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The Economics of Gel Polish: Market Trends and Consumer Behaviour

The Economics of Gel Polish: Market Trends and Consumer Behaviour

The beauty industry, particularly the nail segment, has seen stellar growth over the past few years. Gel polish has surged in popularity, becoming a go-to for those seeking durable and glossy nails. But what has driven this growth? And why? What can you expect next from Glitterbels? Let's find out… 

Market Trends

The global gel polish market has been growing steadily, fuelled by a rise in consumer interest in nail art and long-lasting manicures. Data from HTF Market Intelligence indicates that this growth is set to continue, with gel polish playing a major role. Known for its longevity and brilliant shine, gel polish has captured the hearts of many looking for a glossy, professional and long-lasting finish.

A few reasons behind the rise of gel polish include:

  • Longevity and Durability: Gel polish can last up to three weeks without chipping, which is perfect for those with busy lifestyles.
  • Aesthetic Appeal: The high-shine finish is something regular, DIY treatments struggle to match.
  • Innovative Formulations: New gel polish formulas have made application easier and gentler on the nails.


Consumer Behaviour


Today’s consumers are leaning towards more personalised and premium beauty experiences. They’re not just buying a product; they want the full package. They prefer brands that match their values, especially regarding sustainability and health. The demand for products free from chemicals like HEMA (2-Hydroxyethyl Methacrylate) is a clear sign of this trend.

A study on LinkedIn highlights that consumers are becoming more aware of the ingredients in their beauty products. This heightened awareness has pushed brands to develop safer and more effective solutions.

Glitterbels: A Trailblaser in Innovation


Glitterbels has been leading the charge in this innovative landscape. Many of our older customers will know that we started in 2017 as an acrylics brand. That's where the market was at then but, over time our brand has consistently evolved to meet market demands and consumer preferences. For instance, one of our proudest moments was the creation of HEMA-free gel polish and, more recently, builder gel.

HEMA-Free Formulations

HEMA is a common ingredient in many gel polishes but can cause allergic reactions in some users. Recognising this issue, Glitterbels developed HEMA-free alternatives, allowing nail technicians to offer safer options without sacrificing quality. This innovation has not only set a new industry standard but also highlights our dedication to consumer safety and well-being.

Product Innovation and Quality

We don’t just stop at safer formulations.  Gliterbels is renowned for its wide range of colours and finishes, catering to the diverse tastes of modern consumers. By continuously launching new collections and staying on top of trends, we ensure that nail technicians always have access to cutting-edge gel polish products.

Predictions for the Future of Gel Polish

The future of gel polish looks incredibly promising, so many brands, including ourselves are constantly innovating. As consumers continue to seek products that align with their values of health and sustainability, we expect a rise in demand for eco-friendly and vegan gel polishes. Additionally, technological advancements will likely lead to even longer-lasting formulations and more innovative application methods, reducing the time and effort required for a flawless finish. We think in the medium to longer term, customisable and interactive nail experiences, such as colour-changing or mood-responsive gel polishes, could also become mainstream, offering clients a unique and personalised touch.

The Journey Ahead

With the nail polish market continuing to grow and evolve, brands like Glitterbels are well-positioned for the future. The focus on safe, high-quality, and innovative products will remain crucial. We intend to broaden and deepen our product range as well as our training proposition. International plans? 2023 saw us launch in the USA - for 2024 - watch this space.