Noreen Divina, the CEO of Nailandia, on Nailing a Highly Successful Franchise Business

Whether it's the revival of salons post-pandemic or the growing popularity of pampering, Noreen Divina, the CEO of Nailandia, shares why a highly franchised salon business model works.

The Global Nail Salon Market size is valued at $11.86 billion USD (around PHP 671.35 billion) in 2022 and is expected to reach $20.19 billion USD (around PHP 1.14 trillion) by 2029 at a compounded annual growth rate of 7.9%. This just goes to show that after a major slump in the pandemic, the nail salon industry has experienced a marked resurgence in the past year.

What's more, nail salons used to be frequented by mostly female customers. But nowadays, men have been seen entering nail shops for their grooming and pampering needs. The menu of services has also expanded from the basic manicure and pedicure to include nail art, nail enhancements, and extensions, hand and foot massages, lash extensions, as well as massage and spa treatments.

Why? The growing demand for quality preening and fashionable nails has resulted in many one-off nail salons. That same demand, however, has boosted the businesses of existing nail salon brands like Nailandia that took advantage of the opportunity to grow and expand. 

Owned and operated by CEO Noreen Divina, Nailandia opened in 2011 with a lone company-owned branch in Tomas Morato, Quezon City. Just a year and a half after the first branch opened, she started franchising the nail salon shop. Moreover, prior to the COVID-19 pandemic in 2020, Nailandia had 160 branches and presently, there are 180 branches (with more to open) spread across Metro Manila and the provinces.

Given the immense success of Nailandia, Noreen shares how franchising has helped her business grow in leaps and bounds, and why business owners should do the same.

The Road to Salon and Spa Success

“Would you believe me if I told you that I have not had a major struggle—except for mandated closures during COVID-19—since I started the business?” says Noreen in her exclusive interview with The Business Manual.

In fact, the CEO's too-good-to-be-true story started a decade ago when she would hide away at the salon weekly to destress. “My husband would call to ask where I was and I’d always be at the salon getting my nails done or having a massage," she recounts. "As a joke, he told me that I should open my own nail salon so I could save on expenses. And that’s what I did!”