NAILS

116 | NAILS MAGAZINE | DECEMBER 2016You can find a slideshow featuring more photos fromthe nail scene in Vietnam at http://www.nailsmag.com/vietnamgallery.``````floor of someone’s house. Traditionally, beauty salons in Vietnam have been full-service, offering nails and hair services together. But lately, nails-only salons havebegun opening; they frequently market their nail art and cater to young women.High-end nail salons that cater to affluent Vietnamese and to tourists resembleboutique salons that exist in the United States. However, spa pedicure chairs withbuilt-in foot basins are not popular in Vietnam — at least not yet. “The typical nailsalon in Vietnam is small with a couple of tables and chairs,” Tran says. “You rarelysee a spa pedicure chair in Vietnam. Techs use a bowl to carry water.”Affluent consumers in Vietnam are increasingly demanding high-quality prod-ucts, especially organic and natural ones, according to Euromonitor’s “Beauty andPersonal Care in Vietnam” report published in April 2016. “Understanding this newtrend, some famous international brands have started to launch deep treatments andnatural products to respond to the huge need from high- and upper-middle-incomeconsumers,” the report states. “In 2015, some companies recorded great perfor-mances and a good pace of retail value growth, such as Skin Food Vietnam Co Ltd.,Yves Rocher France International, and The Face Shop and Vichy by Vichy Vietnam.One salon that targets health-conscious Vietnamese and expatriate clients who arefocused on well-being and sanitation is Merci Nails & Cafe in Saigon. “We provideonly waterless nail treatments to avoid bacteria and dry skin,” says co-founder IldaBriosca. “Zoya and Kure Bazaar non-toxic varnish color as well as our signature nailart promise our clients gorgeous and healthy nails.” The nail salon’s most popularservice is “The Brazilian,” which uses disposable waterless kits and incorporates akeratin and collagen mask, complete cuticle care, moisturizing massage, pumicingfor feet, and clear base coat. It costs US$20, which Briosca notes is well over the goingrate of US$4 for a basic manicure. In general, the most popular nail services catego-ries in Vietnam are cuticle cutting (including ingrown nail removal) and nail art.Whether choosing a solid color or a nail art design, most clients opt for traditionalnail polish. However, gels and acrylics are gaining a toehold in Vietnam. Gelish is“still a pricey item to invest in,” says Hand & Nail Harmony’s Nguyen. “But they arestarting to realize you can do so much more with gels.“I see more gel painting every day over there. They use different consistenciesto create different things. I’m slowly seeing it work its way over here because somecompanies are making their own versions already. They are not as pigmented, but it’llget there.” Vietnamese techs at tradeshows also show interest in liquid-and-powderproducts.``````NAIL STYLE“The enthusiasm for nail art in Vietnam is huge. Techs can create a set in four tofive hours with great nail designs and charge US$25,” says Tran, adding that in theUnited States she doesn’t typically see the detailed designs that are so popular in``````Merci Nails & Cafe in Ho Chi Minh City, Vietnam, resembles boutique salons in the United States.``````92615