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Summary of our market study
The French market for nail products is estimated at between €50 and €60 million.
The global nail polish market is a segment of the make-up category within the cosmetics industry. It is estimated at over $10.5 billion.
Trends in the French nail polish market
The global beauty market declined by 8% in 2020 due to the health crisis. The market for nail products fell by 10%, but remained one of the least affected compared to other beauty segments.
This is due to the growing popularity of semi-permanent nail polishes and innovative offers. Traditional liquid nail varnishes fell by 17.4%, but remain the most widely consumed by French women, ahead of semi-permanent and UV gels, gels and acrylics.
This market, which once represented a social class, has been revolutionized by the advent of nail art. This creative movement first enjoyed great popularity in Asian countries such as Japan and Korea, before spreading to Western cultures via online platforms.
The annual budget allocated to hygiene and beauty products by consumers has fallen by around 9.1% (a drop of around 20 euros). The frequency of purchases also fell by around 2.5%. Influences such as the "no makeup" trend and "deconsumerism" played a role. 22% of those surveyed admitted to having simplified their beauty routine.
Nail polish products are complemented by a variety of associated items, such as removers, care products, accessories and electrical equipment needed for application and maintenance.
Basic products can be found for under 5 euros, while high-end brands can charge up to around 30 euros per unit. Some products cost up to 350 euros per liter.
Main market players in the nail polish industry
- L'Oréal: Its product lines go beyond simple nail polish and encompass the skin care, hair care and make-up sectors.
- OPI: The nail polish specialist
- Essie: the favorite brand of nail polish lovers
- Peggy Sage: a blend of tradition and innovation
- Kiko Milano: brings an Italian touch to the nail polish market thanks to
- Chanel and Dior: the height of luxury in nail esthetics
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
The application of nail polish is intended to beautify and protect the nails. It is usually applied with a small brush integrated into the cap of the varnish bottle, then it takes a few minutes for the varnish to dry; some varnishes can also be applied in gel form and then hardened with a UV lamp.
Nail polish is part of the cosmetics segment, and more precisely of the makeup category. The latter also includes eye shadows, foundations, powders, blushes, mascaras, lipsticks. The nail polish market is a sub-segment of the nail market whose scope extends to the activities of professional salons or the sale of nail polish removers.
The different targets and outlets of the nail polish market are private individuals as well as cosmetic care professionals such as beauty salons or nail bars. The professional in charge of taking care of the nails is a nail technician.
The global beauty market has experienced a decline of 8% in 2020 due to the health crisis and the nail polish sector has not escaped the trend. Indeed, a 10% decline in the market for nail products between 2019 and 2020 has been noted. This segment is among the markets most spared by the crisis in the beauty sector, unlike those of lipstick or complexion products for example.
Nail polish, considered in the past as a marker of social class, has been democratized since the 2010s, with the rise of nail art in particular. Nail art is the art of decorating nails with a range of accessories. The rise of nail art was first made in Asian countries, such as Japan or Korea, but it has been exported throughout the world, to the United States and Europe, especially through the Internet. The nail art can be done as much on the hands as on the feet and it doesn't matter if it is on natural nails or on false nails.
In France, as in the world, we observe a decline in demand for cosmetics and nail polish is not escaping with a decline of 15% in the number of users in 5 years. However, this market remains interesting with dynamic branches, such as semi-permanent nail polish, which is now available to individuals and is increasingly popular in beauty salons. Nail art can be done alone by getting the right equipment and looking at models on the internet (on YouTube, Instagram, Pinterest, Facebook, or on specialized blogs for example), but it can also be done in an institute for a few euros. These two factors have also contributed to the emergence of nail bars.
Nail care is also an interesting branch, since nail care in general will account for 47% of the cosmetics market's turnover in 2020, and with the emergence of the nail bar, it will be possible to increase this figure.and with the growth of gels or semi-permanent nail polish techniques, which are more likely to damage nails, consumers are increasingly turning to nail care products.
List of charts presented in this market study
- Nail polish market size in value and forecast
- Annual growth rates for cosmetic products
- The main players in the cosmetics market by turnover
- Average annual budget for hygiene and beauty
- Annual purchase frequency of hygiene and beauty products
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Latest news
Sephora downsizes in China after leaving South Korea - 22/08/2024
- - Sephora is shedding "just under 3%" of its workforce in China, or around 100 jobs.
- - Sephora has around 400 stores in Asia, including 300 in China.
- - Founded in 1968 and acquired by LVMH in 1997, Sephora set up in Beijing in 2005.
- - Sephora is the number one retailer of high-end beauty products in the United States.
- - The company is targeting sales of "20 billion euros".
- - Sephora's operations in China would have generated combined losses over 2022 and 2023 of $46 million, according to annual reports from Shanghai Jahwa United Co. Ltd. which holds 19% of its business on the mainland.
- - Sephora recently reduced its presence in South Korea and withdrew from Taiwan.
- - The brand is a significant contributor to LVMH sales, second only to Louis Vuitton (over 20 billion in sales).
- - Sephora has estimated sales of over $12 billion, according to Bernstein.
Beauty franchises: L'Onglerie acquires Maison by V - 20/02/2024
- - L'Onglerie has 110 franchised boutiques.
- - Nice-based Maison by V has 36 nail bars, 13 of which are subsidiaries.
- - L'Onglerie and by V have combined sales of 18 million euros.
- - They employ over 500 people
- - Every year, L'Onglerie welcomes between 200 and 250 people for training courses.
- - L'Onglerie was the first in France to import the American technique of nail prosthesis in 1983.
- - CEO Angélique Gascoin was a former L'Onglerie franchisee who bought out the previous management in 2021.
- - The newly acquired company, Maison by V, was not doing very well financially
- - L'Onglerie's consumer range will be available in major perfume chains and selected beauty salons from summer onwards.
Groupe Rocher's low-carbon strategy recognized by ESSEC business school - 15/02/2024
- Groupe Rocher becomes the first Company to Mission in 2019.
- Groupe Rocher was awarded the Essec Grand Prix for Responsible Commerce in the "Reducing environmental impact" category.
- The group has 16,000 employees.
- The group achieved sales of around 2.4 billion euros.
- The group has embarked on an industrial reorganization plan involving the loss of 300 jobs in Brittany
- . The group's Ploërmel plant, which employs 90 people, has been put up for sale.
Guillaume Darrousez (Yves Rocher): "Make the brand more profitable, desirable and sustainable" - 10/12/2023
- Yves Rocher has achieved sales growth of +9.4% in 2022.
- There are a total of 2,300 Yves Rocher stores worldwide, including : - 660 in France - 400 in Russia - 240 in Turkey
- 90% of Yves Rocher stores are franchised or managed.
- Groupe Rocher achieved sales of €2.4 billion in 2022, down 14% over two years.
- The total number of sales outlets (boutiques and resale outlets) is 5,800, representing two-thirds of the Group's business.
- Digital sales account for 10% of Group sales.
Sephora to rapidly increase sales from 12 to 20 billion euros - 23/10/2023
- Sephora is the world leader in selective perfumery.
- LVMH has owned Sephora since 1997.
- The Sephora store on the Champs Elysées welcomes 10,000 visitors a day.
- The global beauty market grew by 6% last year to reach 250 billion euros.
- Sephora has forecast 17% growth by 2022.
- The brand has 2,700 stores.
- By 2022, according to analysts, Sephora has almost reached 12 billion euros in sales.
Beauty: how Sephora is expanding in the United States - 07/10/2023
- America is its first market
- The French group opened its first store there twenty-five years ago
- Today, it has 658 directly-operated stores on the American market, including 22 in New York
- Sephora is present in 35 markets with 2,700 stores
- A $430 billion industry according to McKinsey
- The United States will consolidate its position as the world's leading beauty market, growing from $70 billion in 2022 to around $100 billion in 2027 (McKinsey).
- The brand contributes 20% of LVMH sales and 12% of the Ebit of the number one in luxury goods.
- sephora is America's leading selective retailer.
- American retailer Kohl's, which has stores in 29 states, partnered with Sephora in 2020, and they share 862 "Sephora Kohl's".
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the nail polish market | France
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