The beauty and nail art trend has become popular among European and American millennials.

The demand for women’s hair and manicure surges

Under the epidemic, the "lipstick index" has a new alternative - the "nail polish effect". In Europe and the United States, the cost of manicure is high, with the average price of a manicure being $60 . Due to the epidemic, offline nail stores have stopped operating , and many consumers choose to buy nail products online, which can not only meet demand but also greatly reduce costs .

Therefore, DIY manicures have become popular in Europe and the United States, especially among millennial consumers . The "lipstick index" that emerged during the economic crisis has gradually been replaced by the "nail polish effect" . According to the Kantar Worldpanel, the nail polish category grew by 179% year-on-year in February 2020.

According to Market Research Future, the global artificial nail market is expected to grow by 4.5% to a valuation of $1.2 billion during the forecast period from 2019 to 2024. The consumer market for nail polish is Europe and the United States, with the United States being the main consumer , accounting for more than half, and the European market is mainly concentrated in the United Kingdom , France and the Netherlands.

Data shows that online interest in beauty and cosmetics products on Italian portals has increased by 40.2% . Online searches for hair dye products increased by 264.0% in 2020. At the same time, hairdressing - related shopping also involves accessories , styling products , hair care and hairbrushes , with increases of   86.1% , 76.9% , 48.8% and 8.2% .

The popularity of hairdressing, hand care and manicure has doubled online , and by 2020, consumers' interest in nail coloring and nail care at home reached 170.3% . At the same time, consumers' demand for perfume is also growing, with searches for men's perfume increasing by 26.0% and women's perfume increasing by 22.8% .

Men's beauty is also a hot topic

If the social isolation policy of the epidemic has given women more time to focus on beauty , hair and nail care, then for men , promoting beard growth and increasing male charm by growing a beard is also one of the hot spots, but most men still buy razor-related products to clean their beards. In 2020, online interest in Beard Products increased by 70.9%.

In addition to beard grooming products, men’s skin care products are also included in the hot-selling items. It is reported that 36.4% of users who search for beauty and cosmetics online are men.

K-Beauty and organic cosmetics are the new beauty trends

K-Beauty or Korean Beauty has also become popular in Europe and the United States . This is a type of Korean cosmetics that combines the habits of Korean women. Because such products are targeted , natural and healthy, they are favored by European and American consumers.

During the pandemic, Italian consumers ’ interest in Korean beauty routines surged by 134.8%, while interest in natural and sustainable cosmetics also saw incredible growth , with online interest in all skincare products actually increasing by 126.0%.

One of the definite advantages of buying K-beauty products online is that you can save money and purchase high-quality cosmetics at affordable prices that are made up of natural ingredients and designed for all skin types .

Although the epidemic has not been fully controlled in 2021, there is still a huge market for online beauty, hairdressing and nail products, and millennials' enthusiasm for this category has only increased.

Beauty and Manicure

Millennials

Europe and America