In this article, we will discuss the market size of gel for nail consumed in Vietnam, the market size of each segment within the gel for nail industry, the search trends based on keywords related to gel for nail in Google search, and three companies that appear to be actively engaged in marketing polyester online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in October 2024.

Vietnam’s Gel For Nail Market Overview 

There is currently no specific data available on the gel for nail consumer market in Vietnam. However, the overall consumption data for the nails market in Vietnam is provided below.

Overview of the Nails Market in Vietnam

Vietnam’s nails market has experienced steady growth, with annual revenues rising from $64.99 million in 2021 to a projected $77.25 million by 2026. However, the market saw a slight contraction during the pandemic, decreasing from $69.60 million in 2019 to $65.05 million in 2020, reflecting the challenges faced by the beauty industry. This was followed by a recovery phase, with revenues reaching $70.03 million in 2022 as demand for nail care services rebounded. Forecasts for 2024 and 2025, at $75.21 million and $76.24 million, respectively, indicate sustained momentum. Although specific data is unavailable for earlier years like 2017 and prior, the gradual revenue increase emphasizes the market’s resilience and potential for further development in the beauty and personal care sectors.

Year	Annual market size by revenue  (million USD)
2026 (Forecast)	77.25
2025 (Forecast)	76.24
2024	75.21
2023	74.16
2022	70.03
2021	64.99
2020	65.05
2019	69.60
2018	67.93
2017	Data not available
2016
2015

Vietnam’s Nails Market Segments

Vietnam’s Nails segmentation by Sales Channels 

Online sales refer to transactions made through e-commerce platforms, company websites, and social media channels, allowing consumers to purchase products from the comfort of their homes. Offline sales occur in traditional brick-and-mortar stores, where customers can physically examine products before making a purchase.

The nails market in Vietnam experienced a shift in sales channel dynamics from offline to online platforms over the years, with online channels experiencing consistent growth. In 2018, offline sales dominated with $51.08 million compared to $16.85 million for online channels. However, by 2024, online sales surpassed offline channels, reaching $38.43 million versus $36.78 million. The trend continues into the forecasted years, with online sales projected to rise to $49.29 million in 2026, outpacing offline sales at $27.96 million. This data highlights the growing consumer preference for online shopping, driven by convenience and accessibility, and a corresponding decline in offline channel performance.

Segmentation by Sales Channels Market data

Year	Offline channels(million USD)	Online channels (million USD)
2026 (Forecast)	27.96	49.29
2025 (Forecast)	33.01	43.22
2024	36.78	38.43
2023	39.16	35.00
2022	35.01	35.02
2021	29.05	35.94
2020	36.82	28.23
2019	47.82	21.78
2018	51.08	16.85
2017	Data not available
2016
2015

Vietnam’s Nails segmentation by Types

The Vietnamese gel nail market reflects distinct consumer preferences based on search volume trends. Gel polish leads with 4,510 monthly searches, indicating strong demand for vibrant, stylish nail colors. Building or extending gel follows with 1,960 searches, showcasing a significant market for nail enhancement and durability. Gel base products, garnering 590 searches, highlight interest in nail care and foundation layers. Shining gel, with 210 searches, reveals a niche market for glossy finishes and topcoat solutions. Artistic gel, at 100 searches, caters to a specialized segment interested in intricate designs. These insights suggest diverse opportunities across various gel nail types.

Segmentation by Types market data

Gel types	Monthly search volume
building or extending gel	1,960
gel polish	4,510
shining gel	210
gel base	590
artistic gel	100

Search Trends for Gel For Nail in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Gel sơn móng tay: gel nail polish

Gel đắp móng: gel nail builder  

Keyword explanation

Gel sơn móng tay: This term refers to a type of nail polish that requires curing under a UV or LED lamp to dry and harden. It provides a glossy, durable finish that lasts longer than traditional nail polish.

Gel đắp móng: This is a thicker gel product used to build and extend nails. It allows nail technicians to shape and sculpt artificial nails or strengthen natural ones.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related. 

Keyword	Monthly search volume
sơn gel đẹp	1,000
đắp gel	1,000
sơn gel móng tay	880
màu sơn gel đẹp đơn giản	880
sơn gel móng chân	720
sơn móng mắt mèo	590
sơn móng tay gel	590
màu sơn gel đẹp cho da ngăm	480
móng chân sơn gel	480
sơn gel chân	480
màu sơn gel	390
móng tay sơn gel	390
sơn móng gel	390
dị ứng sơn gel	320
gel đắp móng	260
móng sơn gel	260
móng gel	210
móng tay sơn gel đẹp	210
sơn gel màu nâu tây	210
sơn gel đơn giản	210
đăp móng gel	210
các màu sơn gel đẹp	170
móng chân sơn gel đẹp	170
móng đắp gel	170
nước sơn gel	170
nối móng đắp gel	170
sơn gel chân màu nào đẹp	170
đắp gel móng	170
đắp gel móng tay	170
các kiểu sơn gel móng tay đẹp	140
màu sơn gel móng chân đẹp	140
màu sơn gel móng tay đẹp	140
màu sơn gel đẹp	140
móng gel đẹp	140
móng sơn gel đẹp	140
sơn gel móng chân màu nào đẹp	140
bộ sơn móng tay gel	110
gel móng tay	110
màu sơn gel chân	110
màu sơn gel trắng da	110
màu sơn gel đẹp chân	110
nail đắp gel	110
nước sơn móng tay gel	110
sơn gel có tự khô được không	110
sơn gel màu hồng thạch	110
sơn gel móng chân đẹp	110
sơn gel tay đẹp	110
sơn móng tay gel có hại không	110
đèn hơ móng tay	110
đắp móng bột	110

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Nail design techniques: Keywords that include techniques in designing nails, such as “đắp móng” (nail building), “phủ bóng” (nail glossing), and “nối móng” (nail extending). 
2. Gel nail colors and styles: Keywords that include colors and styles of designing nails, such as “màu sơn gel đẹp đơn giản” (beautiful simple gel colors), “màu sơn gel cho da ngăm” (gel colors for tan skin), and “sơn gel móng chân màu trắng” (white gel toe nail color). 
3. Gel nail products: Keywords that include specific types of gel nail products, such as “sơn gel móng tay” (gel nail polish), “gel thuỷ tinh vẽ nổi” (glass-effect gel for designs), and “bộ sơn móng tay gel” (gel nail polish kit). 
4. Maintenance and nail health: Keywords that include ways to maintain nail health, such as “gel dưỡng móng tay” (nail care gel), “dị ứng nước sơn gel” (gel polish allergies), and “tác hại của sơn gel” (harm of gel nails). 

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Keyword category	Number of keywords	Top 3 searched keywords	Total monthly searches
Nail design techniques	25	đắp gel (1,000); đắp gel móng (170); đắp gel móng tay (170)	4,300
Gel nail colors and styles	24	màu sơn gel đẹp đơn giản (880); màu sơn gel đẹp cho da ngăm (480); màu sơn gel chân (110)	6,530
Gel nail products	27	bộ sơn móng tay gel (110);nước sơn móng tay gel (110);đèn hơ móng tay (110)	2,950
Maintenance and nail health	19	dị ứng sơn gel (320); sơn móng tay gel có hại không (110); sơn gel có tự khô được không (110)	1,600

Key points:

• The category for Gel Nail Colors and Styles has the highest total monthly searches (6,530) among all categories, with popular keywords like “màu sơn gel đẹp đơn giản” (880) and “màu sơn gel đẹp cho da ngăm” (480). This indicates that consumers are highly interested in exploring trendy, aesthetic, and personalized gel nail designs, suggesting a strong demand for content and products catering to diverse color options and styles.

• The Nail Design Techniques category has a substantial total monthly search volume of 4,300, led by terms like “đắp gel” (1,000). This reflects a significant consumer focus on learning or acquiring services related to advanced nail design methods, which suggests opportunities for salons, online tutorials, and training services targeting these techniques.

• While the Maintenance and Nail Health category has a relatively lower total monthly search volume (1,600), the high interest in keywords like “dị ứng sơn gel” (320) and “sơn móng tay gel có hại không” (110) highlights growing consumer awareness and concerns about safety, durability, and the potential health impacts of gel nail products. This signals an opportunity for brands to emphasize health-conscious formulations and provide guidance on proper nail care.

Brands with high brand awareness through search keywords

Below is the searched brand name, the number of related keywords, and the total monthly search volume.

Brand name	Total monthly searches	Number of related keywords
Very Good Nail	100	2
Jeliva	40	3
OPI	30	3
Rosalind	10	1
CND	10	1
DND	10	1
Nature Republic	10	1
The Face Shop	10	1

About Very Good Nail

Very Good Nail is a recognized name in the nail care industry, offering high-quality nail products designed for both professionals and at-home users. Known for its innovative formulas and wide range of colors, the brand focuses on creating durable, vibrant finishes. Very Good Nail emphasizes ease of application and long-lasting wear, making it a favorite among nail enthusiasts. Whether you’re creating classic styles or experimenting with modern nail art, Very Good Nail provides reliable solutions to achieve flawless results.

About Jeliva

Jeliva is a premium brand in the nail care market, renowned for its cutting-edge gel nail products. Jeliva combines durability, shine, and easy application, catering to professionals and DIY users alike. Its products are formulated for lasting wear and vibrant color, making it ideal for both everyday and special occasion nails. Jeliva also emphasizes nail health, offering gentle, non-damaging options for gel application. With a variety of shades and finishes, the brand stands out as a versatile choice in nail artistry.

About OPI

OPI is a globally celebrated nail care brand known for its professional-quality products and trend-setting shades. With a heritage of innovation and excellence, OPI offers a vast range of nail polishes, gels, and treatments that are loved by nail technicians and consumers worldwide. Famous for its long-lasting formulas and unique color names, OPI delivers style, quality, and performance. The brand is also committed to safety and environmental sustainability, ensuring that its products meet high industry standards. 

The Vietnamese nail industry is experiencing significant growth, with gel nail products, especially builder gels, bases, and top coats, at the forefront of salon demand. Here’s an analysis of the popular brands, distribution structure and B2B transactions in this market:

Vinimay: As a well-regarded brand, Vinimay is popular for its high-quality builder gels and top coats, which are widely used by professional salons due to their long-lasting finish and durability. It appeals to salons looking for reliable, salon-grade products that can handle the wear-and-tear of everyday use.

UR SUGAR: Known for its affordability and wide range of color choices, UR SUGAR is popular in both professional and amateur settings. It’s particularly appealing for salons offering budget-friendly services or looking to provide clients with versatile options in nail art.

IBD and CND: These international brands are also notable players, known for their professional builder gels, base coats, and top coats, which emphasize quality and are trusted by high-end salons. CND’s Shellac line is particularly popular for its innovative formulation, while IBD gels are known for their reliable curing and strong finish.

1. Distribution structure in Vietnam’s Nail Market

• Local distributors and wholesalers: the distribution network for nail supplies in Vietnam is built around local wholesalers and importers who stock international and domestic brands. Local markets like Tan Dinh and Binh Tay also serve as major hubs for nail product distribution in HCM. These markets are often filled with wholesalers selling nail suppliers, including builder gels and nail art accessories. These markets offer a range of Chinese, Korean and Vietnamese brands, providing a cost-effective solution for salons looking to buy in bulk at low prices. 

• Online E-commerce Platforms: Places like Shopee, Lazand, Tiki and TikTok  have grown in popularity as B2B and B2C suppliers, offering salon access to a range of international brands and competitive pricing. Some of these platforms allow salons to buy in bulk with wholesale discounts, and they are particularly appealing for small and rural salons that may not have access to physical distributors. 

• Direct importers: Like CND have authorized distributors who handle direct import and distribution to salons. This ensures that salons have access to high-quality and genuine products. 

• Nail Shows and Expos: Events like the Vietnam Beauty Show and Vietnam International Expo provide direct purchasing opportunities for salons, as they can buy from both local and international suppliers attending these events. These shows also often have brand reps and demos, allowing salons to learn about new products and trends while securing products at competitive prices. 

2. B2B purchases in nail supplier in Vietnam

• Online Bulk Orders: smaller or independent salons may rely on online platforms to meet their inventory needs, which often provide flexible purchasing options and free or discounted shipping for bulk orders. These platforms can also provide access to smaller or boutique brands that larger distributors may not stock. 

3. Market Dynamics

• Reliance on imported products: Most of the gel builder, base and top coat brands used in Vietnamese salons are imported, with a high demand for both affordable and premium options. Imported brands cater to a broad spectrum of salons, from budget-conscious to premium. 

• Influence of nail shows and training: Salons value hands-on training, which is often provided by authorized brand reps or distributors at nail expos and trade shows. These events also help distributors build brand loyalty, especially for more complex products like builder gels that require specific application techniques. 

• Growth in B2B E-commerce: The ease of online ordering and discounts for bulk purchases have popularized e-commerce platforms among smaller salons, increasing competition for traditional wholesalers. 

Digital communication strategies of major web players 

We will analyze three companies that are considered to be actively marketing on the web, and their digital communications (UX: user experience and web marketing goals).

Definition and targeting of major web players

Here, major web players are defined as companies that deliver advertising through Google and actively direct users to their own websites. 

The following 3 companies are included:

• Vinimay
• UR Sugar
• CNCND

Vinimays Digital Communication Strategy 

What is Vinimay?

Vinimay is a well-regarded brand in the professional nail care industry, specializing in high-quality modeling gels, base and top coats, and nail extension products that deliver precision and long-lasting results. Known for its durable, salon-grade formulations, Vinimay is popular among nail technicians and professionals who seek reliable products that perform well under high usage. The brand focuses on advanced formulations that support complex nail art, extensions, and hard gel overlays, making it a staple in professional nail salons looking to offer quality finishes and strong wear.

Page used for advertising by Vinimay

The landing page that Hadosa used for advertising is as follows:

First view

The Vinimay Professional landing page highlights a variety of professional nail products, emphasizing high-quality gel polishes and nail care solutions targeted toward salons and nail technicians. The layout is clean, with an easy-to-navigate menu that features categories for new arrivals, bestsellers, and specific nail products. The design and high-quality images of nail products against clean, minimalistic backgrounds, enhancing the brand’s focus on quality and elegance aiming to appeal to B2B customers looking for premium nail supplies. 

Global Menu

The global menu of this website is designed with a minimalist and professional aesthetic. It includes main navigation links for “Home,” “Shop,” “Professionals,” “Brand Ambassadors,” “Contact,” and “Blog,” which cater to different user needs. Notable elements are the “Shop” dropdown for easy product browsing and the “Professionals” section, likely intended for industry experts seeking bulk options or specific product details. The upper bar highlights promotional messages, such as free shipping on orders over $100 and major discounts for professionals, to encourage conversions and customer loyalty.

Product Introduction

The product introduction page provides clear detail about a high-quality nail gel used for creating durable and transparent nail extensions. It emphasizes the gel’s ease of use, suitability for professional modeling, and smooth finish, which helps with efficient application and high-end results. The page does not include usage instructions, benefits of the product, and incentives for bulk purchases. This introduction is aimed at both professionals and enthusiasts in the nail care industry.

Web User Goals 

The CTA (Call to Action) on product page is designed to prompt customers toward purchase. It emphasizes limited-time offers or discounts, encouraging immediate action. The CTA  highlights benefits like “Add to Cart” or “Buy Now,” aiming for a quick, user-friendly purchase process. The site also  includes an option to learn more about bulk or professional discounts, appealing to both individual buyers and salon professionals, thus targeting a broader customer base.

Simplified UX diagram from the relevant page on Vinimay site

The landing page supports a clear progression from product discovery to checkout, minimizing distractions and offering a fluid navigation experience. The inclusion of multiple product categories and a smooth checkout process helps ensure customer engagement while maintaining simplicity.

UR Sugar’s Digital Communication Strategy 

What is UR Sugar?

UR SUGAR, on the other hand, is a more accessible brand that brings a creative and versatile range of nail products to both salon professionals and at-home users. Specializing in easy-to-apply gel polishes, top and base coats, and innovative nail art products, UR SUGAR is known for its wide color range, affordability, and user-friendly approach. This makes it a go-to choice for individuals looking to experiment with nail art at home or for salons catering to clients who enjoy creative, budget-friendly options.

Page used for advertising by UR 

The landing page that Hadosa used for advertising is as follows:

The key visual on the landing page emphasizes a clean and minimal aesthetic, focusing on professionalism and high-quality nail care products. The use of soft, neutral colors aligns with a sophisticated, beauty-centered theme, appealing to both individual consumers and nail technicians. The images of products are clear and well-lit, showcasing the gels in a way that highlights their texture and consistency, which reinforces product quality and enhances visual appeal.

Global Menu

The global menu navigation for UR SUGAR Gel is straightforward, focusing on core shopping and customer support options. Key sections include “Shop,” “Gel Polish,” and “Clearance” (highlighted with “Up to 90% off” for emphasis). Other options, like “New In,” “Best Seller,” and “Track Order,” guide users to popular and recently added products or order tracking. Additionally, “Affiliates” encourages collaboration, while the “Login/Register” option provides account access. Overall, the menu is simple, prioritizing ease of navigation and promoting customer engagement and assistance.

Product Introduction

The product introduction for the Base Top Coat 150g emphasizes its quality and functionality, highlighting its ease of use for both base and top coat applications. It suggests versatility for various nail designs and occasions, appealing to both everyday users and nail art enthusiasts.
The page presents a straightforward layout with a product image, description, and pricing. However, the design lacks a clear hierarchy, making it difficult to quickly grasp the product’s benefits. High-quality images of the product are displayed, details on how-to-use is included and the variety of different colors/types are also available to choose from. 

Web User Goals 

The CTA is prominently placed, with the ‘Add to Cart’ button standing out in bold colors next to customization options, streamlining the purchase process.

In addition to the primary CTA, there are actions like “Pay with PayPal” for quick checkout and “More payments options” available for customers to explore. There are up-to 34 different payment methods and this shows their considerable and inclusivity. 

Simplified UX diagram from the relevant page on UR Sugar site

The CTA is prominently placed, with the ‘Add to Cart’ button standing out in bold colors next to customization options, streamlining the purchase process. Overall, the user experience is smooth, guiding customers from product exploration to purchase with minimal friction.

CND’s Digital Communication Strategy 

What is CND?

CND (Creative Nail Design) is a globally renowned brand in the nail industry, celebrated for its innovation, high-quality products, and commitment to nail health. Founded in 1979, CND has become a leader in professional-grade nail care and is trusted by salons worldwide, making it a top choice for nail technicians who prioritize quality and excellence in their work.

Page used for advertising by CND

The landing page that Hadosa used for advertising is as follows:

The products are displayed in a clean grid, with a straightforward layout that showcases each product individually. This organized format makes it easy for users to browse the products quick  Each product image is sharp and professionally shot, which aligns well with CND’s premium positioning. This adds to the brand’s credibility and portrays the BRISA line as high-quality and professional. Overall, this page presents an organized and professional look, but it lacks some key elements that could elevate user engagement and support purchasing decisions.

Global Menu

The primary menu includes standard navigation options: “Về Chúng Tôi” (About Us), “Sản Phẩm” (Products), “Tìm Salon” (Find Salon), and “Liên Hệ” (Contact). The items are clearly labelled and straightforward, making it easy for users to understand the available sections.  On the right, there is a section labeled “Chuyên Nghiệp” (Professional), which serves as a resource for salon professionals or business customers.  Below the professional login section, there are links to “Sản Phẩm” (Products), “Giáo Dục” (Education), and “Tài Nguyên” (Resources). These options are particularly helpful for salon professionals, as they likely link to educational materials, resources, and specialized product information, which is essential for B2B users.

Product Introduction

The page is primarily focused on educating users about the BRISA Sculpting Gel System, with detailed descriptions of its unique features, benefits, and intended usage. This approach aligns well with a B2B focus, targeting salon professionals who may be evaluating different nail systems to use in their services.

The page includes specific details about the BRISA Sculpting Gel’s unique characteristics, such as its hypoallergenic properties, superior adhesion, and various application options. This level of detail is crucial for professional users who need in-depth information to make an informed decision.

Web User Goals 

This page does not include a direct “Buy Now” or “Add to Cart” button, which suggests that it’s intended more as an informational page rather than an e-commerce page. This aligns with the B2B marketing strategy, likely positioning the BRISA line as a premium product that requires professional consultation or training.

Simplified UX diagram from the relevant page on CNDsite

Summary on Vinimay, UR Sugar, and CND Landing Pages

Both UR SUGAR and Vinimay Professional take distinct approaches in presenting their nail care products online, each reflecting different priorities in UX design. UR SUGAR’s minimalist layout, focusing on a clean, straightforward presentation, aligns with a quick, no-frills shopping experience but could benefit from clearer, more immediate product information to build user confidence. Vinimay’s page, in contrast, provides more detailed descriptions and recommendations upfront, appealing to users seeking thorough product insights, though the added elements can make the layout appear somewhat crowded.

For UR SUGAR, the process is straightforward and efficient, prioritizing minimal clicks and a simplified design. The product page is clean with limited distractions, allowing users to focus on adding the item to the cart. However, the lack of detailed information on the landing page means some users may need additional steps for clarification, which could interrupt the smooth flow to checkout.

Vinimay’s page provides more product information and recommendations, helping users make informed decisions without leaving the page. This setup supports conversion by building user confidence but introduces additional modules that may slow down the transition to checkout for those looking for a quick purchase.

In both cases, the UX flow from product discovery to checkout demonstrates the brands’ efforts to balance between information and ease of navigation. Streamlining this process could help retain users by minimizing friction and supporting informed, confident purchases, crucial factors in the competitive Vietnamese nail industry.

The CND landing page targets professional nail salons and technicians, emphasizing product quality, education, and professional-grade solutions. The page is more focused on educating B2B users about the BRISA Gel System’s benefits, presenting it as a premium, high-quality option for salon professionals.

The CND landing page stands out in the Vietnamese market as a professional, education-focused resource for premium nail products, catering to salon professionals and positioning itself as a high-end choice. In contrast, UR Sugar and Vinimay’s landing pages are tailored for quick, direct-to-consumer sales, appealing to a wider audience with easy purchasing options and price-focused messaging. CND’s B2B-focused approach and premium branding create a distinct niche compared to UR Sugar and Vinimay’s B2C-friendly, budget-oriented strategy, highlighting each brand’s unique positioning within the Vietnamese nail industry.