Big data insights reveal top nail polish trends and impact of “extreme realism” in virtual try-on solutions

16 May 2023 --- A new report by Perfect Corp. explores the top nail color trends of 2023 alongside evolving nail color trends across the retail landscape. The analysis is based on big data processed through the company’s YouCam Nails app, a consumer app featuring thousands of AR-powered filters that allows users to virtually try-on nail color and nail art effects in real time.

The report focuses on user data sourced from top global markets including the US, UK, France, Germany, Spain, Brazil, Mexico, China, Japan, UAE, Saudi Arabia, Bahrain, Qatar and Oman. It offers an analysis of the top global nail color finishes across cream, matte, jelly and sheer formats.

“Advanced virtual try-on technology powered by AI has revolutionized the nail color space,” comments Perfect Corp. founder and CEO, Alice Chang. “As we look to the future, these technologies continue to build upon a more engaged customer experience while providing brands with insights into customer needs and desires.”

During the COVID-19 pandemic, when many turned away from their typical beauty routines in favor of skincare and self-care, Perfect Corp. found that nail polish sales surged 24% as consumers opted for DIY at-home manicures as a way to boost their mood.

Globally and across many markets, neutral nail colors have emerged as the most popular and most-frequently tried-on shades.Nail color sales trends have since continued to rise, with the company citing an 18% boost in nail color sales when compared to pre-pandemic levels.

Neutral nails in vogue
Globally and across many markets, neutral nail colors have emerged as the most popular and most-frequently tried-on shades. Perfect Corp. data revealed a trend towards “edgier neutral tones,” with black nail polish taking the top spot as the most frequently tried-on shade globally.

This bold and versatile tone began to rise in popularity over the past year as celebrities stepped out at award shows and on red carpets wearing this striking nail color in both high-shine and matte finishes.

The trend toward neutrals observed in the big data continued with pearl white and sand colors also emerging as some of the most popular nail color shades globally.

In 2023, minimalist nail colors are trending with looks such as “glazed donut nails”, featuring white polish with a shiny, glistening finish, becoming a widely discussed style in the nail color world.

Black nail polish and light neutral shades were also confirmed to be top trending nail colors in regional data observed for US, UK, Germany, Spain, Brazil, France, Japan, China and Mexico.

Bold and beautiful reds speak loud
Red nails, such as Cherry, Crimson and Sparkle Red were also among the most popular nail color shades observed in the data, as this classic shade continues to trend with consumers globally.

These bold and confident tones emerged as top shades across all regions analyzed, with a significant trending popularity toward red shades and bright tones across the Middle East regions including UAE, Saudi Arabia, Bahrain, Qatar and Oman.

High shine, metallic and chrome tones such as Metallic Rose Gold, Foil Gold, and Foil Silver are trending.High shine, metallic and chrome tones such as Metallic Rose Gold, Foil Gold, and Foil Silver were also observed in the data to be among the top 10 most tried-on nail colors globally.

High shine, metallic tones trended in all key markets analyzed, with a significant preference for these shades observed in China, Mexico, UAE, Saudi Arabia, and Bahrain. The YouCam Nails app also provides users with access to thousands of creative nail art designs to try-on and experiment with virtually.

The metallic trend was also reflected in nail design try-on data as nail art designs featuring gold and metallic tones were among the top 10 most frequently tried-on styles. Metallic tones were seen on many of the Spring 2023 runways, and experts predict that these fun nail tones will maintain their popularity in the season ahead, trending in both opaque and sheer finishes.

Metallic moments shine through
Nail color textures have been undergoing a dramatic transformation in recent times, with new and innovative finishes taking the beauty world by storm. From the classic matte and glossy finishes to more unconventional textures like cream, jelly, and metallic, nail polish has evolved to become a means of self-expression and a reflection of individual personality.

According to the virtual try-on data, cream nail polish was the top tried-on texture across all global markets. Renowned for its excellent coverage and high shine finish, this versatile texture has captured the hearts of beauty enthusiasts worldwide.

Furthermore, the trend towards jelly nail color formats has taken hold over the past year, as this unique formula offers a translucent appearance with a striking glass-like finish.

App users are drawn to the versatility and playfulness of jelly nail colors, and the ability to try them on virtually allows for effortless exploration of new shades and combinations. Jelly was the second most popular nail texture globally, followed by matte and sheer nail color formulas.

AI & AR technology: Revolutionizing the nail color journey
AI and AR technology has brought about a significant shift in the way consumers engage with nail color products. These cutting edge technologies have enabled consumers to conveniently explore and experiment with numerous nail color shades, virtually and instantaneously.

Unlike makeup products such as lipstick and foundation, Perfect Corp. stresses that nail polish poses a unique challenge for prospective buyers, as it cannot be conveniently sampled or tried out prior to purchase.

AI and AR technology has brought about a significant shift in the way consumers engage with nail color products.Consequently, consumers frequently have to purchase a nail color shade without being able to visually assess its actual appearance on their nails.

“This dilemma can create a sense of uncertainty and hesitation in the purchasing decision-making process, ultimately leading to low levels of consumer confidence and dissatisfaction with the product,” states Perfect Corp.

“AI virtual try-on technology has proven to be an effective solution to this significant pain point for consumers, who can now visualize and experience nail colors in real time to find the perfect shade that suits their preference.”

Bringing “extreme realism” to nail polish trials
Perfect Corp. has developed an advanced virtual try-on solution for nail color that offers realism and accuracy in the virtual representation of nail color. Users are able to experiment with different nail colors and styles in a highly realistic and immersive manner, which leads to more informed purchasing decisions.

This virtual try-on experience features AgileHand 3D hand tracking technology, which is powered by AI algorithms and is trained on PBR (Physically Based Rendering) 3D hand models.

The models include a wide array of skin tones and textures, as well as hand and finger sizes, encompassing an inclusive range of personal hand differentiators and traits, to ensure a hyper-realistic nail color virtual tryon experience for all.

Additionally, the experience incorporates live-camera functionality, enabling customers to visualize the nail color on their hand as it moves, ensuring “extreme realism.”

Nail color brand Sally Hansen chose Perfect Corp.’s AgileHandT virtual try-on technology to allow consumers to easily experience hundreds of Sally Hansen nail color options in an augmented reality environment. 

New consumer engagement modes
As digital solutions continue to proliferate across the beauty sector, L’Oréal – which previously explored the metaverse’s applications in services like skin diagnosis and teleconsultation – joined a host of other large scale cosmetics players including MAC Cosmetics and Chanel in rolling out technologies that allow users to try on their lipstick or eyeshadow virtually.

MAC Cosmetics, in particular, uses AR to enable the consumer to select cosmetics based on their skin tone, then to try out products virtually, getting a comprehensive understanding of the product in relation to their own preferences.

Last September, personalized brand experience designer Revieve released a complete metaverse playbook for beauty brands to take full advantage of virtual spaces, outlining the future of the metaverse and giving advice on how personal care companies might better navigate it.

PersonalCareInsights recently caught up with Sampo Parkkinen, CEO of Revieve, in an exclusive video interview about how the Finland-headquartered tech company is operating as a launchpad for advanced relationship commerce, piloting digital tools for the ease of navigating an increasingly dynamic virtual world.

By Benjamin Ferrer