The nail market is going through a period of constant evolution. New techniques, trends that emerge quickly and consumers increasingly attentive to new developments make professional updating an important differentiator for those who want to grow in the area.

But, in addition to technical mastery, other factors began to influence success in the profession, such as professional positioning, financial management, digital presence and customer experience. To help manicurists and nail designers to strengthen their careers, we have put together seven practical and essential tips to stand out in an increasingly dynamic market.

The experts interviewed are part of the team of experts from the Ícone Nail Design project, a training course at the Embelleze Institute, which brings together references from different segments of the nail world. Together, they share guidance ranging from technical improvement to career, business and customer relationship strategies. Check it out!

1. Stay up to date on trends and techniques

O nail market evolves quickly, requiring professionals to keep up with new techniques, products and consumer behaviors. According to Aline Augusto, pedagogical director of Instituto Embelleze and responsible for developing the Ícone Nail Design professional course, more than a competitive advantage, constant updating has become a necessity.

“Clients arrive at the salon increasingly informed and looking for news that they follow on social media. Therefore, professionals who invest in training expand their opportunities and are able to better adapt to market changes”, he explains.

2. Understand that your career is also a business

In addition to technique, it is important to develop a strategic vision about your own career. Building authority, strengthening your personal brand and creating genuine connections with clients can make a difference in professional growth.

“Today, a manicurist is not just a performer of techniques. She is a professional who needs to know how to communicate her value, build trust and develop lasting relationships with her clients. When we understand a career as a business, we start to see growth opportunities that go far beyond the service itself”, says Ana Freitas, specialist in education, mentoring and business for the beauty market.

3. Improve in techniques that add value to service

A search for specializations allows you to expand your service portfolio and serve different customer profiles. Modern techniques can also help to optimize service time and increase the durability of results.

“Advanced manicure specializations require study and practice, but they bring an important difference to the professional. When you deliver a quality result, with an impeccable finish and durability, you increase customer satisfaction and strengthen your reputation in the market”, highlights Angélica Almeida, specialist in F1 Mold and perfect manicure.

4. Prioritize services that deliver practicality and durability

Customers are increasingly looking for solutions that make their routine easier and offer lasting results. Understanding these needs helps to build a more loyal and satisfied customer base.

“Trends change, but some needs remain the same. Customers are looking for practicality, durability and a beautiful result for longer. professional who can identify these demands and offer appropriate solutions creates a relationship of trust and increases the chances of loyalty”, says Carol Lucena, educator, manicurist mentor and specialist in gel nail polish.

5. Use social media as a professional showcase

Social networks have become an important tool for strengthening presence and showing the work carried out on a daily basis. “Many clients meet a professional online before even scheduling an appointment. Showing results, sharing experiences and presenting behind-the-scenes work helps build credibility. It’s not about having thousands of followers, but about transmitting confidence and professionalism”, says Gabriela Savaris, a manicurist mentor.

6. Organize finances from the beginning

A busy schedule doesn’t always mean a healthy business. Have control over income, expenses and investments is fundamental to ensuring sustainable growth. “Many professionals are intensely dedicated to their work, but they don’t keep track of business numbers. Knowing how to price correctly, control costs and separate personal and professional finances are habits that help build a more secure and profitable career. Financial management is also a professional skill”, highlights Sá Venturin, nail instructor, financial mentor and management specialist for beauty businesses.

7. Share knowledge to strengthen your authority

In addition to serving clients, many professionals find new opportunities by sharing experiences, teaching techniques and becoming a reference in their areas of expertise. “When a professional shares knowledge, she strengthens her authority and expands her vision of her own career. Teaching is also a form of learning and can open paths to new opportunities within the beauty market, whether as an educator, mentor or specialist”, comments Rosana Rodrigues, creator of Imersão de Manicure a Educadora.

By Caroline Amorim