The European nail market in 2025–2026 is shifting rapidly as consumers prioritize safety, vegan products, and sustainability over mere aesthetics. This change requires salons to rethink their service menus and pricing strategies.
- Key Services
- Gel Builder & BIAB (Builder in a Bottle): Rising in popularity due to strength, convenience, and less damage to natural nails. Clients see it as a healthier alternative to traditional acrylic.
- Clean Beauty & Vegan: Consumers are demanding non-toxic, cruelty-free, and eco-friendly nail products, especially in metropolitan cities like Berlin, Paris, and Milan.
- Upsell Care Services: Customers increasingly look for packages combining nails with spa treatments or skin care, boosting average revenue per visit.
- Value-Based Pricing
Instead of price competition, salons can adopt value-based pricing. For example, a BIAB + hand care package can be priced 20–30% higher than individual services, as clients perceive higher value. - Data-Driven Growth
With management software, salons can track service trends (e.g., % choosing gel builder, upsell rates) and design trend-based menus that align with demand.
👉 CTA: Download SPS Marketing’s 2025–2026 Trend Menu Poster to refresh your salon’s service offerings.
