Nail Industry – a growing market

Although the European nail market is not regulated it has a success story to tell.  Just over 25 years ago, the first nail salons started in Europe. Today the owners of these nail salons are the market leaders of the European Nail Industry: Alessandro with Silvia Troska, Magnetic Nails with Mey Liang, American Nails with Ileana Schnell as well as OPI with Paul and Anja Happé, just to name a few are all entrepreneurs that have made their success in the European nail industry.

Today the German market alone generates a sales and service volume around 4 billion Dollars with about 100,000 nail technicians working either in their own salons or offering service at home. Because of the unregulated market in Europe it is relatively easy to start this exciting career, but for you as an international company you could (and should) offer them training programs for future customers and clients. In addition to product sales, there is a considerable sales potential in education and training of qualified nail technicians with traditional methods successful in other countries.

Comparing these figures with those of international markets it becomes apparent that the European nail market is strong in sales volume generated and offers product and educational companies considerable growth potential. (i.e. Sales volume generated per nail technician annually:  US app. $ 17,500 p.a. compared to approximately $ 40,000 p.a. in Europe.)   

Europe is traditionally a Gel-Market. More then 80% of the nail salons offer services with this product group. The powder/liquid share is still underdeveloped and has much potential for manufacturers and marketers in this specific section of the market. Nail Art recently has been influenced by the eastern countries such as Lithuania, Russia and Ukraine. Whilst these countries excel in delicate designs and have found a community of fans, it is still little adopted in the everyday work of the nail salon.

Natural nail care, manicures as well as pedicures have been added to the service portfolio of the salons in recent years. But the product availability is still limited and many companies do not offer a range of products catering to this segment. Special custom service such as hot stone manicure/pedicure, sugar or salt scrubs, Anti-aging or hot oil treatment are being developed currently and will influence the services offered in the nail salons in the future.

Sale of nail polish has plummeted in the past five years, after full ranges of colored gels have been introduced to the market.  

The biggest advantage that the European market brings to the international nail industry is that products, once properly labeled and approved for sale can be sold to anyone, regardless of training level or business level. (No licensing requirements) There is a considerable size shadow market that purchase products for their own use and offer services from home.