Colombia Nail Salon Market Overview, 2031

Key Insights

• According to the research report, "Colombia Nail Salon Market Outlook, 2031," published by Bonafide Research, the Colombia Nail Salon Market was valued at more than USD 100 Million in 2025.
• Rising disposable income and a growing focus on wellness and self-care remain the most important country-specific drivers of nail salon demand in Colombia. Per capita spending on beauty and personal care products reached approximately 530,000 Colombian pesos in 2025, reflecting a 4.8% growth and sustained investment in wellbeing. The influence of social media and celebrity-promoted beauty trends has further accelerated consumer demand for professional nail services.
• The Wellness Nails trend is emerging as a significant structural shift in Colombia's nail industry. Consumers are increasingly prioritizing nail health over purely aesthetic permanence, driving a more than 15% increase in traditional nail polish purchases over the past year. This movement reflects a conscious consumer decision to return to simpler, healthier nail care routines, with nude and milky tones gaining popularity.
• Technology and service innovation are reshaping Colombia's nail salon landscape. The penetration of gel-effect polishes offering professional, long-lasting finishes from home is expanding. Sensory nail care where the experience itself becomes the product is emerging as a key differentiator. The popularity of nail art and innovative designs continues to grow, with consumers seeking unique and creative options to express themselves.

Market Outlook

• The Colombian nail salon market is expected to continue its expansion, supported by sustained consumer engagement with personal grooming and wellness. The cosmetics and personal care industry is forecast to grow at approximately 5% annually over the next five years. Nail services are among the most requested beauty services in Colombia today, with the sector's resilience maintaining demand even during economic fluctuations making it one of the most stable segments in the beauty value chain.
• Premium and specialized services are likely to gain importance in the Colombian market. Consumers are increasingly seeking advanced techniques including gel extensions, acrylic overlays, and cat-eye magnetic finishes. The shift toward Wellness Nails and healthier formulations is expected to accelerate.
• Infrastructure and salon-format evolution will influence market dynamics across Colombia. Super Wow's nail spa model, located primarily in shopping centers and has demonstrated the scalability of specialized nail bars. The company plans to open eight to ten new stores annually through its franchise model. The arrival of international chains such as Hello Nails would further accelerate service standardization and professionalization.
• The competitive landscape will be characterized by continued franchise expansion, professionalization, and potential international entry. Super Wow's growth to 37 locations with 28 operating under franchise and its expansion to Mexico demonstrates the viability of the franchise model. The company performs over one million services annually and has provided formalization and technical training to over 900 women in Colombia and Mexico.

Policies

• Nail products in Colombia are regulated by the National Institute for Food and Drug Surveillance (INVIMA) under the Andean Community's cosmetic regulatory framework. Cosmetic products, including nail polishes, gels, and semi-permanent enamels, must obtain Mandatory Health Notifications before being marketed. Manufacturers must hold a sanitary operating license, competency certificate, or operational permit to apply for the NSO.
• In a significant regulatory development, INVIMA canceled 136 Mandatory Health Notifications for semi-permanent nail polishes, gels, and related products through Resolution 2026007526, effective February 17, 2026. The decision prohibited the use of chemical ingredients including Trimethylbenzoyl Diphenyl phosphine Oxide (TPO) and other restricted substances due to cancer risks.
• Hygiene and sanitation standards for beauty establishments are enforced at the municipal level across Colombia. In Medellín, health authorities conducted 210 sanitary inspections of cosmetology and aesthetic service establishments during 2025-2026. Findings included inadequate disinfection and sterilization, improper waste segregation, unsafe handling of sharp instruments, and use of invasive devices by unqualified personnel.
• In Bogotá, the Puente Aranda local government conducted 40 inspection, surveillance, and control operations on beauty establishments in 2026, resulting in seven temporary suspensions. Inspections verify land-use compliance, valid commercial registration, opening notification to competent authorities, sanitary and hygiene conditions, and any special permits required by regulations.

Industry News

• In February 2026, INVIMA issued Resolution 2026007526 canceling 136 Mandatory Health Notifications for semi-permanent nail polishes, gels, and related products due to the presence of the cancer-risk ingredients TPO and other prohibited substances. The decision followed Andean Community Resolution 2548 of 2025 and effectively banned the commercialization and application of these products across Colombia from February 16, 2026.
• In November 2025, Super Wow announced its expansion into Mexico City with plans to open three company-owned stores in 2025 and begin franchising. The Colombian nail salon chain, founded in 2012, reported revenues of 60 billion Colombian pesos in 2024 and operates 37 locations across six Colombian cities. The company performs over one million services annually and has formalized over 900 women manicurists in Colombia and Mexico.
• In December 2025, Super Wow celebrated its 12th anniversary, having transformed from a small family venture into a leading nail salon brand with 37 locations nine company-owned and 28 franchised across Bogotá, Medellín, Cartagena, Cali, Villavicencio, and Mexico City. The company's double-digit growth is supported by a franchise model that enables the opening of eight to ten new stores annually.

Segment Analysis

Colombia Nail Salon Market By Service
• Manicure is the leading service in the Colombia nail salon market and represents the foundation of recurring professional nail-care spending. Services include classic manicures, nail shaping, cuticle care, regular polish, French manicures, semi-permanent polish, gel manicures, and customized treatments. Manicure was the largest service segment in Colombia in 2025, supported by the country's growing beauty consciousness, increasing focus on self-care, and expanding professional salon culture. Demand is particularly concentrated in Bogotá, Medellín, Cali, Barranquilla, Cartagena, and other major urban centers, where specialized nail studios and beauty salons are increasingly available.
• Pedicure is an important service in the Colombia nail salon market, supported by demand for foot grooming, hygiene, relaxation, wellness, and personal appearance. Colombian salons commonly provide classic, spa, gel, and specialty pedicures involving nail trimming and shaping, cuticle care, exfoliation, massage, and polish or gel application. Demand is particularly relevant in warmer regions and coastal cities, where open footwear and outdoor lifestyles increase attention to foot appearance. Pedicure services are also frequently combined with manicure appointments, allowing salons to increase customer retention and average spending per visit.



Colombia Nail Salon Market By Age Group
• Below 18 consumers generally represent a smaller portion of professional nail salon demand and are more likely to use services for birthdays, holidays, parties, weddings, festivals, vacations, and other special occasions. Basic manicures, simple nail art, seasonal designs, and lower-complexity treatments are generally more relevant to this group than frequent high-value enhancement services. Social media exposure can encourage younger Colombian consumers to experiment with colorful and decorative nail styles, while parental preferences regarding hygiene, product safety, and age-appropriate treatments can influence professional salon selection.
• 18-40 represents the dominant consumer group for the Colombia nail salon market and is particularly important for recurring professional nail-care expenditure. Consumers in this age group are highly engaged with beauty, fashion, personal grooming, and self-care and are major users of manicures, semi-permanent polish, gel services, nail extensions, pedicures, and customized nail art. Colombia's relatively young population, growing urban middle class, social-media penetration, and increasing beauty consciousness support strong demand from this demographic.

Colombia Nail Salon Market By End User
• Women represent the largest end-user group in the Colombia nail salon market and account for the majority of demand for manicures, pedicures, nail enhancements, nail art, and maintenance services. Professional nail care is increasingly incorporated into women's regular beauty and self-care routines, rather than being limited to special occasions. Colombian women use professional nail services for everyday grooming as well as weddings, birthdays, holidays, festivals, vacations, professional occasions, and social events.
• Men represent a smaller but emerging customer segment in the Colombia nail salon market. Male consumers primarily seek manicures and pedicures for grooming, hygiene, professional appearance, hand and foot maintenance, and wellness rather than highly decorative services. Basic nail trimming, shaping, cuticle care, buffing, natural finishes, and pedicures are particularly relevant. Increasing acceptance of personal grooming among Colombian men is creating opportunities for salons to develop gender-neutral service menus and men's grooming packages.


Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031
Aspects covered in this report
• Nail Salon with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation
By Service
• Manicure
• Pedicure
• Nail Enhancement
• Others (Nail Art & Decoration, Nail Maintenance & Other Services)
By End User
• Women
• Men
By Age Group
• Below 18
• 18-40
• 41-60
By Pricing & Positioning
• Mid-Range
Premium- Range