- Photo: Pixabay.com / andreas160578

Photo: Pixabay.com / andreas160578

Hands down, the aging process hits hands hard, and nail brands are persuading consumers to extend their skincare routine to their hands and nails. The negative underpinning of aging, including crepey, dull, dehydrated skin, is not limited to the face and neck. With age and hormonal changes, hands (particularly backs of hands) experience loss of skin elasticity and volume making veins more visible, nails dehydrate, and the reality of age is on full display.

Brands are taking a page out of the skincare playbook to treat these conditions by tapping into science and ingredients more commonly found in prestige anti-aging skincare.

Spotted at CosmoProf

In Italy, at CosmoProf Bologna, contract nail manufacturers promoted formulations designed to preserve the lipid content and nourish and restore nails. Formulations included oils, serums, and masks containing AHA, yogurt, raspberry, seaweed, wheat proteins, bamboo, vegetal keratin, and even CBD. At the Probelle booth, their products boosted having marine algae, AHA, vitamins B5, C, and E, and keratin to treat nails.

U.S.-based Ten Over Ten describes its modern nail assortment as having naturally nourishing formulas while using more skin-centric ingredients often found in luxury skincare. During a recent episode of the Beauty Is Your Business podcast, Jaclyn Ferber, the creative director for Ten Over Ten, talks about how they shifted their approach to developing products based on face grade skincare. One needs to look no further than The Sleep Mask, which states, “powered by fruit-derived acids and plant-based boosters of cell renewal, this brush-on treatment works overnight to smooth skin, increase elasticity, and restore moisture.”

Squalene and Squalane (yes, there is a difference) are both making their way into hand and nail products, such as New Beauty Award winner Dermelect Cosmeceuticals Phyton Strong Nail Hardener, which uses Squalene. In contrast, the Italian brand Comfort Zone uses Squalane in their Skin Regimen Hand Cream.

Other ingredients making their way from skincare to nailcare are peptides, shea butter, macadamia oil, rosehip oil, and various antioxidants.

As consumers become concerned with hands and nail health, they challenge brands to innovate beyond color collections. It’s believed that this push into the skinification of nails is the next big trend in hands and nails.

About the Authors: Denise Dente and Jessica Quick are the founders of Buzz Beauté a sales and marketing firm that accelerates beauty and fashion brands. Additionally, they are the authors of Whip Fire Money, an international guidebook for beauty brands looking to go global and the hosts of Beauty Is Your Business, a weekly podcast showcasing the business side of the beauty industry.

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