Are Nails the New ‘Lipstick Effect?’

Our current news cycle is a mix of micro trends and breaking news, but it’s the posts about the virality of “jammy nails” and “strawberry glazed donut” manicures that are dominating in 2024. This summer, Olympic coverage highlighted nail art from athletes like Sha’Carri Richardson, Suni Lee, and Noah Lyles. Nails are everywhere. In today’s content-thirsty climate, even a decorative manicure can make headlines, as seen with Blake Lively’s micro-floral designs during the press tour of It Ends With Us.

Small Luxuries in Tough Times

The Lipstick Effect refers to the tendency for people to indulge in smaller luxuries, like lipstick, during economic downturns. The term originated during the Great Depression when lipstick sales surged by 25 percent as people sought affordable indulgences. Some consider lipstick sales to be an economic indicator. Given the unmatched interest in nail content over the years, could nail designs be the new Lipstick Effect?

“I think that the reason people turn to their nails during economic uncertainty mirrors the reasoning for the ‘lipstick effect,’” says celebrity manicurist and imPRESS brand ambassador Tom Bachik. “Manicures can be an affordable luxury when done right. You can see runway looks, and even though you can’t afford the luxury clothes, shoes, or bag, you can at least replicate the look in some way on your nails.”

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A Shift Toward Self-Care

The growing interest in nail services indicates a shift in how people view small luxuries. Instead of accumulating more beauty products, many are turning to nail services as a form of self-care. Jim Swift, CEO of Buxton, a consumer analytics company, notes, “Recent data suggests an intriguing shift towards salon services as a modern equivalent to traditional beauty luxuries.” This implies that while spending on traditional beauty products remains stable, there is a growing trend toward salon experiences, particularly in certain regions.

According to NewBeauty’s BeautyEngine survey from August 2024, a significant majority of respondents—64.5 percent—view spending on nail services as a small luxury or treat. This supports the notion that people often turn to more affordable luxuries, like a fancy tube of lipstick, when they need to cut back on larger expenses. Despite potential economic pressures, more than a third of (33.1 percent) respondents say they’ve increased their spending on nail services over the past year.

Specifically, 28.8 percent say they have kept their spending levels on nail care the same, while 33.1 percent have somewhat increased their spending in this category, and 21.8 percent have significantly increased it. These numbers show that people continue to prioritize their nail services, even when considering other areas of spending.

An Affordable Indulgence

Accessibility is a key factor in the rising popularity of nail services. “While it’s clear that wealthier individuals consistently patronize salons, the increasing preference for salon services in certain areas might indicate that these personal-care rituals are stepping in as the new affordable luxury for some consumers,” says Swift.

With more people viewing nails as a luxury item, popular designs and treatments reflect broader beauty trends. “People tend to tone down the art a bit in economic downturns but still want to showcase their personality one way or another,” notes Bachik. “While not many people are going wild with designs right now, they’re still opting for fun nail looks. People often reach for brighter colors to brighten their outlook. As we move into fall and winter, expect many dark shades to have bright undertones.”

Bachik says nail art trends often mirror the fashion world, and we’re going to see an emphasis on less is more. “Micro flowers and mini stripes are popular for adding a simple yet stylish pop. These trends are all about subtlety, allowing individuals to express their personality without going over the top.”

Conclusion

In conclusion, the rise of nail services as a luxury item and the growing interest in nail designs suggest that nails may be the new “lipstick effect.” The affordability and accessibility of nail services, combined with the increasing preference for salon experiences, indicate that people are turning to nails as a way to indulge in small luxuries. As the beauty industry continues to evolve, it’s clear that nails will remain a staple in many people’s beauty routines.

FAQs

Q: What is the Lipstick Effect?

The Lipstick Effect refers to the tendency for people to indulge in smaller luxuries, like lipstick, during economic downturns.

Q: Why are people turning to nail services as a form of self-care?

Many people are turning to nail services as a way to indulge in small luxuries and prioritize their self-care. Nail services provide an affordable and accessible way to treat oneself and feel pampered.

Q: What are the most popular nail trends for fall and winter?

According to celebrity manicurist Tom Bachik, micro flowers and mini stripes are popular for adding a simple yet stylish pop to nail designs. Dark shades with bright undertones are also expected to be popular during the fall and winter seasons.

Q: How does the rise of nail services affect the beauty industry?

The rise of nail services is a significant shift in the beauty industry, as people are prioritizing salon experiences over traditional beauty products. This trend is expected to continue, with more people seeking out nail services as a way to indulge in small luxuries.