse preferences and the evolving demands of the market.

  • Essie: The Go-To Brand for Nail Polish Enthusiasts Essie has made its name synonymous with vibrant nail polishes and has become a staple among beauty enthusiasts. Known for its glossy finishes and a plethora of color choices, Essie continues to be a favorite in both salons and homes. Striking the perfect balance between affordability and quality, Essie has managed to secure a loyal customer base across the globe.

  • Peggy Sage: A Blend of Tradition and Innovation Peggy Sage stands as an authority in the world of nail care and decoration, with a history that dates back to 1925. This brand merges tradition with a keen eye for contemporary trends, offering a wide range of products from nail polishes to care accessories. Peggy Sage serves both professionals and at-home users, providing solutions for nail aesthetics, maintenance, and health.

  • Kiko Milano: The Affordability Champion Kiko Milano brings Italian flair to the nail polish market with its budget-friendly yet high-quality products. Not only does Kiko offer a rich palette for nail color lovers, but it also ensures accessibility with its attractively priced offerings. The brand's success lies in its ability to deliver premium-looking results without the associated hefty price tag.

  • Chanel and Dior: The Epitome of Luxury in Nail Aesthetics Chanel and Dior are two luxury brands that need no introduction. They have successfully extended their high-fashion offer.
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  • Number of pages : ~ 40 pages
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  • Last update : 05/07/2023
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

The application of nail polish is intended to beautify and protect the nails. It is usually applied with a small brush integrated into the cap of the varnish bottle, then it takes a few minutes for the varnish to dry; some varnishes can also be applied in gel form and then hardened with a UV lamp.

Nail polish is part of the cosmetics segment, and more precisely of the makeup category. The latter also includes eye shadows, foundations, powders, blushes, mascaras, lipsticks. The nail polish market is a sub-segment of the nail market whose scope extends to the activities of professional salons or the sale of nail polish removers.

The different targets and outlets of the nail polish market are private individuals as well as cosmetic care professionals such as beauty salons or nail bars. The professional in charge of taking care of the nails is a nail technician.

The global beauty market has experienced a decline of 8% in 2020 due to the health crisis and the nail polish sector has not escaped the trend. Indeed, a 10% decline in the market for nail products between 2019 and 2020 has been noted. This segment is among the markets most spared by the crisis in the beauty sector, unlike those of lipstick or complexion products for example.

Nail polish, considered in the past as a marker of social class, has been democratized since the 2010s, with the rise of nail art in particular. Nail art is the art of decorating nails with a range of accessories. The rise of nail art was first made in Asian countries, such as Japan or Korea, but it has been exported throughout the world, to the United States and Europe, especially through the Internet. The nail art can be done as much on the hands as on the feet and it doesn't matter if it is on natural nails or on false nails.

In France, as in the world, we observe a decline in demand for cosmetics and nail polish is not escaping with a decline of 15% in the number of users in 5 years. However, this market remains interesting with dynamic branches, such as semi-permanent nail polish, which is now available to individuals and is increasingly popular in beauty salons. Nail art can be done alone by getting the right equipment and looking at models on the internet (on YouTube, Instagram, Pinterest, Facebook, or on specialized blogs for example), but it can also be done in an institute for a few euros. These two factors have also contributed to the emergence of nail bars.

Nail care is also an interesting branch, since nail care in general will account for 47% of the cosmetics market's turnover in 2020, and with the emergence of the nail bar, it will be possible to increase this figure.and with the growth of gels or semi-permanent nail polish techniques, which are more likely to damage nails, consumers are increasingly turning to nail care products.

List of charts presented in this market study

  • Nail polish market size in value and forecast
  • Annual growth rates for cosmetic products
  • The main players in the cosmetics market by turnover
  • Average annual budget for hygiene and beauty
  • Annual purchase frequency of hygiene and beauty products
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Latest news

Sephora to rapidly increase sales from 12 to 20 billion euros - 23/10/2023
  • Sephora is the world leader in selective perfumery.
  • LVMH has owned Sephora since 1997.
  • The Sephora store on the Champs Elysées welcomes 10,000 visitors a day.
  • The global beauty market grew by 6% last year to reach 250 billion euros.
  • Sephora has forecast 17% growth by 2022.
  • The brand has 2,700 stores.
  • By 2022, according to analysts, Sephora has almost reached 12 billion euros in sales.
Beauty: how Sephora is expanding in the United States - 07/10/2023
  • America is its first market
  • The French group opened its first store there twenty-five years ago
  • Today, it has 658 directly-operated stores on the American market, including 22 in New York
  • Sephora is present in 35 markets with 2,700 stores
  • A $430 billion industry according to McKinsey
  • The United States will consolidate its position as the world's leading beauty market, growing from $70 billion in 2022 to around $100 billion in 2027 (McKinsey).
  • The brand contributes 20% of LVMH sales and 12% of the Ebit of the number one in luxury goods.
  • sephora is America's leading selective retailer.
  • American retailer Kohl's, which has stores in 29 states, partnered with Sephora in 2020, and they share 862 "Sephora Kohl's".
Yves Rocher seeks to sell its factory in Ploërmel, Morbihan - 27/09/2023
  • Yves Rocher's Ploërmel plant was on the verge of closure due to high fixed costs.
  • The group has announced a plan to reduce the workforce at its three sites in Brittany.
  • The Yves Rocher Group is a family-owned business founded in 1959.
  • The cosmetics giant has sales of 2.4 billion and 16,300 employees in 114 countries.
Sephora and Zalando end their partnership - 09/09/2023
  • The partnership between Sephora and Zalando began in Germany in the fourth quarter of 2021.
  • The partnership was extended to Zalando's other European markets in 2022, including Italy
  • Two years after the start of the partnership, the collaboration comes to an end.
  • Sephora is a subsidiary of LVMH.
  • Sephora's aim in 2021 was to compete with Douglas (Nocibé in France), which has a greater presence in Europe.
Yves Rocher: major clean-up to relaunch the group - 18/06/2023
  • Rocher group sales: 2.4 billion euros
  • Yves Rocher sales: 1.2 billion euros (down 200 million, or -15%)
  • Objective for Yves Rocher in Asia: quintuple sales to reach 15% of total sales
  • Worldwide sales of solid shampoos: 5.5 million euros
  • Market share target for Yves Rocher in France: from 8.8% to 10%
Franchising: Novi (Beauty Success) aims to capitalize on its own brands - 20/03/2023
  • founded 50 years ago
  • Stores under the Beauty Success banner
  • 60 outlets outside mainland France in 16 different territories, including 12 perfumeries in Morocco
  • Acquisition of Esthetic Center in 2016 and Citron Vert in June 2022

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Marionnaud France
ESSIE (L'Oréal Groupe)
Peggy Sage
IL Cosmetics
Rocher Groupe (Yves Rocher)
Kure Bazaar
Le Mini Macaron

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