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Riddle: I give thoughts a voice without needing to speak,
Shown in art, words, or feelings you seek.

What am I?

Answer: Expression.

People love to express who they are—through clothes, tattoos, art, and countless other creative outlets. As unique individuals, we’re naturally drawn to personalised designs that feel truly our own.

One company has found a new canvas for self-expression: your nails.

Today, we’re heading to China 🇨🇳 to explore how they’re making it happen.

Meet O’2 Nails👋

O’2 Nails is on a mission to shake up the nail tech industry with an unexpected innovation: nail printers. Their machines can print intricate, custom designs directly onto nails in minutes—turning nails into a canvas for creativity.

From detailed artwork to personalised patterns, O’2 Nails makes self-expression faster, more accessible, and far more scalable than traditional nail art.

How it works?⚙️

This technology dramatically speeds up the nail process—turning what can take 30 minutes into just a few minutes. Through the app, customers can upload their own designs and have them printed directly onto their nails, unlocking a whole new level of creativity and personalisation.

And if consumers are not sure what design you want, O’2 Nails has them covered. Their in-house design team creates a wide range of high-quality nail designs, giving customers plenty of inspiration to choose from.

Challenges🤔

That said, there are a few challenges worth noting.

The printers come with a high upfront cost, which could limit accessibility for smaller salons or independent nail techs. In some cases, users have also reported image distortion, with performance varying depending on location and app reliability.

There’s also a more human consideration. For many people, getting their nails done is a relaxing, almost therapeutic experience—so speeding up the process isn’t necessarily a win for everyone. And as with any automation, there’s a question around how this impacts traditional nail technicians, especially those running side hustles or relying on nail services as their main source of income.

Food for thought💭

• Speed only matters when it matches user intent: Efficiency isn’t always the goal—some experiences are meant to be enjoyed, not rushed. Operators must understand why customers show up before optimising for speed.

• Personalisation beats technology: The real value isn’t the hardware, but the ability for users to express identity and co-create something unique. Lead with emotion, not features.

• Disruption works best when it augments people: Automation in human services can face resistance. Products gain wider adoption when they empower professionals rather than replace them.

Till next time,

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