Natural nail trend driven by Gen Z consumers, reports Mintel



The US nail care market is experiencing a significant shift as younger consumers, particularly Gen Z, embrace a more minimalist approach to nail care. According to recent Mintel data, 74% of Gen Z are paying closer attention to their natural nails than they were a year ago.

This trend is reshaping the way brands approach product development and innovation, with a strong focus on ingredient transparency, sustainability, and non-toxic formulations. We spoke to Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, to learn more about the natural nail trend and how it reflects the shifting attitudes of younger beauty consumers. 

The rise of minimalism and “quiet luxury” in nail care

The shift towards natural nails aligns with broader beauty trends of minimalism and “quiet luxury” that are gaining traction across various beauty categories. Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, noted, “We’re seeing a trend of ‘quiet luxury’ and minimalistic aesthetics on runways, in brand positioning, and in packaging,” and “this is also the case in the nail space, with neutral colors and bare manicures.” Further, she added, “this ‘neutrality’ aligns with premium looks, signaling precision, premiumization, and a focus on health.”

This inclination toward simplicity has not eliminated the demand for traditional nail polish. In fact, 55% of at-home nail care users still use nail polish, according to Mintel. However, brands are pivoting to offer products that reflect the evolving preferences of Gen Z, emphasizing non-toxic formulations and long-lasting performance.



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