Toenails are hot and happening. Rhinestone applications are picking up speed, and pre-glued artificial nails are waking up the sluggish nail care category, according to several industry executives.

Though the business has been relatively quiet at retail for the past few years, the category is showing potential for growth as innovative new products and hip fashion trends with a focus on nails are beginning to drive the business forward again.

It certainly was time to breathe new life into the category. According to Information Resources Inc., total nail care sales slipped 3.1 percent in drugstores during the 52 week-period ended May 20.

According to Grace Tallon, vice president of marketing at Kiss Products, three top designers–Fendi, Chanel and Chloe–recently have emerged with ads that show long, decorated nails. “That’s helping the category dramatically,” she explained.

Indeed, the nail category is beginning to pick up momentum, agreed Michael Eckert, vice president of retail sales at Worldwide Cosmetics. “Yes, nail has been a little bit of a downer,” but a rediscovered taste for nail accessorizing is shifting the dynamic in the category.

But aside from old trends resurfacing to create new growth in nail care, the category needs true innovation to survive, said. Nina White, senior vice president of marketing for L’Oreal Cosmetics. “We’ve seen that whether women choose long-wear or quick-dry formulas, they ultimately judge their nail polish on the quality of its wear properties,” she said.

“Sally Hansen has a huge hit with its Chrome Nail Color,” said Tallon. “That could potentially have a positive impact on the entire category,” she said.

According to William McMenemy, executive vice president of marketing at Del Laboratories, even Sally Hansen is surprised at the success of Chrome Nail Makeup. “It’s selling way beyond our expectations,” he admitted.

The Sally Hansen brand has been on somewhat of a roll these days. In the first quarter, retail sales for the brand were up 16 percent, Del Laboratories, chairman, president and chief executive officer Dan Wassong told company shareholders at the company’s May 24 annual meeting. “Most of this retail sales growth came from the nail enamel, nail treatment and implement categories with growth rates of 11:9 percent, 12.3 percent and 23.5 percent respectively,” Wassong explained. “Sally Hansen now has a 16 percent share of the nail enamel category and a commanding 49.5 percent of nail treatment.”