Nail Deck expects higher growth trajectory for home manicures boosted by COVID-19



Nail Deck owns several nail care brands, including its namesake brand of conventional vegan and animal cruelty-free nail polish.

It also has Light Lacquer, a nail polish that mimics the effects of gel nail polish that doesn’t require additional base and top coats.

The polish also dries in seconds under any UV lamp and can be easily removed by peeling it off, reducing damage to the nail bed.

These properties make it excellent for home use, an area of ​​nail care that is developing, albeit slowly.

Last April, when Singapore entered its more than two-month breaker lockout, Nail Deck had an instant effect on its business.

From day one, her social channels were inundated with inquiries and requests due to the closure of nail salons across the country.

“For eight of the past nine years, we’ve always targeted home users, and it’s been difficult because most people still want to go to treatment rooms. The circuit breaker really helped draw attention to our brand as the nails were closed and people were looking for an alternative ”. Said founder Daryl Chew.

According to him, the new spotlight helped the brand quadruple its sales in 2020 and ended the year with growth of more than 40% above its initial forecast.

“We were very, very lucky. Those two months or so were totally unreal, we’ve never seen this kind of growth before. We could not have anticipated such significant and sudden growth. “

As the company saw the initial spike set in as lockouts and restrictions slowly began to lift, Chew believes there has ultimately been an uptick in the adoption of home nail colors.

“On our social media, we get unsolicited messages from clients telling us they didn’t know it was so easy and affordable to get their nails done at home. We definitely expect a high trajectory compared to last year. “

New trends in nail care

Besides the home care segment, the company will focus on developing clean formulations in the future.

“I won’t even say it’s a trend and almost a requirement. It is the standard across the board for the beauty industry, so, this is something that we have to move towards, ”Said Chew.

Last year, the company launched the AquaJellie line, which features an odorless, peel-off formula that consists of just four ingredients.

“We launched AquaJellie very early on during the breaker. As a father, I understood that many parents of young children have difficulty finding activities. With a clean formula, AquaJellie is great for kids and parents can let them play with it without worry. ” Said Chew.

This year, the company is set to launch another line of clean nail polish, which it aims to achieve halal certification.

“What I noticed is that halal has become more than just a religious thing. I think a lot of people now recognize that it has a high standard of cleanliness, ethics and transparency ”.Said Chew.

He noted, however, that it was difficult to get certified halal nail polish as some halal organizations simply do not recognize nail polish as a halal product as it is considered to interfere with Muslim prayer rituals. .

In addition, the company is also developing a nail care line which it believes will gain importance in the future.

Shipping issues

The company has ambitions to expand its business overseas and is currently available from distributors in Malaysia and Hong Kong.

As Chew wants to expand into new markets, the company faces logistical challenges as nail polish is considered a flammable product and the company incurs a premium just to ship it.

“Unlike the new e-commerce brands, we face a significant challenge as we have to follow this traditional path of finding distributors to bring our products to market. It can be very slow and take a long time. “


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