Nail Care Products Achieve Over $1 Million GMV! The Trend of “Beauty to the Fingertips” is Sweeping TikTok US

As beauty enthusiasts place greater emphasis on their overall look and vibe, a single outfit or makeup look is no longer enough. Fingertip details are gradually becoming part of the overall aesthetic expression, serving as a key way to showcase individuality. This trend is fueling the continuous growth of the nail care market, helping it secure a place within the broader beauty industry. Recently, EchoTik data has uncovered a nail care trend on TikTok’s US platform, where several popular products have experienced high sales performance, with some boasting profit margins exceeding 80%!

Brother Cosmetics, a local shop, launched its nail care oil in March 2024 and has maintained high sales ever since. As of September 8, the product has sold 60,200 units, generating a total GMV of $804,300. In the past 30 days, sales have surged, exceeding 50,000 units and continuing to rise.

🔍 Want to see more product details and data? Click “Read More” or copy the link to your browser: https://echotik.live/products/1729439556006089237.

According to the product description, this is an organic nail care oil designed to enhance nail growth and strength while moisturizing the skin around the nails. The product is priced at $12.98, and based on EchoTik’s new feature “Find Stock,” which matches with 1688 sources, the wholesale price of a similar item is less than 2 RMB, resulting in extremely high profit margins!

Another popular nail care oil from local store Vamy Family is also flying off the shelves. In addition to basic care functions, it contains tea tree oil and antifungal ingredients to prevent infections and keep nails healthy while providing comfortable care. Due to these added benefits, it is priced higher at $20.50, while a similar product on 1688 is only 23 RMB.

🔍 Want to see more product details and data? Click “Read More” or copy the link to your browser: https://echotik.live/products/1729466000667349300.

Apart from basic nail care, nail art products are also trending on TikTok. In recent years, DIY nail art has become increasingly popular globally, leading to a surge in demand for at-home nail kits.

The classic French nail sticker set from local shop SXC Cosmetics has been well-received by buyers. These French nail stickers are easy to apply, requiring no trimming. Simply apply a base coat and they can be securely affixed to the user’s nails. The set includes nail tips, base coat, nail file, rhinestones, and stickers, allowing consumers to create their own French manicure.

🔍 Want to see more product details and data? Click “Read More” or copy the link to your browser: https://echotik.live/products/1729466000667349300.

As of September 8, 2024, total sales of the nail kit reached 2,800 units, with a GMV of $84,300. Nearly half of the sales occurred in the last 30 days, and demand continues to grow. Based on 1688 sourcing, the product’s profit margin exceeds 50%.

Nail tool sets have also become popular on TikTok recently. The JODSONE nail kit includes 60 different colors of gel polish (matte and glossy), along with UV lamps and base coat tools. Since labor costs in the US are high, a single manicure session can be expensive. This DIY kit offers most buyers an affordable solution for basic nail care.

🔍 Want to see more product details and data? Click “Read More” or copy the link to your browser: https://echotik.live/products/1729429828014740406.

On TikTok, this product is priced around $35, while similar items on 1688 have a wholesale price of 100–150 RMB, with several differentiated variants.

According to research by GrandViewResearch, the global nail care products market was valued at $3.23 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 7.0% from 2024 to 2030. As awareness of nail health as an essential part of overall well-being increases, demand for products designed to strengthen nails, promote healthy nail beds, and prevent fungal infections has surged. Consumers are becoming more proactive about nail care, recognizing that it is not just about appearance.

As a result, the professional nail care market is experiencing rapid growth, including products like nourishing oils, strengthening nail polishes, and antifungal treatments. Additionally, the convenience of at-home nail care kits and the ease of accessing products through online and retail channels have dramatically altered consumer behavior in the nail care market. These kits offer a comprehensive solution for achieving professional nail care at home, catering to the growing preference for DIY beauty routines. With the broad availability of these products on e-commerce platforms and in brick-and-mortar stores, consumers can easily purchase a variety of nail care products.

The integration of convenience, variety, and access is driving the significant growth of at-home nail care, contributing to market expansion.

In terms of product insights, nail strengtheners accounted for 28.9% of the market share in 2023. Due to aging, nutrient deficiencies, frequent exposure to water or chemicals, and the use of artificial nails or harsh nail products, many people suffer from weak, brittle nails. This has created a vast market for nail strengtheners aimed at improving both the health and appearance of nails. As awareness of nail care as part of personal beauty routines increases, along with social media and beauty trends showcasing perfect nails, demand for nail strengtheners is expected to continue growing.

Demand for cuticle care products is also projected to grow at a CAGR of 8.9% from 2024 to 2030. Cuticles play an important role in protecting nails from infections and maintaining their appearance, but damaged or dry cuticles can lead to various nail problems. As consumer education on proper nail care increases, more people are recognizing the importance of maintaining healthy cuticles, boosting demand for cuticle care products. The rise of professional nail services has also highlighted the significance of cuticle care, leading many to seek at-home solutions.

From a consumer trend perspective, there are three key areas to watch:

1. Personalization: Modern consumers are increasingly seeking unique, personalized nail designs. The younger demographic, in particular, values personalized services, preferring creative and bold designs like artistic, 3D, and custom-patterned nails over plain, single-color manicures.
2. Health & Environmental Awareness: Consumers are paying more attention to product safety and environmental impact, favoring natural, organic, and non-toxic nail products (e.g., non-toxic nail polishes, peel-off nail polishes).
3. DIY & Convenience: The growing trend of DIY nail art has spurred the popularity of at-home nail kits. Especially during the pandemic, consumers leaned toward self-care at home, driving demand for convenient nail tools and products.

In summary, the global nail care market is facing many new consumer-driven demands and opportunities, as well as challenges such as fierce competition, especially price wars; increasing consumer demands for product safety, requiring brands to constantly update materials and technology; and stricter environmental regulations on nail product materials, driving up production costs.