Popularity of 'Home Beauty' Amid COVID-19... Domestic Self Nail Market Growing 50% Annually

The model is applying the 'Gel Nail Tip' released by Ohora. Photo by Ohora

[Asia Economy Reporter Moon Hyewon] As it has become difficult to visit nail shops due to COVID-19, the self-beauty trend continues even after the endemic phase. Consumers who easily and conveniently take care of themselves at home using beauty devices are steadily increasing.

According to the distribution industry on the 23rd, as of April, the sales scale of self-beauty products that can be used at home, such as skincare, nails, and hair, increased by about 80-300% compared to the same period last year. This figure is interpreted as evidence explaining the current beauty trend of the MZ generation.

The domestic self-nail market, which was worth around 80 billion KRW in 2019, has grown by more than 50% annually and is expected to reach around 300 billion KRW this year.

Burt's Bees' Lemon Butter Cuticle Cream.

As the popularity of self-nail care does not fade even after the endemic phase, the demand for related items is also increasing. Burt's Bees’ ‘Lemon Butter Cuticle Cream’ has become an essential item for the ‘self-nail tribe’ by preventing cuticle peeling and keeping nails moist when applied before and after self-nail care. Additionally, its refreshing lemon scent helps uplift the mood tired by the humid summer climate when applied to nails.

Ohora’s press-on gel nail tips, which changed the landscape of the self-nail market with ‘semi-cured gel nails,’ are made by curing actual liquid gel instead of the plastic commonly used in nail extensions. Compared to existing plastic sticker-type products, they offer better quality and feel, and are easy to create nail length and shape, gaining popularity recently among the ‘self-nail tribe.’

Buinix's nail dryer.

In the ‘home beauty device’ market, nail dryers stand out. As more people take on self-nail care using nail polish, the trend is to purchase nail dryers to enhance the completeness of self-nail care. Vunix’s nail dryer, which allows users to choose between warm air and natural air, is attracting attention among the ‘self-nail tribe.’

An industry insider said, “Recently, with the worsening COVID-19 situation again during the endemic phase, the growth of the self-beauty tribe is becoming more prominent.”