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Growing consumer preference for nail polish products formulated without harmful chemicals such as formaldehyde, toluene, and DBP. Brands offering "clean" and "non-toxic" nail polish formulations are gaining traction as consumers prioritize safer beauty products. Environmental awareness website The Roundup reports that 78% of consumers feel that sustainability is important, and 55% of those same shoppers said they would pay more for eco-friendly brands, thus it will anticipate market demand.