2023 Author: Jessica James | [email protected]. Last modified: 2023-05-21 03:31
In 2020, for objective reasons, many abandoned gel polish, switching to regular varnishes or completely limiting themselves to a translucent coating and neat manicure. This has its pros and cons. On the one hand, you give your nails a rest (obviously, long-term coverage is not the healthiest story for them), and on the other, you have to renew your manicure every week and use a varnish that does not smell very good. In this context, the latest industry news seems very positive - this summer, varnishes, which are 75% water, began to go on sale worldwide. What are these products, and who produces them - in the material beautyhack.ru.
The first market entry of water-based varnishes was not the best. The formula required some work, as the varnish was applied in stripes and did not stay on the feet for long. Then the pioneering brands Piggy Paint, Snails and Nailmatic made a smart marketing ploy: they expanded the palette of shades, released miniature tubes and changed the design to deliberately childish. Their target audience was parents who do not forbid their children to paint their nails, but also do not want them to do it with ordinary varnishes. The average price of such funds is $ 7-8. Then, 5-free and 7-free nail coatings that did not contain toxic substances began to appear, and water-based varnishes were forgotten for a while.
But in 2020 they returned to the industry: new manufacturers appeared, changed the compositions, packages, and one of these varnishes was offered to test Winona Ryder (spoiler: she liked it). For example, the Piggy Paint brand introduced the Sophi line for adults (the brushes are wider, and the consistency of the varnishes is more creamy and thicker). The Suncoat brand was launched with 23 shades of water-based vegan varnishes. Also, the German Gitti was noted - everything in it is sustained in the best Instagram traditions: minimalistic packaging, stylish logo and thoughtful visuals.
The main advantage of such varnishes is the almost complete absence of smell. This means that you can do a manicure on the plane, during a break in the office or sitting next to a loved one without problems and discomfort for others. It is not yet clear what niche they will occupy, but it is already clear that this is a cool alternative for those who want to give up long-term coverage and toxic varnishes.