Nailed it: how at-home nail techs are changing the beauty industry

Why sit in a nail salon when your perfect manicure is just a DM away?

Getting your nails done used to mean booking an appointment at a traditional salon. But more and more people are now turning to at-home nail technicians for quality service at a lower cost. With the rise of social media platforms such as Instagram and TikTok, independent nail artists are building strong followings and attracting clients who prefer a more personal and affordable experience.

Social media has been a source of inspiration for people learning nail care themselves. Caroline Kudela, a junior at the University of South Carolina, started doing her own nails after watching others online.

“I never really thought about doing my own nails at home until I started seeing TikTok and Instagram videos of at-home nail techs,” Kudela said. “It inspired me to get the supplies myself and give it a try because I realized it was possible.”

Others, like Jill Smiley, also a  junior at USC, have turned to independent nail techs for professional service without the high price tag.

“I love having my nails done, but I got tired of paying a fortune for a simple design,” Smiley said. “So, I turned to Instagram and found a local nail tech who works from home. She did an amazing job for about half the price I would have paid at a traditional salon.”

Aileen Velazquez, the owner of Glossyx.Nails, operates her nail business from her home in Forest Acres. She began doing nails as a passion project during high school. Now, it has now become a full-time career.

“I was at my lowest point in life, and I didn’t really know what I wanted to do, because I was still in high school,” Velazquez said. “I really wanted to find something I was passionate about and enjoyed doing.”

To build her skills and potential clientele, Velazquez started by practicing on a mannequin and posting YouTube videos. She grew more confident over time and moved on to doing her mother’s nails and later, her friends’ nails. She attended Bella Beauty School on Bluff Road during her senior year while still juggling her high school coursework.

Then she acquired the professional license required by the state. South Carolina requires nail techs to be at least 16 years old and have completed at least a 10th-grade education. They also have to take a 300-hour professional program of study and pass a written test.

“It was definitely difficult to balance it out, but it was something I was super passionate about and knew I wanted to pursue after I graduated,” she said.

Velazquez originally envisioned starting her career in a traditional nail salon. But her growing presence on social media helped her attract clients faster than anticipated, allowing her to pursue her passion independently from the start.

“Through my social media platforms, I really took off with my clientele,” Velazquez said. “I’m super blessed that I was able to have the success that I have.”

She said her prices also are more affordable than those of traditional salons, which often have higher overhead costs.

“I definitely feel like I’m very reasonable with what I charge,” she said. “Salons do tend to overcharge, in my opinion, but I understand why they have to. They have multiple nail techs to pay, along with covering rent, supplies and other expenses.”

Velazquez books her appointments through Instagram, where she showcases her work under the username @glossyx.nails. She also shares her content on TikTok as @glossyx_nails, helping to grow her audience and reach potential clients.

For Velazquez, the goal remains simple:

“I just want to be able to share my craft with people who appreciate the art of nails and make them feel confident and beautiful.” she said.