There are three procedures in the beauty industry that people go to beauty salons or independent professionals for, regardless of age, nationality, or religion. These are haircuts, shaving, and manicure. Bloggers claim that European manicure is elite. A wave of articles about the pros and cons of European manicure has appeared in the foreign press. And this is not the first wave.
Thinking about the beauty of nails, or rather, providing it, the masters of the European school of manicure have learned so masterfully that they have become famous all over the world. Since the late 90s, they have won prizes at international championships, earning a reputation as the best specialists in nail extensions and design. An example of this is the master and teacher from St. Petersburg Elena Maltseva, who has been working as a judge at the Nailympia competition for several years (one of the most prestigious international competitions, created in the USA in 2001, each year held in different countries). Registration for her master classes is several months in advance.
In the 2020s, it is often European nail artists who are responsible for the nails of Hollywood stars. “European manicure has always been one of the most beautiful and pure. Nowhere do they pay as much attention to the beauty of hands as in Europe. Yes, such a manicure takes longer to do, but it also lasts longer, looks more beautiful, and the coating is more durable,” notes Ekaterina Muranova, chief technologist of the 4hands salon chain.
Manicure in Europe is so much of a cult that many girls go to learn it for themselves, and then become famous around the world. This is the story of Lisa Kon, a native of Tver, Olesya Kondratieva, who became famous as a master of Kylie Jenner, Hailey Bieber and the Kardashian family. She learned manicure herself with the help of master classes on the Internet, and when she moved to Los Angeles with her husband in 2017, the hobby turned first into the main source of income, and then into a business empire. Lisa Kon not only has a popular salon in Hollywood, but also her own brand of varnishes and accessories Lisa Kon and her own manicure school. Lisa Kon and other masters from Europe are gradually changing the American approach to manicure.
Viral trend
At the end of 2023, TikTok blogger Mean Girl made a video about her experience of going to a European manicurist – it now has more than 80 thousand views. Other bloggers began publishing excerpts from the episode, and the quotes went viral with millions of views. In the video, the girl talks about European manicure with delight and surprise:
- Two hours sounds like torture — Two hours sounds like torture.
- European manicure are elite — European manicure is elite.
- I've had TWO European manicures! Love them!!! I will never go back to regular manicures.
- What if you don't want gel? Can I still get a European manicure. I don't like the UV light on my skin!
Why is manicure culture so different in Europe? “The answer is always in the consumer, and the consumer’s profile depends on social, economic and demographic indicators,” says Andrey Savitsky, creative director of the international direction in the USA of the agency F.BURO 17/10. — If we generalize all European girls, we will get a consumer with the key pattern of “get the best for less money”. The European client goes, first of all, for the quality of the service itself and only to those salons and to that specialist where it is the best, and also corresponds to his price ideas. The American consumer understands that any service and its cost are determined based on the positioning of the salon, and in most cases the quality leaves much to be desired.”
Do European salons have a future in America? Yes, and a very bright one. As an example, experts cite the Nail Sunny chain and one of the founding sisters, Eleonora Movsipyan. It was Nail Sunny that was responsible for Eva Longoria's manicure at the Oscars this year. The Movsipyan sisters began conquering America in 2019. “They had unsuccessful locations in Miami, but they were able to find their niche with the help of bloggers and TikTok videos,” notes Igor Stoyanov, founder of a mentoring course for beauty business owners, creator and chairman of the board of the Association of Beauty Industry Entrepreneurs (APIC).
“This trend will only gain momentum. Even now, the young generation of American women is trying to get into a European salon with a European master,” Dasha Fomina assures., head of the creative agency F.BURO 17/10, which builds complex marketing for salons in Manhattan. — The portrait of the average American woman is a rather conservative woman who is skeptical of new masters and salons. In America, there is a culture of heritage, and women can visit salons for generations. To choose a salon, the argument “my grandmother or mother went there” is enough. It is difficult for them to trust a new one, especially if the salon employs immigrants, no matter what country they are from. However, in recent years, the local community has begun to show interest in European manicure. Girls actively discuss its features and are amazed by the approach that is familiar to Russians.”
Difficulties of transition
There are no exact statistics on how many manicurists have left Europe, nor on the number of relocators. But even before 2022, those who left to live or work in other countries, during their vacations in Europe, first of all signed up for their nails, as well as for a dentist and a cosmetologist.
The average price for a European manicure in American salons is $80-100. In Dubai, it starts at $100. And the cost of a regular manicure ranges from $35 for an Asian manicurist to $150 for a top manicurist of any nationality.
If the “European manicure” is still a novelty for Holland, then the trend has not only reached American salons, but has already caused haters to appear. “Many of our…
