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The Brands Driving the Post-Pandemic At-Home Nail Boom

The shuttering of nail salons during the pandemic birthed a new sector of digitally-native brands selling at-home manicure kits. Three years later, category leaders are more than doubling sales as economic challenges permanently alter consumers’ nail care habits.

A photo of a person performing a manicure. — Olive & June is among the brands seeing explosive growth in the post-pandemic at-home nail market. (Olive & June )

Malique Morris

06 November 2023

BoF PROFESSIONAL

In 2019, six years after opening the first Olive & June nail salon in Beverly Hills, the brand’s founder Sarah Gibson Tuttle made something of a risky bet: She started selling products online that would allow clients to buy and do their own nails at home.

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The Manicure Gets a Makeover

As demand for nail products and services still lags behind 2019 levels, nail art and has proven to be a bright spot in the category.

Will the At-Home Manicure Survive the End of Lockdowns?

Kits for do-it-yourself manicures, keratin treatments, hair dye and more saw success in a world where salon doors were closed. Can they keep the buzz going?

New Nail Services Offer Polish Without the Price

In an industry once ruled by polar opposites — the cheap and the extravagant — a growing number of entrepreneurs are making upscale manicures more accessible.

About the author

Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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