These Nail Brands Clawed to the Top of Spate’s Popularity Index

Nail care is all the hype among beauty enthusiasts, who believe it’s worth every pretty penny to carve out time to sit back and be pampered, hand and foot.

However, consumers are health-conscious now more than ever and appreciate brands whose polishes are free of 21 common, but potentially harmful chemicals. These include ingredients like formaldehyde, toluene, xylene, and camphor – the ongoing exposure of which have been linked to serious health issues like blood cancer.

Right now, Madam Glam and V Beauty Pure are leading the charge of the top-growing nail brands in the US per Spate’s Popularity Index.

Madam Glam

Madam Glam, a New York–based, 21-free nail brand, has grown by +102.2% compared to last year, and across platforms, per analysts. On Search, the brand is up 19.3%; on TikTok, 78.6%; and on Instagram, 114.8%. Instagram remains its strongest platform, with 86.2% of the brand’s Popularity Share. The trend receives an average of 8.0K monthly searches on Google and 70.6K weekly views on TikTok. On Search, consumers are most interested in Madam Glam’s gel polish, polygel, and builder gel — proof that professional-grade nail products are in demand, whether for at-home use (recession core) or to bring to the salon. Nail art has also become a creative hobby for many, especially on platforms like TikTok, which has evolved into an educational hub for learning techniques and sharing inspiration.

Searches also show curiosity around the brand’s color-changing nail polish, the kind of eye-catching innovation that thrives on TikTok and IRL. On TikTok, Madam Glam holds a positive consumer sentiment score of 8.8/10, signaling strong enthusiasm in comment sections, analysts say. Top related hashtags include #nailinspo (42.9K average weekly views) and #nailtutorial (8.8K average weekly views), reflecting how consumers turn to the brand for both inspiration and education. Analysts encourage nail brands to take note, as trend chasers are on the scroll for their next manicure idea.

V Beauty Pure

Valentino Beauty Pure specializes in professional-grade acrylic and gel nail supplies. The brand has grown by +32.6% compared to last year, and across platforms. On Search, growth is up 48.9%; on TikTok, 65.1%; and on Instagram, 24.5%, per Spate. Instagram remains its dominant platform, holding 75.0% of the brand’s Popularity Share. The brand receives 3.7K average monthly searches on Google and 7.1 million average weekly views on TikTok. On Search, consumers are actively looking for discounts and promo codes, signaling high purchase intent.

Analysts say this behavior is driven by V Beauty Pure’s running of its own sales and promotions. Moreover, searches also reveal strong interest in the brand’s acrylic powders and gel polishes, suggesting that consumers are continuing to DIY. On Instagram, top hashtags like #nailinspo (3.2K average weekly likes) and #nailartist (2.9K) reflect consumer interest in learning from professionals or finding new nail techs. Similarly, on TikTok, hashtags such as #nailtutorial (565.4K average weekly views), #nailinspo (183.5K), and #nailartvideos (107.0K) show that the platform has become an educational hub where consumers look for technique, inspiration, and product recommendations. Currently, the brand’s top related TikTok hashtag is #halloween (625.3K average weekly views), showing how beauty brands can capitalize on seasonal and cultural moments to remain relevant.