Driven by both practicality and pleasure, today’s beauty consumer views nail care as one of the most essential beauty categories, combining self-care with high-impact results. The Benchmarking Company’s May 2025 survey of 3,000+ US females reveals that not only are 96% regularly polishing their nails at home or in salon, but 97% are investing in a nail care routine that goes far beyond polish. From exfoliators for hands and feet, to relaxing soaks, nourishing serums and mess-free applicators, she strives for salon-perfect fingers and toes. From trending nail colors and finishes to the products she uses most, TBC reveals the latest nail care trends, consumer preferences, and at-home manicure and pedicure habits in this month’s Beauty by the Numbers™.
90% of respondents do their nails at home! 43% exclusively do their own mani-pedis at home and 47% say they do a combination of nail services and DIY.
The Appeal of At-Home Nail Treatments = Self-Care + Affordability
• 87% gravitate to at-home nail treatments because it is on her schedule
• 85% offers a cost-effective alternative to a salon treatment
• 76% feels like an act of self-care
That At-Home Mani Movement: Why She Opts for At-Home Nail Care
• 77% affordability
• 54% convenience
• 44% practicality
• 31% fun
• 30% enjoyable
The DIY Woman Seeks Pro Results at Home
• 79% are interested in at-home nail strengthening treatments
• 76% cuticle treatments
• 67% nail serums
• 62% at-home gel kits
• 55% press-on nails
At-Home Products with the Most Appeal
1. Hand & foot creams
2. Hydrating foot mask
3. Foot masks/peels for exfoliation
4. Mess free applicators (for polish, nail design)
5. Hand masks for moisturization
6. Soaks
7. Cuticle serums
Intriguing Innovations She’s Interested in Trying
• 79% eco-friendly and sustainable nail polish products
• 79% hybrid formulations that deliver color and benefits such as strengthening
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