An expert in nail color and nail care since 1996, Manucurist is a family business with salon origins. Its goal is to offer high-quality nail polish and nail-care products made from natural, bio-sourced ingredients that are “kind to your health.” Besides making a serious and ongoing commitment to a more transparent and responsible cosmetics industry, the brand also has a continued conversation with consumers (i.e., it responds to requests and pivots accordingly).
It seems the high standard of quality is paying off, as data house Spate has pegged Manucurist as the fastest-growing nail brand in the U.S.—to the tune of +653.2% year-over-year growth in interest.
“A new wave of nail brands has been making its mark recently, and we’re seeing an increase in formulas marketed as non-toxic, innovative systems that promise longer-lasting manicures and a strong emphasis on nail health,” says Spate’s latest report. “Currently, the fastest-growing nail brands on search are Manucurist and Dazzle Dry.”
As Spate continues, “Manucurist is a vegan and largely plant-based nail care brand that averages 1.2K monthly searches in the U.S., reflecting a +653.2% year-over-year growth in interest.”
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The Parisian brand is also particularly popular in France, where it sees “106.7K average monthly searches on Google, showcasing the potential for foreign brands to thrive in the U.S. market.” (In the states, Bluemercury carries the brand, as do department stores, concept stores, spas, salons and pharmacies.)
However, Spate shares that despite its success, Manucurist has a limited TikTok presence, with only 269.8 average weekly views—a very low volume for the platform. “On TikTok, Manucurist has a Sentiment Score of 9/10, indicating that the brand content generates mostly positive reactions, reflecting an opportunity for the brand to invest more in this platform. The rising interest in Manucurist highlights a growing demand for nail products that prioritize nail health while delivering results, a trend further reflected by consumers’ interest in the brand’s Active Glow, a treatment polish that provides care while leaving an ultra-glowy finish.”