Manucurist Marks 10 Years with Global Push and New Shades
Nail brand Manucurist celebrates its 10th anniversary, highlighting its trend-driven vegan polish lines and expansion, particularly in the strategic US
Manucurist is celebrating its 10th anniversary as a brand. The company, which began with a network of salons in 1996, now operates in over 40 countries with nearly 5,000 points of sale.
According to the company, a dedicated product team monitors global trends daily to imagine new rituals and shades. Camille Naud, PR & Influence Manager at Manucurist, states that consumers increasingly scrutinize what they apply to their nails, seeking color without health compromises. The brand's creation cycle works 18 to 24 months ahead, mirroring the fashion industry.
Iconic Product Lines
The brand's first major success was the Green™ line, a vegan nail polish with up to 83% biosourced ingredients, launched in 2017. In 2020, Manucurist introduced Green Flash™, which it calls the first peel-off semi-permanent polish with an acetone-free, 12-free formula. This range now has over 600,000 users. The 2024 launch, Active™, a hybrid skincare and makeup range, sells one unit every 30 seconds.
Last May, the team released the Jelly line, capitalizing on the Korean Jelly Nails trend. For the anniversary, Manucurist added a new top coat, Top Coat Xtrem Flash™, which promises up to 21 days of wear.
Global Retail Footprint
Manucurist's network includes 3,000 points of sale in France alone, with distribution through Sephora, Galeries Lafayette, Selfridges in the UK, and Mecca in Australia. It is also sold in pharmacies, beauty salons, spas, and has a flagship store in central Paris. Europe, led by France, is its largest market, driven by consumer affinity for Clean Beauty and French-made products.
The United States represents a key strategic market. Naud emphasizes it is the world's leading nail beauty country, prompting the brand to broaden its online presence, retail footprint, and collaborations with nail artists. The company's sales balance is shifting due to this physical expansion.
| Year | Retail Sales | E-commerce Sales |
|---|---|---|
| 2025 | 29% | 71% |
| 2026 | 36% | 64% |
Anniversary Launches and Events
On September 3, Manucurist unveiled a limited-edition shade, Milky Matcha, available in both the Green™ and Green Flash™ formulas. Inspired by matcha latte, it joins a permanent catalogue now offering over 100 shades. The same day saw the launch of the permanent Grand Canyon collection, featuring three new shades: a brown-toned red, a pearlescent light brown, and a milky peach.
From September 4 to 6, the brand hosted a pop-up store at the Aura café in central Paris. The event allowed visitors to test the Milky Matcha shade and other colors, and to discover the new Top Coat Xtrem Flash™. The brand, which has close to one million followers on Instagram alone, used the pop-up to celebrate its community.
