Started in 2013 by Vinylux from CND (Revlon) and followed by many key players in the industry launching their own versions, this new product type promises a gel-like effect for up to 10 days without the need of an UV and LED lamp to dry it. Other notable products include OPI’s Infinite Shine, Jessica’s Phenom, and All Week Long from European player LCN. The category has become so important that Kline begun to report it separately in the newest edition of its report on this segment.

The gels category, which had been very strong over the past few years and still a popular choice among consumers, saw a slight slowdown in 2015. A lack of true innovation coupled with potential damage caused by the gels removal process hurt the category, as neither soaking in acetone or peeling the product off are gentle on nails. Competition from newer hybrid nail polishes also contributed to the slowdown. While marketers continue to seek the best solutions for gentle removal, consumers are beginning to take a break from gel products and turn to treatment products, such as IBX—an innovative repair system that has been expanding across all regions, driving sales of the care products …