Online nail sales soar during Covid-19 lockdown

Researchers have reported a surge in online nail product sales with consumers turning to at-home manicures whilst salons are closed amid the COVID-19 pandemic.

According to The NPD Group, online sales of prestige nail products in the UK increased 12% in the week beginning 16th March, when the general public were instructed to work from home and implement social distancing. Following the government order for all non-essential businesses – including salons – to close in the week beginning 23rd March, online sales of prestige nail products increased 24% compared to the same period in 2019.

In the week beginning 23rd March, consumers spent £23,000 online buying prestige nail colours, which have an average price £14.69. Sales of base coats/topcoats increased 102%, whilst sales of colour nail enamel increased 18% and sales of nail care increased 13%. 

During this period, pink, red and beige were the top three most popular shades with the top five best-selling prestige nail colours (in alphabetical order) being:

Commenting on the rise in online sales of nail care products, Emma Fishwick, account manager at NPD UK Beauty, says:

“The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘COVID-19 Lipstick Effect'. Consumers are increasingly turning to self-care and home based beauty treatments like at-home manicures to improve wellbeing and boost their mood. An application of nail polish is quick, simple and provides an instant result.”