The nail industry has undergone a dramatic transformation over the past nine years. From shifting consumer preferences to groundbreaking product innovations, the industry has evolved into a space that values self-expression, sustainability and convenience. Social media trends, celebrity influences and technological advancements have reshaped the way people approach nail care and nail art.
At Ellement Co., we have been at the forefront of this evolution, adapting to changes and continuously innovating to meet the needs of modern consumers. In this blog, we take a deep dive into how the nail industry has transformed over the past nine years and how Ellement Co. has stayed ahead of the curve.
1. Nail Trends: Then vs. Now
Trends in the nail industry have always been cyclical, but the last nine years have seen a revolution in terms of design, colour choices and styles.
Then: Classic Manicures & Statement Nails
- In 2015, the nail industry was dominated by French manicures, solid pastel nails and bold accent nails.
- Coffin and stiletto nails were becoming increasingly popular, thanks to celebrities like Kylie Jenner and Rihanna.
- Matte Nails had a major moment, with brands launching matte topcoats to transform glossy polishes into velvety finishes.
- Nail art was detailed, often hand-painted and seen as an extra step rather than an everyday essential.
Now: Expressive, Trend-Driven Nails
- Nail trends today are all about personalisation, self-expression and experimentation.
- Minimalist nail art, chrome finishes, glazed donut nails and aura nails have taken over, with consumers preferring subtle yet artistic designs.
- Shorter, natural-looking nails are back in trend, replacing long acrylic extensions.
- Seasonal trends dominate the market, with nail colours and styles shifting rapidly based on viral social media trends.
How Ellement Co. Has Adapted?
At Ellement Co., we closely monitor evolving trends to ensure our product range stays fresh and relevant. We have introduced:
- A wide range of finishes, including metallic, glossy, glitter to cater to diverse preferences.
- Trend-forward collections inspired by global fashion, pop culture and viral social media trends.
- At-Home Gel Kits, making trendy gel nail looks more accessible and convenient.
2. Product Innovation: From Traditional Polishes to High-Tech Formulas
The beauty industry has always been driven by innovation and the nail segment is no exception. The past 9 years have seen a major shift from basic nail polishes to high-performance, long-lasting formulas.
Then: Traditional Nail Polishes & Acrylics
- In 2015, most consumers relied on regular nail polishes that chipped within days.
- Acrylic nails and gel extensions were the go-to options for those seeking longer-lasting manicures.
- Nail polish formulas often contained harsh chemicals like formaldehyde, toluene and DBP, which raised health concerns.
Now: Clean Beauty & Long-Lasting Formulas
- The rise of vegan, cruelty-free formulas has revolutionised the industry, making nail care safer and more ethical.
- Gel polishes and BIAB (Builder in a Bottle) gels offer chip-resistant, long-wear manicures without the need for harsh acrylics.
- At-home nail solutions like dip powder kits and gel polish kits have become more accessible, reducing the need for frequent salon visits.
How Ellement Co. Has Adapted?
We have embraced clean beauty and performance-driven formulas by:
- Developing a non-toxic, cruelty-free nail polish line that is free from harmful chemicals.
- Introducing gel polishes that offer long-lasting wear while maintaining nail health.
- Launching at-home gel manicure kits, allowing customers to achieve salon-quality results from the comfort of their homes.
3. Nail Care: Then vs. Now
As the focus on nail aesthetics has grown, so has the awareness around nail health and care.
Then: Minimal Nail Care Awareness
- Nail care was often overlooked, with most people prioritising colour over nail health.
- Cuticle oils and nail strengtheners were available but not widely used.
- Salons primarily offered basic manicures and acrylic fills without much emphasis on overall nail wellness.
Now: Holistic Nail Care Approach
- Nail care is now seen as an essential part of self-care routines.
- Cuticle oils, nail serums, and strengthening treatments have become mainstream.
- Consumers are more educated about nail health, opting for breathable formulas and nourishing ingredients.
How Ellement Co. Has Adapted?
We recognise the importance of nail health and have developed:
- Cuticle oil enriched with Vitamin E, Jojoba Oil, Argan Oil and Rosehip Seed Oil known for their nail strengthening and cuticle moisturising benefits infused with Lemon essential oil for its cleaning properties.
- Introducing healthy and effective gel polish, nail polish removal products for better nail health.
- A commitment to educating consumers about nail health through blog posts, tutorials and social media content.
4. The Impact of Social Media on Nail Trends
Social media has played a major role in shaping the modern nail industry. Platforms like Instagram and Pinterest have democratised beauty trends, making nail art more accessible than ever.
Then: Salon-Exclusive Trends & Word-of-Mouth Influence
- In 2015, nail trends were mainly driven by magazines, celebrity endorsements, and high-end fashion runways.
- People relied on salon professionals for nail inspiration rather than online content.
- Nail artists gained recognition through print media and word-of-mouth referrals.
Now: Viral Nail Trends & DIY Culture
- Platforms like Instagram, YouTub and Pinterest have made nail trends go viral overnight.
- Nail influencers and content creators share step-by-step tutorials, making DIY nail art more accessible.
- The rise of press-on nails and peel-off gels caters to the growing demand for quick, hassle-free manicures.
How Ellement Co. Has Adapted?
- We actively engage with our audience on Instagram, YouTube and Pinterest, sharing nail trends, tutorials, and product launches.
- Our products are designed to be DIY-friendly, making it easy for consumers to achieve professional-quality manicures at home.
- We collaborate with influencers and nail artists to stay ahead of trends and create content that resonates with modern consumers.
5. Sustainability in the Nail Industry
Sustainability has become a key priority in the beauty industry, and the nail sector is no exception.
Then: Limited Focus on Sustainability
- Nail products were heavily packaged in plastic, with little regard for eco-friendliness.
- Most nail polishes contained harmful chemicals that were not biodegradable.
- Salons produced large amounts of waste, including plastic tips, cotton pads and acetone removers.
Now: Eco-Friendly Innovations & Sustainable Beauty
- The industry has seen a major shift toward sustainable, non-toxic formulas.
- Brands are reducing plastic waste with recyclable glass bottles and eco-conscious packaging.
- Water-based nail polishes and biodegradable glitters have gained popularity as greener alternatives.
How Ellement Co. Has Adapted?
At Ellement Co., we are committed to sustainability and ethical beauty through:
- Non-toxic, eco-friendly formulas that prioritise nail health and environmental responsibility.
- Sustainable packaging solutions, including recyclable glass bottles and minimal plastic use.
- A commitment to cruelty-free and vegan beauty, ensuring that our products align with ethical standards.
The Future of Nails with Ellement Co.
The nail industry has evolved tremendously over the past nine years, and it's clear that innovation, personalisation and sustainability will continue to drive the future of nail care and nail art. At Ellement Co., we are proud to be at the forefront of this transformation, offering products that cater to modern consumers needs while staying true to our commitment to quality, safety, and sustainability.
As trends continue to evolve, one thing remains constant: Nails are more than just an accessory; they are a form of self-expression. Whether it's a bold statement manicure, a minimalist nude look or a vibrant seasonal trend, Ellement Co. ensures that you always have the best, most innovative products at your fingertips.
Your perfect manicure begins here.