One of the criticisms of emerging technology is that ROI is hard to find. Some believe that AI, machine learning and generative AI are suffering from the no-ROI syndrome today. Others feel the same way about blockchain and The Metaverse, among other technologies that have yet to hit their stride. (Part of the problem with ROI requirements is timing. One never knows when a technology will break out. So companies (and their investors) make bets about the applied potential of individual and baskets of technologies. Sometimes the bets pay off; sometimes they don’t.
Another challenge is the application of the technology in new and creative ways. I tell my students they should think outside the box – well beyond what the market and current players are doing – or not doing. We also know that integration across technologies can be complicated and expensive. This is especially challenging when the application area is new or “creative” – as it is for OUTOFHAND.
But what happens when extraordinary technology meets a product area that’s growing with a business model that’s unique? What happens when “citizen creativity” is matched with world- class designers and celebrities?
What happens when all this converges on finger nail art, as it has for OUTOFHAND?
While nail art isn’t a new trend … the sector has experienced a creative renaissance over the last few years. Today’s customer requests range from ‘cat claw’ nails to ‘pierced’ manicure with 3D designs also trending (‘3D nails’ searches on Pinterest are up 35% since June). And over the same period, press-on nails (artificial) are the number 2 most searched beauty category in Amazon.
OUTOFHAND’s Market Strategy
Who knew that the total size of the nail care market was over $25 billion in 2024 on its way to over $35B by 20320? Or that the artificial nail market will approach $4 billion by 2030? The global nail market is experiencing significant growth.
Fortune Business Insights validates OUTOFHAND’s market strategy:
Nail art has become increasingly personalized and intricate. From floral designs and geometric patterns to abstract art and glitter galore, there is a wide range of artistic expressions that are trending across countries. Hashtags like #Nails and #NailArt have amassed 174 billion and 38.8 billion views respectively on TikTok.
The use of nail embellishments such as charms, crystals, and pearls has added a new dimension to nail art, creating a more dynamic and eye-catching look. Overall, the market showcases a blend of creativity, sustainability, and individuality, allowing individuals to express their unique style in exciting new ways. The rising availability of the product, nail art designs, and tutorials across these platforms by celebrities, influencers, and nail artists propel the market growth.
OUTOFHAND’s CEO Samuel Deutsch points to a new report from The Economic Times which highlights that over 93 million selfies are taken each day (adding up to 3 trillion annually), and 25 billion videos were created with effects on TikTok last year (from their Annual Report).
In a world increasingly shaped by social media, nail art is undeniably emerging as a rapdily evolving form of fashion and self-expression.
OUTOFHAND could have written this market analysis. It describes market targets and trends beautifully. It accentuates the artistic aspects of the market as well as the role that celebrities and influencers play as the market disrupts itself. But it does not describe the technologies that enable the market trends which is where differentiation occurs.
OUTOFHAND’s Technology
OUTOFHAND is betting on computer vision, AI, augmented reality, 3D finger-tracking, among other technologies for the custom design of finger nails of all shapes, sizes and personal fashion. As the founder – Samuel Deutsch – says, “Nail art is the new sneakers.” Fortune Business Insights seems to agree.
“The integration of AI and AR allows for an immersive experience where users can instantly explore virtual nail designs, bringing them to life with stunning realism and precision … OOH enables users to not only engage with virtual nail art, but also seamlessly order these luxury designs as custom-sized, 3D-printed nails.”
The company argues 3D precision in finger tracking technology is shaping the future for consumers wanting to wear accessories. Its AI-based finger tracking technology and processing engine interprets fine-grained movements of fingers including joint articulations, and extrapolates even when obscured from view. The company’s pinpoint accuracy on both hands, in real time, is even beyond the current capabilities of Meta, Apple, Microsoft and Google. Clients can think about designs and make them come true from an app on their Phones.
OUTOFHAND’s Market Twist
But as powerful as the technology is, there’s a twist to OUTOFHAND’s approach. It has partnered with top celebrity nail artists and tastemakers, which include Rihanna, BlackPink, Billie Eilish, Doja Cat, and Dua Lipa to name a few (who end up acting as both creators and advertisers for the platform) thereby enabling the company to scale early adopters quickly (piggybacking these influencers’ audiences) and obviate the much more saturated and competitive standard go to market channels for new AI’s.
This model opens up new revenue streams-imagine a world where nail artists launch their collections just like fashion designers. OUTOFHAND has created the infrastructure for that future. By bridging the gap between digital customization and physical products, they’ve built a product people will return to as a utility, not just for the novelty, but for the genuine personalization and creativity it offers.
Fashion on Demand
At the end of the day, OUTOFHAND is not just selling nail art. Ultimately, OUTOFHAND reminds us that the best technology doesn’t just do things for us-it empowers us to do things we never thought possible. It gives us the tools to create, to express, to connect. It amplifies who we are. In a world where personal expression is everything, OUTOFHAND is leading the charge. They’re showing us that beauty, like technology, is about about more than just function. It’s about art. It’s about humanity It’s about possibility.
The company is now letting people in off the waitlist, and will launch shortly globally. Its parent company – SAVANT – is well-funded from prominent Silicon Valley founders, and investors including SignalFire, and General Catalyst. The marriage between art and technology will be consummated soon. Stay tuned for fashion, digitally redefined. Given market trends, ROI may be well within reach.
