Summary of our market study

Since 2020, the nail polish market has demonstrated significant resilience and growth despite global challenges such as the COVID-19 pandemic and the Russian-Ukrainian conflict, which have caused disruptions in supply chains and increased raw material and energy costs. The demand for nail polish continues to rise, with the global market size reaching $11.57 billion in 2022 and a forecasted growth to $12.96 billion in 2023, thanks to an 11% annual growth rate expected to lead to a $19.67 billion market by 2027. Notably, Italy's cosmetics consumption, including nail polishes, increased by 8.5% in 2022 to 11.5 million euros, maintaining the country's rank as the third-largest consumer in Europe. The market is driven by innovations like non-toxic and eco-friendly products, with Italy seeing a dynamic and competitive local nail polish market. However, Italy exhibits a trade deficit in manicure or pedicure sets and tools, with a lower export value ($4.1 million) compared to imports ($16.7 million) in 2022. The cosmetics sector's turnover is also projected to grow positively, with Italian enterprises predominantly situated in the North and the majority operating as limited liability companies (LLCs). Demand trends indicate a growing preference for natural and sustainable products, while the nail polish segment remains primarily driven by female consumers.

Italian Nail Polish Market Trends

In recent years, the nail polish industry in Italy has displayed a dynamic and competitive market atmosphere, with consumer interest peaking notably due to innovations in product offerings such as advanced textures, finishes, and sustainable options. As part of the broader hand care segment, nail polishes have garnered significant attention, evidenced by nail polish accounting for over 60 percent of total hand product consumption in Italy. The Italian market for nail polish specifically is part of a growing global market expected to expand at a steady rate through 2027, driven by the younger generation's increasing engagement with social applications and an interest in cosmetic trends. The industry's resilience is highlighted despite challenges presented by the COVID-19 pandemic and geopolitical tension, such as the conflict between Russia and Ukraine, which have affected raw material prices and energy costs. As for consumer preferences, the demand for nail polish is shifting toward products that are natural, organic, and sustainable, with purchases in these categories experiencing a significant increase. This reflects a broader movement within the cosmetics industry, with consumers placing a heightened focus on product composition and environmental impact—an insight supported by the information that a majority percentage of Italians express a preference for natural and organic beauty products. The Italian market has seen mass markets dominate as the preferred channel for nail polish purchases, accounting for a substantial majority of hand care product sales. This shift to mass market channels underlines the importance of accessibility and affordability in consumer choice when it comes to nail care products.

On the international stage, the Italian cosmetics market is robust, ranking third in Europe, with consumption surpassing ten billion euros and demonstrating a positive uptrend. Within this context, nail polish stands out as a particularly vibrant sub-category due to its affiliation with fashion and consumer lifestyle choices. The industry composition reflects a notable concentration of cosmetic enterprises in the northern regions of Italy, with Lombardy leading in the number of businesses, followed by Emilia Romagna and Veneto. The majority of these companies are limited liability companies, which remain the most common legal form for businesses in this sector—an indicator of the industry's formality and organization. Although there has been an observed rise in interest among the male population for cosmetic products, the female segment remains the predominant consumer base for nail care products, accounting for a significantly large portion compared to male consumption. The nail polish market thus continues to innovate and evolve while adhering to consumer demands for products that are not only aesthetically pleasing but also cater to health and environmental concerns.

Key Players in the Global Nail Polish Market

The global nail polish market is a vibrant and competitive landscape that is dominated by established industry giants and complemented by a variety of niche and specialized companies. Each player brings its unique strengths and product offerings to cater to the diverse preferences of consumers worldwide. Here is a closer look at some of the market's main players:

  • L'Oréal: With an extensive portfolio of beauty products, L'Oréal is a household name in the cosmetics industry. Their nail polish lines are widely recognized for their quality and wide range of colors, catering to both professional salons and personal beauty regimens.
  • Unilever: Another behemoth in the realm of personal care, Unilever owns multiple brands that offer nail polishes among their product lines. With a focus on sustainability and consumer health, they appeal to those who are eco-conscious.
  • Procter & Gamble: As a key player with strong distribution networks, Procter & Gamble delivers a variety of nail care products including nail polish through its well-established brands.
  • Kiko Milano: This Italian cosmetics brand stands out for its expansive selection of fashionable nail polishes. With its finger on the pulse of beauty trends, Kiko offers a mix of classic and contemporary shades.
  • Deborah Milano: Representing traditional Italian elegance, Deborah Milano provides a spectrum of nail polishes known for their vibrant colors and long-lasting wear.
  • Layla Cosmetics: Specializing in nail care, Layla Cosmetics has made a name for itself with its high-quality nail polishes that include unique and intense colors.
  • Collistar: As a more general cosmetics and skincare brand, Collistar includes a selection of nail polishes within its array, known for their beauty-enhancing properties.
  • Pupa Milano: Pupa is an innovative Italian cosmetics brand that has become popular for its trendy beauty solutions, including a variety of nail polishes that follow the latest fashion.
  • Rimmel London, OPI, Essie, Sally Hansen: These are international brands that are well-known in the nail polish market. They cater to a wide audience by offering a plethora of options in terms of colors, textures, and formulations. With such a dynamic presence of both local and international companies, the nail polish market remains a testament to the evolving preferences and creative expression found in the beauty industry. Each brand offers something unique, whether it's a signature shade, a breakthrough formulation, or a commitment to ethical production, ensuring there's something for every consumer.
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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Nail polish is intended to beautify, as a cosmetic product, or to protect and fortify nails, sometimes also serving a nourishing function. It is applied with a brush of various sizes built into the cap of the nail polish bottle, and then it takes a few minutes for the polish to dry (even longer for designs); some nail polishes can also be applied as gels and then cured with UV or LED light. In general, auindi, nail polish is part of the cosmetics segment, more specifically the make-up category.

The different target people and outlets in the nail polish market are both individuals and cosmetic professionals such as beauty salons or nail bars.

The global nail polish market is expected to grow at a rate of 11 percent until 2027. The growing popularity of social applications among the young population is expected to fuel demand over the forecast period.

In 2022, nail polish consumption in italy ammpned 62.1 percent of total hand product consumption, the latter amounting to 206 million euros. In Italy, the enamel market is very dynamic and competitive. It is driven in particular by the latest innovations in terms of textures and finishes (also available in nail bars), or the latest more ecological and sustainable innovations.

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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. :

KIKO Milano
Deborah Group Srl
Collistar SPA
Lyla Cosmetics
Rimmel London (Groupe Coty)
ESSIE (L'Oréal Groupe)
L'Oréal Italia

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