The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.
Nails (August 2024 to July 2025)
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When it comes to nails, there’s an appetite for designs that offer bold self-expression, cultural playfulness and aesthetic experimentation. Strawberry milk nails and cowgirl nails, for example, tap into hyper-specific, mood-driven aesthetics, in which nails act as accessories that reflect lifestyle or identity shifts — from soft and minimal to rustic and spirited. In contrast, junk nails and Kaws (the US artist and designer) nail design highlight a craving for visual maximalism and pop art references, whereby nails become a canvas for creative excess or nostalgic flair. Meanwhile, the popularity of cheetah print nails reinforces the enduring appeal of patterned statement looks.