Nailing the Market: How Solo Nail Artists Are Turning a Side Hustle into a Growing Empire

Independent nail technicians are reshaping the beauty industry in living rooms and converted bedrooms across South Florida, offering quality and affordable services that rival high-end salons. For many clients, these self-made entrepreneurs are trusted artists. 

According to the U.S. Bureau of Labor Statistics, the nail salon industry has seen steady expansion on a national level since 2023, and experts expect the market to grow 12% by 2033. This growth is also evident in South Florida, where a population that prioritizes appearance and self-care has led to a sharp increase in demand for nail services. 

“I actually never had the desire to be a nail artist; I just wanted to be able to do my own nails for an affordable price, especially after moving to a new city with no job,” said Kendal Williams, 19, a second-year graphic design student at Florida Atlantic and CEO of bocabratnailz. 

With no formal training, Williams taught herself using online tutorials and her natural eye for design. She discovered a talent for intricate, hand-painted work, combining her love for visual art with beauty services. Now, she books a steady stream of clients between classes.

Another factor driving the trend toward at-home nail treatment was the COVID-19 pandemic. Press-on nails and do-it-yourself solutions became popular due to salon closures and health issues, allowing nail artists like Danae Rojas to bring those solutions to the table. 

Rojas, 23, is a Puerto Rican American and has been a licensed nail technician in West Palm Beach for four years. She never expected this to be her career at such a young age. But when the COVID-19 pandemic hit and the world shut down, she found herself with time and a $30 nail kit.

“I used to think going independent would mean more freedom, but it’s a grind,” Rojas said. “It’s not just drilling and painting nails; it’s marketing, scheduling, creating content and providing a relaxed environment.” 

The 23-year-old began learning through YouTube videos, practicing on herself and her close friends. Once she realized how serious she was about the craft and wanted to turn her pandemic hobby into a full-time job, she enrolled in a licensing program to become certified and started her business, nailsx.nae. 

In Florida, nail technicians must follow several regulatory standards. Specialists must register with the Florida Board of Cosmetology, pass a final exam, be at least 16 years old, be a high school graduate, and finish at least 240 hours of nail technician training at an approved school. 

Rojas and Williams, like many others, are primarily self-taught.

Still, the fast-growing industry has challenges, especially for young professionals trying to balance academics, clients and social life. 

“One of my biggest challenges is that I’m still a college student with a life outside of nails,” Williams said. “I started for personal reasons and happened to create a successful career out of it, which I love, but responding to 20-plus messages at a time? That can get overwhelming, especially when clients don’t read the policies first.”

Unlike Williams, Rojas’s challenge as a technician is staying consistent online. “Social media is a huge help with audience engagement and attracting new clients, but after a long day, finding the time to plan content is my biggest challenge,” Rojas said.

Clients are noticing the difference. Ariana Molina, a 21-year-old Palm Beach State College dental student, says she used to go to a nail bar down the street from her house, but felt rushed and was being charged more for less.

“Like a short French set shouldn’t be almost $70,” Molina emphasized. The dental student further explained that switching to independent technicians wasn’t just about prices but the experience. 

“The local tech I go to always keeps her studio smelling clean, offers snacks and drinks, and we either have great conversations or watch a movie on Hulu or something. It’s basically a free therapy session with a refreshing new set at the end,” Molina said. 

The rise of independent nail artists comes from a broader industry shift, one led in part by entrepreneurs like David DiLorenzo, CEO of his multimillion-dollar nail business, Valentino Beauty Pure, in West Palm Beach.

According to Forbes, DiLorenzo’s journey into cosmetology is rooted in family tradition. His grandfather was a barber, and his parents owned salons in New York City and South Florida. This early exposure gave him a comprehensive understanding of the industry’s nuances and garnered nearly half a million Instagram followers.

With the rising demand shifting beauty standards and as summer approaches, South Florida’s solo nail artists are rewriting what it means to have chic nails without breaking the bank.

“I see my business booming in the next two to three years because this isn’t just a phase, it’s the future,” Rojas said.