A business worth up to $300, this nail artist almost made TikTok users collapse

Let’s take a look at this set of nail art styles.

It is hard to imagine who has such superb painting skills. Let’s continue reading.

When it comes to manicure, I believe that many girls like it as much as lipstick and bags. Not only women, but with the development of the times, men will also choose to express their personalization through manicure.

As the next niche market for beauty products, the global nail art market has experienced explosive growth in recent years, and even social platforms such as TikTok have become a hotspot for nail art enthusiasts. Wearable nails have become a favorite among women due to their portability, fashion, reusability, and flexibility, as well as their high quality and low price.

On TikTok, the hashtag #nails has accumulated hundreds of billions of views, and the related tags #nailart and #naildesigns for personalized nail designs have been played 43.4 billion and 7 billion times respectively. This popularity is simply unmatched.

Among them, Asian American Vivian Xue Rahey (@vivxue) is one of the artists and influencers sought after by many TikTok users. She is also the CEO of the brand Pamper Nail Gallery. For her 2.8 million followers on TikTok, the jaw-dropping designs she creates on her fingertips are undoubtedly unique.

In fact, Vivian Xue started her career by founding a software technology company, and doing manicure was just a hobby for her to relieve stress in her free time. Unfortunately, Rahey had to close the company during the epidemic, which also gave her time to focus on manicure. When she found that she could create almost identical effects based on the pictures she liked, her skills and passion eventually prompted her to open the company Pamper Nail Gallery.

TikTok, more than any other form of social media, is her go-to platform for nail art. With an incredibly small paintbrush, Rahey is able to recreate just about anything, which isn’t something anyone can do.

The video performance is also very good. The number of views of each video is basically between 100,000+ and several million, with an average of 1.9 million views, and the interaction rate data is also impressive.

The novel and unique form of nail art content, combined with anime characters or celebrities for customized nail art, has a strong visual impact and novel elements that arouse the interest and resonance of users. This is also an important reason why @vivxue can achieve success on TikTok.

By using popular nail art-related topic tags, Vivian Xue Rahey continued to attract waves of potential users who were interested in nail art, thereby further increasing the exposure of the video.

“Not everyone has the time or ability to sit there for hours,” Rahey explains. “If it’s a portrait, it can take days.”

But Rahey enjoys it and has been constantly challenging his creativity, giving full play to his advantages in nail art content creation, and his products are constantly being updated.

The artist also has a unique way of finding inspiration: "If I happen to be watching a certain movie or I'm obsessed with a certain movie recently, it can inspire me to create something."

For example, this viral video of her Shrek-themed nail art set has over 16.4 million views and 3.5 million likes. A user-requested nail art video inspired by the dream sequence from the movie Coco has garnered 12.9 million views.

In April 2023, Rahey's re-creation of Howl's Moving Castle animated nail art video received 3.6 million views and 855,200 likes.

There are also nail art creations themed on The Lion King, Sirius Black, and The Little Mermaid…

Apart from this, Rahey is also keen on replicating the packaging designs on cans or bottles.

During the epidemic, she painted the packaging of Lysol household cleaner on her nails, which successfully attracted the attention of American rapper Snoopdogg.

At one point, Rahey was obsessed with cocktails and hot sauce, so she drew the packaging on her thumb, creating a Skittles video that has been viewed 27.6 million times directly on TikTok.

Such amazing creativity...even netizens couldn't help but praise his talent.

It’s incredibly creative to think that these aren’t just nail art, but true art.

Some netizens even said, "How come this isn't viral?"

After becoming popular on TikTok, Rahey started getting some pretty crazy requests for nail designs.

Rahey said she was shocked to hear users ask her to do nails on dead bodies.

Some users also asked to make brochures for them, wedding-related couple photos, etc. One father even sent 40,000 photos of his daughter growing up and asked Rahey to customize a nail art for his daughter. In addition, Rahey is often asked by users to create art works inspired by movies.

Rahey and brand Pamper Nail Gallery developed a close connection based on their shared passion for these creative wearable nails.

“The reality is that the process of creating these miniature works of art is very painstaking and tedious, which is why our prices are higher,” Rahey said.

Let’s take a look at the nail products of @vivxue store. The overall style of the website is more like Instagram’s European and American style, and the average customer price of nail products ranges from US$49 to US$299.

Supports customization of various anime characters, art buildings, portraits, and 3D animations.

The customization process is also very clear: purchase - measure the nail size after receiving the size kit - start making after receiving the information. In addition, according to the brand's website, a set of manicure can usually be worn 10 times.

In addition, there are various nail art series available for users to purchase directly.

Vivian Xue Rahey's overall monetization strategy is very clear, as she reaches consumers quickly and directly through TikTok and then directs traffic to the independent site. Her unique brand image is also deeply rooted in the hearts of users.

Another TikTok blogger, @thenailaddict, also attracted 2.1 million followers through creative hand-painted nail designs.

But in her shop, she mainly sells nail polish, nail brushes, gel polish and other nail tools, and has not yet launched a customized business section.

Facts have proved that even after such a long period of popularity, there is still a huge market demand for nail art. The characteristics of low cost and high price have made it a highly profitable industry. Overseas, especially in Europe and the United States, the penetration rate of nail art is extremely high. In China, there are many factories that make wearable nails, with obvious supply chain advantages. While the market is not yet saturated, sellers may wish to take a closer look.