The newly launched Essie Expressie is a collection of quick-dry nail polish products that are designed to dry in 60 seconds. The colorful nail polish products are packaged in a brand-new bottle style that's slim and paired with a new patented brush design that's wider and angular to support fast, precise product application.
The quick-dry nail polish colors are made with solvents and dry to a finish that's not quite glossy or matte. The 40-shade nail polish collection is full of Gen Z-targeted shades like the sparkly magenta Mic Drop-It-Low, mocha Cold Brew Crew and pink Crop Top & Roll. Essie calls its newest collection of nail polish products a selection of "Season-less, unconventional colors [that] create a broader reach in gender neutrality."
Image Credit: Essie
Why This Trend Is Growing
- Quick-dry Nail Polish Market
- Entrepreneurs can explore the market opportunity of developing quick-dry nail polish products with unconventional colors designed for Gen Z and gender-neutral consumers.
- Slim Packaging Design
- Entrepreneurs can explore a new packaging design that's slim and user-friendly for nail polish products, different from the traditional bottle style.
- Wide & Angular Brush
- Entrepreneurs can explore the innovation opportunity of incorporating a wider and angular brush design for nail polish products, aimed at supporting fast and precise application.
Industries Being Reshaped
- Cosmetics Industry
- Cosmetics companies, especially those specializing in nail polish, can invest in producing quick-dry nail polish products with new packaging and brush designs.
- Fashion Industry
- Fashion brands that maintain a focus on makeup products can incorporate Essie's quick-dry nail polish line into their marketing campaigns to appeal to a wider Gen Z and gender-neutral audience
- Beauty/tech Industry
- Incorporating innovative technology, such as smart sensors, into nail polish packaging to alert users when the polish is dry could transform the way consumers interact with nail polish products and revolutionize the beauty industry.
