BUSINESS TRENDS
INSIDER NAILS
DEICHMANN
July was a steady month for many nail businesses, with 30% reporting higher treatment revenue compared to last year and half maintaining the same strong levels. Retail also held firm, with 21% seeing growth and 55% matching July 2024 sales, proof that core client spending habits remain reliable.
When it comes to working on other salons’ creations, approaches vary. The most common stance is charging extra for removals from elsewhere (37%), while 30% refuse entirely due to unknown products. Some (20%) prefer a fresh start rather than removing others’ work, while 13% are happy to remove without issue.
Meanwhile, AI-generated nail art is starting to pop up in client requests. While 31% prefer inspiration from real-life photos and 29% find AI useful but often unrealistic, others see it as either frustrating (27%) or a fun challenge (13%). For more nail inspiration, check out our autumn/winter trends feature on page 78.
On the spot
What’s your view on removing another salon’s work?
1. I charge extra for removals from other salons (37%)
2. I refuse, I don’t know the products used (30%)
3. I prefer to start fresh and not remove others’ work (20%)
4. I remove them without issue (13%)
91% believe clients don’t understand the time and skill involved in professional nail work
What’s your opinion on clients bringing AI-generated nail art designs as inspiration?
1. I prefer clients bring real photos nails, not AI images (31%)
2. It’s useful, but most designs aren’t realistic to recreate (29% )
3. It can be frustrating, clients expect perfect replicas (27%)
4. I love it, it sparks creativity and pushes trends (13%)
Month in numbers
How did nail treatment business in July 2025 compare with July 2024?
How did nail retail business in July 2025 compare with July 2024?
30 nail treatments performed on average per week in July
METHODOLOGY
Insider is compiled from a monthly survey of spas and beauty salons. The people who participated represent a cross-section of the industry and were polled by email and social media from August 1 to August 12, 2025, regarding business for the month to July 31, 2025. Nail business for the Insider Nails page was calculated from data provided by salons that offer nail services among other treatments. The figures given represent the average score for each answer. Brands are ranked when mentioned by several respondents.