The Fastest-Growing Nail Brand In The World (As Featured In Vogue)
Vogue's Beauty Tracker named Heyhae #1 in year-on-year brand growth — a 3,000% surge in search interest that signals a new era for at-home manicures.
Why Heyhae Became the Most-Searched Nail Brand of 2025
The Vogue Business Beauty Tracker — produced in collaboration with Spate, the leading beauty trend intelligence platform — spotlights only the brands demonstrating the most significant and consistent upward growth. In the nails category (February 2025 to January 2026), one brand claimed the #1 spot. It wasn't a legacy salon name.
This isn't a casual mention. The Tracker is updated every week, featuring only brands that show both a year-on-year spike and historically sustained momentum. To appear at the top means the data has been validated repeatedly — not a fluke, not a single viral moment. Heyhae recorded a 3,000% year-on-year increase in search interest, outpacing every other brand in the nails category — including Diamond Cosmetics (+537%), Nail Reformation (+382%), and established names like Sunuv and IBD Beauty.
The Shift Vogue Identified
According to Vogue's analysis, Heyhae's rise is directly tied to a growing consumer preference for convenient, at-home nail solutions. Specifically, the article highlighted the appeal of semi-cured gel strips — a format that Heyhae has pioneered and refined — which can be applied using nothing more than natural sunlight, resulting in a quick, salon-quality, non-toxic manicure at home. This isn't just a trend. It's a reimagining of how people think about nail care: less time at the salon, less exposure to harsh chemicals, and more creative control in your own hands — literally.
The Broader Nail Trend Context
Heyhae's rise happened alongside a wider explosion of nail creativity. Vogue's data showed stained glass nails surging 2,000% in searches, matcha nails climbing 781%, and nail art pens becoming a staple with 6,070 monthly searches. Consumers aren't just maintaining their nails — they're treating them as a canvas for self-expression. Semi-cured gel strips fit perfectly into this creative moment. They offer the finish and longevity of gel, the variety of nail art designs, and the simplicity of a peel-and-apply format — all without a UV lamp or salon appointment. Heyhae's growth is inseparable from the broader move toward beauty that is expressive, accessible, and non-toxic.
☀️Sunlight Activation:
No UV lamp needed. Heyhae's semi-cured strips cure under natural sunlight in seconds — the most effortless gel application on the market.
🌿Non-Toxic Formula:
Free from harsh chemicals found in traditional salon gels. A clean, skin-safe formula for everyday wear without compromise.
💅Salon-Quality Finish:
Long-lasting gel shine and chip resistance — without the salon price tag, UV exposure, or lengthy appointment.
🎨Endless Designs:
From minimalist neutrals to stained-glass art, Heyhae's range keeps pace with the nail trends Vogue identified as defining the era.
What This Means for You
When Vogue tracks beauty search trends across hundreds of brands and yours surfaces at the very top with a 3,000% growth rate, it means the conversation has already started without you in the room. People are searching for Heyhae because someone they trust — a friend, a creator, a beauty editor — pointed them there. Now is the moment to meet that curiosity head-on. Whether you've heard of Heyhae before or are discovering it for the first time, the data is clear: this is what the future of nail care looks like.
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