02.11.24
Manicures emphasizing meticulous cuticle work and longer-lasting finishes aimed to build longer, stronger natural nails are clawing their way to the top of nail search trends in the US.
According to New York City-based beauty trend tracker Spate, the top-growing nail service trends are Russian manicures and builder-in-a-bottle (BIAB) nails.
Builder in a Bottle Nails
Builder in a Bottle nails, also known as Biab nails, have an average of 18.9K monthly searches, with a +40.0% year-over-year (YoY) growth rate.
As its name implies, BIAB nails are intended to make manicures go the distance while encouraging strength and length of natural nails. The long-lasting alternative to the gel nails trend has low competition and one market leader, Madam Glam. The top questions searched alongside Biab nails are what is, what are, where, after, before, and how to remove. TikTok is fueling the trend's growth, with an average of 9 million views per week.
Russian Manicure
“The Nutcracker” had a Russian recipe. In the world of beauty, they’ve got a Russian manicure. By way of definition, a Russian manicure is a dry manicure, meaning no water is involved in the process, according to Spate.
Top search queries alongside “Russian manicure” are after, before, what are, versus and where, analysts say, denoting that consumers are eager to know what the service is and where to get it. Interestingly, Russian manicure hashtags peaked the week of Jan. 21, 2024, with 4.6 million views that week, demonstrating the trend’s current snowball effect. There’s currently no competition or market leaders.