Online sales for nail products boom

Amidst the COVID-19 pandemic, sales of online nail products reported double-digit growth in the UK's first weeks of lockdown.

According to The NPD Group, sales of prestige nail products online increased 12% in the week beginning 16th March 2020, when the general public were instructed to work from home and avoid pubs and restaurants, as well as implement social distancing.

In the week beginning 23rd March 2020, following the government order for all non-essential businesses to close, online sales of prestige nail products increased by a further 24% compared to the same period in 2019.

With nail salons and beauty businesses closed, it seems UK consumers have been turning to at-home manicure rituals to maintain their nails and boost their mood. In the week beginning 23rd March 2020, consumers spent £23,000 online buying prestige nail colour.

Sales of base coats/topcoats increased 102%, sales of colour enamel increased 18% and sales of nail care increased 13%. During this phase of lockdown, pink, red and beige were the top three most popular shades.

Commenting on the findings, Emma Fishwick, account manager for NPD UK Beauty, says: “The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘COVID-19 Lipstick Effect'. Consumers are increasingly turning to self-care and home based beauty treatments like at-home manicures to improve wellbeing and boost their mood. An application of nail polish is quick, simple and provides an instant result.”