# Skincare-Inspired Nail Systems Buff Beauty Wants People to Embrace Bare Nails as a Style Statement By Laura McQuarrie | Published 2026-07-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/buff-beauty References: [prnewswire](https://www.prnewswire.com/news-releases/bare-is-the-new-done-buff-beauty-launches-a-movement-for-the-bare-nail-302833752.html) & [buffbeauty](http://www.buffbeauty.com)  [Buff Beauty](https://www.trendhunter.com/trends/buff-x-veja) is a new [nail care brand](https://www.trendhunter.com/trends/nail-and-skin-health) from Birchbox co-founder Katia Beauchamp, and it's on a mission to change how people see bare nails—not a state in between manicures, not an unpolished look, but one that's intentional in its own right. "For a long time, feeling 'done' has meant covering the natural nail with color," said Beauchamp. "Buff expands that definition. We're making the case that a bare nail is an accessible style statement, intentional, elevated, and entirely your own, not an afterthought or an absence of style." This new brand built around a cultural shift looks to the daily ritual of facial skincare for its [three-step system](https://www.trendhunter.com/trends/gel-couture-collection). The first step in the Buff Routine is resurfacing with a Surface Exfoliant featuring lactic and glycolic acid, then restoring with a Strengthening Serum, and finally, reviving with a Finishing Gel Oil. ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 73% | Activity: 72% | Freshness: 85% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Bare Nail Minimalism:** Natural nails are being reframed as a polished style choice, creating room for brands that elevate low-maintenance beauty through premium rituals and intentional aesthetics. - **Skincare-infused Nailcare:** Facial skincare ingredients and routines are migrating into nail products, opening space for science-backed systems that treat nails as a daily care category. - **Ritualized Beauty Systems:** Step-by-step regimens are expanding beyond skin and hair, giving beauty brands new ways to build loyalty through structured, repeatable self-care experiences. ### Who This Affects Most - **Beauty and Personal Care:** The shift toward intentional bare nails signals demand for products that combine aesthetics, wellness, and maintenance without relying on traditional color cosmetics. - **Cosmetics Retail:** Retailers can benefit from emerging nailcare formats that merchandise like skincare, encouraging education-led discovery and higher-value routine-based purchases. - **Wellness and Self-care:** Nail health is becoming part of broader personal wellness rituals, supporting new offerings that connect appearance, confidence, and preventative care. ## Related on Trend Hunter - [Holiday-Themed Nail Polish Campaigns](https://www.trendhunter.com/trends/mani-time-with-mom.md) - [Bare Nail Collections](https://www.trendhunter.com/trends/bare-nail-collection.md) - [Protective Nail Care Treatments](https://www.trendhunter.com/trends/spf50-nude-veil.md) - [Liquid Nail Patch Products](https://www.trendhunter.com/trends/nail-patch.md) - [Affordable Nail Care-Focused Bundles](https://www.trendhunter.com/trends/early-prime-day-promotions.md) - [Science-Driven Nail Care Systems](https://www.trendhunter.com/trends/nail-care-system.md) - [Valentine's Day Nail Sets](https://www.trendhunter.com/trends/beetles-so-in-love.md) - [Rich Functional Nail Polishes](https://www.trendhunter.com/trends/the-deep-edit.md) - [Expansive Nail Care Franchises](https://www.trendhunter.com/trends/modern-nail-care.md)