When I say the word nails, what is the first thing that comes to your mind? Sure, it could act as a reminder to trim or paint your own nails but it can also flash a series of loud, eccentric and OTT nails that you’ve been spotting on celebrity IG handles. As opposed to a few years ago, perking up the look and feel of your nails isn’t just limited to wearing some red nail polish or opting for a French manicure – it’s become bigger and better than ever before. Synonymous with art, ‘getting nails done’ is equivalent to painting different hues and carving designs and strokes of all kinds – pastels, electrics, neon as well as chic, edgy and pretty respectively. Besides giving you a run down of the current nail art situation, this entire phenomenon (of the nail art revolution) reveals one more very important thing – acceptance towards experimentation.
Founder of the White Door India, Sana Dhanani verifies the recent curiosity towards all things trendy nails as she says, “While nail art has always been around for a while now, with summer trends, the influence of Tik Tok and Instagram reels, and inspiration from all over the world, this nail art phenomenon has truly taken off. Nail art has previously been viewed as being time-intensive, hard to maintain ordeal, and reserved for special occasions. With the skill and technique that nail technicians have brought to the table in the recent past, this perception is greatly altered.” Founder of Geetanjali Salon, Sumit Israin reprises the vital role of social media yet again, “We have seen a gradual increase in the demand for nail art services PAN India. Interestingly social media has played a major role in getting the traction for nail art services. Clients are inquisitive about the nail art services we offer with different techniques, products and accessories. As a result, we have started investing in professional training for nail artists and setting up nail art sections at all our key locations.”
What’s Hot Now?
“Powdery pastels, earthy tones, and accent nail art are super trendy right now. Neon and ombre nails are also making a comeback to the space,” apprises Dhanani. Israni shares some additional observations, “French tip nails are trending with different lengths nail products such as acrylic, dip; gel French tip nails can be done a variety of ways with different colours and designs, aside from the traditional white. Searches for colour and glitter alongside French tip nails reveal that consumers want to bring colour into the classic style by swapping out the classic white tip for a pastel colour, silver or chrome.”
How Big Is The Shift?
“There is definitely a shift from chic, boring and elegant french manicures to OTT nails in most of the locations. Blings, metallic details, floral bling and 3D stickers are taking over social media feeds and we see a lot of millennials opting for such nail art styles, inspired by international celebrities and influencers,” says Israni. Dhanani, on the other hand, attributes some credit to runway fashion too, “I think international fashion weeks have always dictated the trends one can expect to see in the months to follow, this holds true even today. The more avant-garde the current fashion trends are, we see them catapult into the beauty space as well. There is no denying that there is definitely a Gen Z influence, while fashion is drawing from the 1990s and early 2000s, beauty inspiration from that time has also made its way to 2022.” Additionally, “Inspiration from shows like Euphoria has become somewhat of a reference point for a number of beauty trends in 2022. Poppy colours, retro motifs, intricate design, and embellishments are here and thriving,” she adds.
What Caused This Shift?
“I think the lockdown has definitely impacted the way people view themselves, they are now more than ever, willing to indulge in self-care and self-love. The emergence of short-form content on social media has also fuelled inspiration to create, innovate and rethink the norm. Individuals are now open to creating and carrying nail art that is representative of their personalities and not following the herd mentality. Gen Z also loves maintaining its aesthetics, both offline and online, which has created immense opportunity in the nail space,” explains Dhanani. “West has definitely influenced South Asian markets for nail bar set ups and spaces. Interestingly not just women but male clients are also opting for gel nail services in metropolitan cities,” cites Israni.
The Future Of Nail Art
“So far it’s one of the high ticket prices and repeat services we have seen in recent years. With growing demand and increasing awareness around nail services, there is a lot more we can do and we are planning to do and capture the market in all the cities,” shares Israni. “Much like any form of art, nail art is ever-evolving, open-to-interpretation, and extremely personal to an individual. At the moment, nail art is almost used as a canvas, an extension of one’s personality and it is extremely liberating. We’ve also seen innovation in the space happen at a rapid rate, from glow-in-the-dark nails to more elaborate and embellished sets. The more modern take on the french manicure has also been seen in recent times, using colours and fluid designs to elevate the classic, traditional look,” tells a futuristic Dhanani.
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