“An interest in health is still novel in the nail care space. In place of nail polish, consumers are turning toward a new category: nail wellness.”

“The allure? Nourished, natural nails without the potential pitfalls of polish.”

“To me, there’s nothing chicer than a shiny, buffed nail. It’s like no-makeup makeup for your hands: It says, I put time into my appearance, but I’m not trying to cover anything up.”