Press-On Nails: The Rising Trend Shaking Up the $36B Salon Industry
The nail care industry is witnessing a significant shift. Press-on nails are gaining popularity at an unprecedented rate, posing a potential threat to the traditional billion-dollar salon business. Market analysts suggest that press-on nails are “coming for the billion-dollar nail salon business” as consumers are increasingly seeking affordable alternatives to pricey gel and acrylic manicures.
Driving this trend are celebrity endorsements. Stars like Megan Fox and Kate Hudson are opting for press-on brands such as the Los Angeles-based Lost Angels Nails. This brand offers designs that mimic “your Pinterest mood board” for a mere $20. The brand, the brainchild of Amazon veteran Morgan Lustig and celebrity nail artist Brittney Boyce, recently made its retail debut with Urban Outfitters as their first partner.
The global nail care market, which was valued at $24.9 billion in 2025, is projected to skyrocket to $36.1 billion by 2035. The momentum behind press-on nails is fueled by their affordability, ease of application, and wide availability across online channels. Industry data reveals that subscription-based nail care services saw an 18% surge in 2025, while hybrid nail polishes that blend traditional and gel characteristics experienced a 22% adoption rate increase in 2024.
Even established salon brands are jumping on the bandwagon. Paintbox, known for its champagne-accompanied bespoke manicures since 2013, launched a custom press-on offering this year. In a testament to their mainstream appeal and growing market significance, press-on nails featured alongside premium beauty products on Google’s Holiday 100 list of most-clicked products globally this week.
Source: Business of Fashion