Sticking Power: Why Nail Care Stopped Being Beauty’s Afterthought

For decades, the nail industry was relegated to the periphery of the beauty conversation. Viewed primarily as a service-dependent model dominated by salons and low-barrier-to-entry drugstore staples, the category lacked the premiumization and high-velocity brand-building momentum that defined segments like skincare or haircare. However, a seismic shift has occurred in recent years. Catalyzed by…