Nail Art Society launches as nails keep growing

After explosive growth in the nails market over the past year, new site Nail Art Society has launched, offering customers a curated selection of nail products as a subscription-based service. The company joins a plethora of other options for home-delivered beauty boxes. 

Nail fanatics now have another option to get their monthly fix of new products and styles. Nail Art Society deliver subscribers a once-a-month nail survival kit, containing nail art accessories, polish, professional tools and step-by-step guides to allow you to achieve exciting new looks at home.

"I've been a fan of Japanese nail art for years and I saw how much the market has grown," founder and chief executive officer Tia Valenciano told WWD. "I started doing a lot of research targeted to this specific niche and we developed a way to curate nail art because women don't necessarily have access to all the products needed to create these looks."

The nail market is certainly booming: according to retail analysts at NPD, nail products generated $33 million in sales year-to-date through November 2012 and posted a 49% growth in dollar sales in US department stores. There have been a number of growing trends within the market, whether it's vegan products like Obsessive Compulsive Cosmetics or the different brands and services offering nail fans small amounts of different products in order to feed their beauty habits.

Nail Art Society subscribers will also get exclusive access to video tutorials, trend reports and tips from celebrity nail artists and beauty insiders. At present, Nail Art Society only ships within the United States, but plans to expand to Canada and Europe. 

Monthly subscription to the NAS service costs $19.95, and users can pay quarterly ($58.85) or for a whole year ($219.40). NAS delivers full-size products rather than mini-samples, and unlike some rival services like luxury polish rental service, users are able to keep the products.

Nonetheless, there is plenty of competition in the market. Currently US-based Julep also targets beauty 'mavens' who receive a monthly selection of the brand's nail colors, and France's Nailybox offers "6 to 9" nail products home delivered for €13 every month.  

Meanwhile, the home delivery Glossybox service delivers subcribers five travel-sized beauty products each month for a set fee, and according to the company it has shipped 2 million boxes to customers in its first 1.5 years of operations. The service launched in the US and is available in Austria, Brazil, Canada, China, France, Germany, Italy, Japan, Netherlands, Poland, South Korea, Spain, Sweden, Taiwan, and the United Kingdom.