Caitlin Stewart has been scrolling through nail art images since middle school, but she says getting her nails done today is about far more than pampering. For the 22-year-old Ottawa resident, a manicure is a way to express personality, spark creativity and complete an outfit — an accessory in its own right.
“I look at nail trends all the time,” said Stewart, who works as an assistant at The Hair Cove. “There are so many fun patterns, and I like edgy designs. It ties into the outfit.”
Stewart is part of a growing cohort of young people in Ottawa and beyond who view nail appointments as a personal ritual shaped by social media, self-care culture and a demand for more customized beauty services.
And part of the result of this interest is an increase in the revenue in the hair and nail industry by around 5.4 per cent “to an estimated $5.8 billion over the five years through 2025,” according to a report by IBIS World, which says salons have used social media platforms to improve customer relationships and expand their reach.
For many clients, social media sparks ideas, but it’s the local nail artists who bring them to life.
A nail studio built “from scratch”
Thy Ho Dac has seen interest in nail art surge since she opened Meie Studio in Manotick a few months ago. The full-time student at Carleton University has to balance her third-year Commerce classes with long evenings of appointments, since her booking calendar tends to fill up weeks in advance.
“I started doing nails when I was 16,” Ho Dac said. “Back then, it was just a hobby. This year, I realized it could become something meaningful, and my family supported me in opening my own studio.”
Ho Dac, who is Vietnamese, said her cultural background shapes both her artistic style and the way she runs her business.
“A lot of my designs are inspired by Vietnamese culture,” she said. “Clients from different backgrounds like different styles. Asian clients usually like subtle, nude nails with sparkles, and younger Canadian clients go for bold colours like red or blue.”
Ho Dac said nail art offers something fashion and jewelry can’t: a frequent, personal, creative ritual.
Carleton students Huong Nhi Nguyen, 21 and Uyen Nhu La, 20, both helped Ho Dac build her studio from the ground up.
“She told us she wanted to open her own studio in April,” Nguyen said. “We were at the studio every day from 7 p.m. to 6 a.m. helping her set everything up.”
Nguyen helped market Ho Dac’s business on social media, design business cards and create the studio’s aesthetic. La installed all the equipment and furniture, worked on logistics, and attracted clients.
“She didn’t need to hire anyone, we did all the installation work ourselves,” La said. “Even with our busy schedules, it was exciting to contribute to her dream.”
Ho Dac has the store covered when it comes to client relations. She works with each client personally because she wants them to feel the difference between independent studios and walk-in salons.
“I get to know their stories, their experiences, even their pets,” Ho Dac said. “It builds trust over time. They leave feeling pampered, confident and happy.”
Ho Dac starts appointments by helping clients choose and adjust the shapes, colours, and styles for their nails. She said this process gives people control over their personal style.
“Nails are a way of expressing personality,” Ho Dac said. “It gives people a boost of confidence.”
For Stewart, these two-hour appointments offer a break from daily stress.
“You sit there chatting with your nail tech,” said Stewart, “and then you walk out with a beautiful set.”
As for Carleton exchange student Jaehee Youn, 22, it’s a process that always manages to make her feel content.
“I’m so happy every time I get my nails done,” Youn said. “I always show my friends after.”
Youn said she has seen more men getting their nails done with minimalist designs in black or grey. She believes the trend will grow in Canada thanks to the the influence of celebrities and East Asian culture.
A growing trend for men
Male celebrities like Shawn Mendes, Bad Bunny and Brad Pitt have normalized nail art for men. In an interview with Fashionista, celebrity manicurist Brittney Boyce said more men are embracing nail design as creativity and self-expression.
Minh Duc Pham, a 26-year-old system analyst at Canadian Blood Services, says he was inspired by K-pop star G-Dragon. Pham started with simple black designs and fire patterns.
While his family and friends are supportive, Pham said older generations may not always understand.
“It’s not limited to women,” he said of nail art. “Everybody can do it.”
Pham gets his nails done more often in Vietnam, where a full set costs between 300,000 VND (less than $20 CAD) and 700,000 VND (around $40 CAD). In Canada, an average manicure ranges from $60 to $100. Because of this difference in price, Pham treats it as a hobby rather than a regular expense.
Stewart shared a similar sentiment.
“I love getting my nails done,” she said. “But it’s not always something I can shell out a lot of money for. I save it for special occasions, like concerts.”
Youn, who goes to a studio once a month, said she values quality over cost. “I’m willing to pay more if the service and quality are good,” she said.
A booming beauty sector
Social media sites like TikTok shape nail design trends almost instantly, with the hashtag #nails featuring more than 32.3 million videos. Ho Dac said clients often bring her screenshots from influencers or nail artists from around the world as references for their own designs.
Running Meie Studio while studying has meant long days and late nights for Ho Dac. She said the effort has been worth it to keep making her clients happy.
For clients such as Stewart, the appeal of nail art is simple: it offers a small but meaningful way to show who they are.
“Right now, it’s a side hustle that I love. I get to be creative, meet inspiring people and see them leave with smiles. That’s the most rewarding part,” she said.
She described it as a way to combine skill and imagination on a tiny canvas. “And it just makes you feel good,” she said.
