Australia Nail Polish Market Size and Share - Outlook Report, Forecast Trends and Growth Analysis (2025-2034)

Australia Nail Polish Market Trends

The growth of the Australia nail polish market is driven by increasing demand due to trends in personal grooming and self-care. A wide consumer base, covering various ages, genders, and preferences, broadens the market. Innovations in long-lasting, quick-drying formulas cater to time-conscious customers, while non-toxic, eco-friendly, and cruelty-free options attract health-conscious buyers. The Australian Competition and Consumer Commission (ACCC) regulates cosmetic product safety, and ingredient labelling, and addresses misleading claims.

Australia keeps pace with global beauty trends, frequently updating nail polish colours and designs, which impacts the Australia nail polish market revenue. The growth of e-commerce facilitates access to multiple brands, while the rising demand for professional manicures and salon services boosts the use of premium nail products. Seasonal trends ensure the market remains dynamic, adapting to shifting consumer preferences.

Australia Nail Polish Market Growth

Sustainability is becoming increasingly important, with eco-friendly packaging and production methods gaining momentum, creating new opportunities in the Australia nail polish market. The growing popularity of nail art drives demand for unique, high-quality products. Celebrity collaborations enhance brand visibility, while the affordability of nail polish ensures accessibility to a wide audience, sustaining market growth. The Therapeutic Goods Administration oversees the regulation of chemicals in personal care, skincare, makeup, and cosmetic products that are considered medicines or claim therapeutic benefits, such as skin-whitening lotions, sunscreens, and disinfectants.

The Australia nail polish market growth is boosted by regular product launches, including limited-edition and seasonal collections, which help brands retain customer loyalty. The growth of the premium segment caters to those seeking luxury nail polish, while strong distribution channels, both online and offline, ensure broad availability.

Australia Nail Polish Market Insights

• With 12.9 million women making up over 51% of Australia's population, as per the Australian Institute of Health and Welfare, the nail polish market benefits from a large and consistent consumer base. Women are the primary consumers of beauty products, including nail polish, driving steady demand and market growth.
• Australia’s retail trade increased by 1.1% in January 2024, compared to the previous year, according to the Australian Bureau of Statistics. This retail growth positively impacts the nail polish market by fostering consumer spending, increasing sales in both physical stores and e-commerce, and enhancing overall market opportunities for nail polish brands.
• Australia's cosmetics industry is valued at approximately USD 3.5 billion, as per the International Trade Administration. This robust market provides a solid foundation for nail polish, with increasing consumer interest in beauty products contributing to the expansion of the nail polish sector and creating opportunities for new product offerings and innovation.

Australia Nail Polish Market Drivers

Sustainability and Eco-Friendly Packaging

As sustainability becomes increasingly important, brands driving the trend in the Australia nail polish market are embracing eco-friendly packaging, such as recyclable or biodegradable materials. This shift meets the growing consumer demand for environmentally responsible products. Sustainable production practices, including reducing carbon footprints and using plant-based ingredients, further boost market growth and appeal to ethical consumers. Beach Toes developed a plant-based, non-toxic nail polish after struggling to find a sustainable, pure option. Inspired by the sea, they incorporate natural, ocean-sourced ingredients, creating a toxin-free formula that aligns with their commitment to health and sustainability.

Nail Art and Customisation

The growing popularity of DIY nail art and detailed designs has driven demand for a wide range of high-quality nail polishes, influencing the Australia nail polish market dynamics and trends. Australian consumers are increasingly drawn to unique products like holographic, matte, and glitter polishes. Social media platforms such as Instagram and TikTok play a significant role in this trend, encouraging customers to explore custom colours, textures, and nail decals. Prime Nail Salon provides top-quality beauty treatments across multiple Melbourne locations, offering nail care, waxing, and tinting services, alongside BIAB and press-on nails at select salons. They also specialise in gel polish and acrylic nail services, delivering long-lasting beauty solutions.

Opportunities in the Australia Nail Polish Market

In addition to traditional colour polishes, there is a growing focus on nail care products such as strengthening polishes, cuticle oils, and growth serums, driving demand for the Australia nail polish market. Australian consumers are increasingly recognising the importance of nail health, leading to a rise in products that promote nourishment, protection, and overall nail well-being, alongside vibrant colour options. Essie provides a variety of nail care products, including strengthening treatments, cuticle oils, base coats, primers, topcoats, and finishers, helping achieve long-lasting manicures with simple routines tailored to individual needs.

Market Restraints

The Australia nail polish market faces several challenges, including environmental concerns due to harmful chemicals and waste generation. Intense competition from local and international brands makes it hard for smaller players to thrive. Price sensitivity limits the growth of premium segments while increasing regulations raise production costs.

Health concerns over skin irritation and economic downturns can reduce consumer spending. Additionally, the short lifespan of nail polish and shifting consumer preferences towards gel or dip powder manicures pose further obstacles for traditional nail polish products.

Australia Nail Polish Market Share

Market Breakup by Product

According to the Australia nail polish market analysis, liquid nail polish is a highly favoured choice due to its easy application, fast drying time, and extensive colour selection. It delivers a glossy, smooth finish, is affordable, and can be easily removed with polish remover. Liquid polishes offer a versatile, accessible solution for at-home manicures. Emily de Molly, an independent Australian nail lacquer brand from Canberra, offers a variety of 10-free polishes in finishes such as holographic, shimmers, and glitters. The brand is cruelty-free, vegan, and handmade, and offers nail stamping plates and accessories.

Gel nail polish is becoming increasingly popular in Australia, offering a chip-resistant, long-lasting finish. The need for curing under UV or LED lamps ensures a durable manicure. Favoured for its scratch-resistant qualities and high-shine finish, gel polish maintains its fresh appearance for weeks, making it ideal for long-lasting wear. NSI has pioneered acrylic nail products and innovations such as non-yellowing formulas, UV gels, and air-activated polish sealants. The company focuses on timesaving, high-quality products, emphasising customer feedback and ensuring consistent quality with thorough testing.

Market Breakup by Finish

According to the Australia nail polish market report, glossy nail polish dominates the market, offering a sleek, shiny finish that enhances nail colour and provides a fresh, vibrant look. Its smooth, reflective surface is ideal for those seeking a polished, high-end manicure. Glossy finishes are easy to apply and maintain, contributing to their lasting popularity.

Matte nail polish, with its unique non-reflective finish, provides a modern, sophisticated look. In Australia, matte polishes are favoured for their understated elegance, particularly in darker or neutral shades, offering a stylish alternative to glossy finishes for those who prefer a more subtle appearance.

Glitter nail polish is also driving the growth of the Australia nail polish market by adding sparkle and a fun, festive touch to nails. Its shimmering effect appeals to those wanting a bold statement or extra flair for their manicure, often used for accent nails or special occasions, providing long-lasting vibrancy and a dazzling finish.

Satin nail polish offers a soft, semi-gloss finish, balancing between glossy and matte looks. In Australia, satin is valued for its elegant, smooth texture, providing a refined manicure without the high shine of glossy or the flatness of matte, making it perfect for those seeking subtle sophistication.

Market Breakup by Distribution Channel

Hypermarkets and supermarkets provide a broad selection of nail polish brands at competitive prices, making them convenient for Australian shoppers and impacting the Australia nail polish market revenue. Customers can compare products, buy in bulk, and find both mainstream and niche brands in one place, improving accessibility and offering an affordable and quick solution. According to the ABS, retail trade in Australia rose by 2.3% from July 2023 to July 2024, reaching USD 36,160.1 million.

Convenience stores in Australia provide easy access to nail polish for those looking for quick, last-minute purchases. Although their selection is smaller, their extended hours allow consumers to buy on the go. These stores, located in high-traffic areas, cater to time-conscious customers who seek fast, convenient access to beauty products.

Online shopping is rapidly expanding in the Australia nail polish market, offering a wide array of brands and products with the added convenience of home delivery, driving market growth. Consumers can easily compare prices, read reviews, and explore niche or international brands. E-commerce platforms often feature promotions and detailed product information, ensuring a smooth and convenient shopping experience. According to the Australia Post 2023 eCommerce Industry Report, retail spending in Australia reached USD 242 billion in 2022, a 9.2% increase from 2021.

Australia Nail Polish Market Regional Insights

New South Wales Nail Polish Market Overview

New South Wales dominates the Australian nail polish market, supported by a diverse consumer base. The increasing popularity of professional nail care and innovative products drives demand, enhancing market growth. According to the NSW Government, women, comprising 3.8 million of the state's population, show a growing interest in skincare and sustainable beauty.

Queensland Nail Polish Market Trends

As per the Australia nail polish industry analysis, in Queensland, the demand for vibrant, eco-friendly nail polish options is rising. Consumers are increasingly prioritising sustainable, cruelty-free, and non-toxic products, shaping the market towards healthier beauty choices. In August 2024, L’Oréal launched an AUD 40 million distribution centre in Queensland to support regional growth.

Western Australia Nail Polish Market Dynamics

Western Australia's nail polish market is shaped by a mix of fashion-conscious consumers and professional manicures. Seasonal trends and premium products contribute to steady market growth. The Australian Bureau of Statistics highlights that Greater Perth has a higher proportion of people aged 20-39 (29%), driving demand in the beauty sector.

Competitive Landscape

The Australia nail polish market key players focus on creating high-quality, long-lasting polishes that align with contemporary beauty trends. They are dedicated to producing cruelty-free and eco-friendly products, offering an extensive range of vibrant colours and finishes. The brands prioritise quality, innovation, and sustainable beauty, with a strong commitment to environmental responsibility while delivering salon-quality results for at-home manicures.

Key Industry Players

Lumineye: Lumineye, headquartered in Melbourne, Australia, was established in 2015. The brand specialises in high-quality, long-lasting nail polishes that cater to modern beauty trends. Lumineye is committed to producing cruelty-free and eco-conscious products, offering a wide range of vibrant colours and finishes for consumers.

GlazeMe: GlazeMe, founded in 2013 and based in Sydney, Australia, is known for its premium nail polish products. The brand offers a broad selection of long-lasting, vibrant polishes while focusing on quality and innovative formulations. GlazeMe prides itself on being cruelty-free and providing salon-quality products for at-home manicures.

Cosmic Polish: Cosmic Polish established in 2016, is an Australian nail care brand headquartered in Melbourne. The brand offers a unique range of handmade, vegan, and cruelty-free nail polishes, featuring vibrant colours and stunning finishes like holographic and glitters. Cosmic Polish focuses on creativity and self-expression through nail art.

Sienna Byron Bay Pty. Ltd.: Sienna Byron Bay Pty. Ltd. is an Australian brand founded in 2015, and based in Byron Bay, Australia. Known for its eco-friendly, non-toxic, and vegan nail polish, Sienna Byron Bay offers a wide selection of colours with an emphasis on sustainable beauty. The brand is committed to environmental responsibility.

Other key players in the Australia nail polish market report are RAWW Cosmetics, Hanami Cosmetics, Kester Black, and Picture Polish, among others.

Recent Developments

March 2025

Hallédays, a new nail and beauty salon in Mount Lawley, Perth, introduced the Russian e-file manicure, known for its precise technique and long-lasting results. Owner Emma Hall, inspired by her experiences in Sydney and Eastern Europe, identified a gap in Perth’s nail market and created a salon focused on quality and service.

May 2021

Lil Yachty launched his unisex nail polish brand, Crete, aiming to make nail painting accessible to all, especially men. His collection featured neutral shades like black, grey, and white in pen-shaped packaging. The brand challenged stereotypes and embraced creativity, encouraging individuals to express themselves through nail art without judgment.