Nail Salons NAICS 812113

Jan 27, 2026 - Dry Manicures Drive Growth

• Nail salons benefited from strong, service-led demand growth in 2025, according to GlossGenius data in American Salon covering roughly 100,000 US beauty and wellness professionals. Nails ranked among the fastest-growing service categories, led by a major shift in client preferences toward waterless treatments. Bookings for dry manicures surged 150% year over year, as clients increasingly requested lotions, oils, and heat treatments instead of traditional soaking. Higher-value and specialized offerings also gained traction, with cat-eye nails up 81%, hard gel services rising nearly 70%, gel manicures increasing 66%, and advanced nail art (Level 3) growing 64%. The data suggests consumers are prioritizing technique, customization, and perceived nail health rather than basic maintenance. For US nail salons, these trends point to opportunities to drive revenue through premium services, skill-based differentiation, and updated service menus aligned with evolving client expectations.
• US consumer confidence weakened sharply in January, creating a more cautious demand backdrop for nail salons and other discretionary personal services. The Conference Board Consumer Confidence Index fell 9.7 points to 84.5, its lowest level since 2014, while the Expectations Index dropped to 65.1, well below the 80 threshold that often signals recession risk. Consumers’ views of current conditions also deteriorated, with the share saying jobs are “plentiful” falling to 23.9% from 27.5% in December. Planned spending on services over the next six months weakened, with fewer consumers saying “yes” to services purchases and more shifting to “maybe.” Although beauty and personal care remained among the top planned service categories, overall behavior continued to favor “cheap thrills” and necessities over higher-frequency discretionary visits. For nail salons, the data points to increased price sensitivity, more appointment deferrals, and potential pressure on visit frequency despite underlying category relevance.

• Boulevard’s 2025 consumer survey highlights how Gen Z and Millennials are reshaping the salon and spa industry, with digital engagement now central to client acquisition, according to Salon Today. Some 55% of Gen Z and 47% of Millennials say Instagram or TikTok activity is very or extremely important in deciding where to book, and 20% of Gen Z look to social media first when choosing providers. Convenience is also important: 67% of Gen Z and 64% of Millennials have abandoned spas and salons due to clunky online booking. Loyalty hinges on personalization, with 66% of all respondents citing remembered preferences as essential and 55% expecting tailored add ons or memberships. Service quality remains decisive, as 71% would not return after poor results or negative staff interactions. Communication expectations are also shifting, with 41% of clients expect same day follow ups, and 44% prefer texting. For nail salon operators, these data points underscore the need to integrate seamless digital booking, personalization, and proactive communication into core business strategy.
• According to the latest ISM Services PMI Report, executives in the Other Services industry, which includes providers of nail care services, reported decreases in business activity and order backlogs while reporting increases in new orders and prices paid for materials and services in December. While five services industries reported contraction in December, 11 industries reported growth. Industries reporting growth during the period were Retail Trade; Finance & Insurance; Accommodation & Food Services; Transportation & Warehousing; Arts, Entertainment & Recreation; Mining; Health Care & Social Assistance; Information; Wholesale Trade; Public Administration; and Utilities. Industries reporting contraction during the period include Management of Companies & Support Services; Professional, Scientific & Technical Services; Agriculture, Forestry, Fishing & Hunting; Educational Services; and Construction. Overall economic activity in the services sector continued to expand in December, registering 54.4%.