# Ultra-Nourishing Nail Polish Essie's Treat Love & Color Shares Vibrant Shades & Nail Care Benefits By Laura McQuarrie | Published 2021-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nourishing-nail-polish References: [glamourmagazine](https://www.glamourmagazine.co.uk/gallery/glam-drop-products/#141241) & [essie](https://www.essie.com/nail-polish/color-and-care) The [Essie](https://www.trendhunter.com/trends/nail-patch) Treat Love & Color range has been expanded to include a new [nourishing nail polish formula](https://www.trendhunter.com/trends/nail-and-skin-health) that's clinically proven to improve dry, brittle nails. The new, vegan-friendly Strength & Color nail polish formula not only coats nails in a vibrant shade but also shares the benefits of ultra-nourishing ingredients like camelia extract. The nail polish, which combines [nail care benefits with high-impact color](https://www.trendhunter.com/trends/glow-getter-nail-luminizer), removes the need to apply a base coat, which is particularly appealing at a time when people are doing more of their own at-home manicures amidst temporary salon closures. The nourishing nail care formula will resonate with consumers at a time when hand and nail care is top-of-mind. The new products can be found in four flattering pink shades that range from cheery coral to bright and uplifting berry tones. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 18% | Activity: 17% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: 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 - **Nail Care Innovation:** The introduction of a nourishing, clinically-proven formula in Essie's Treat Love & Color range provides a disruptive innovation opportunity in the nail care industry. - **At-home Manicure Trend:** As more people are doing their own manicures at home, there is an opportunity to innovate with products that make at-home nail care easier and more convenient. - **Vegan-friendly Beauty:** The new vegan-friendly Strength & Color nail polish formula demonstrates a growing trend in the beauty industry towards creating products that are not only effective, but also ethically and environmentally conscious. ### Who This Affects Most - **Beauty Industry:** The introduction of a clinically-proven nail care formula in Essie's Treat Love & Color range creates an opportunity for beauty companies to bring innovation to the nail care industry. - **Retail Industry:** The trend towards at-home manicures presents a potential opportunity for retailers to innovate with new products and services that cater to this growing market. - **Health and Wellness Industry:** As more people are becoming conscious of the ingredients in their beauty products, there may be a disruptive innovation opportunity in the health and wellness industry for brands that offer natural and nourishing alternatives. ## Related on Trend Hunter - [Four-In-One Nail Polishes](https://www.trendhunter.com/trends/fourinone-nail-polis.md) - [Transformative Nail Treatments](https://www.trendhunter.com/trends/orly-beauty-ph-perfector.md) - [Decadent Superfood Nail Polishes](https://www.trendhunter.com/trends/le-sweet-nail-polish.md) - [Nail Polish Brand Expansions](https://www.trendhunter.com/trends/nailsinc-polishes.md) - [Liquid Nail Patch Products](https://www.trendhunter.com/trends/nail-patch.md) - [Emotive Nail Polishes](https://www.trendhunter.com/trends/beetles-gel-polish-emotional-spectrum.md) - [Innovative Nail Product Collections](https://www.trendhunter.com/trends/nail-products.md) - [Romantic Nail Polish Packs](https://www.trendhunter.com/trends/sally-hansen-x-loveshackfancy.md) - [Two-Step Nail Systems](https://www.trendhunter.com/trends/gel-couture-collection.md)