Cartoon characters like Hello Kitty were literally drawn onto the nail surface, and it became a fun competition to see the great lengths wearers would go to in order to outdo one another.
The idea of dress in the Western world was shifting by the 2000s and nail colors that were once regarded as tacky or trashy began to be viewed as fun. Before the 21st century, it was suggested that women in the workforce wear nude colors or French manicures to work.
By 2010, women were wearing bold colors both day and night, ushering in a new thought in terms of what was acceptable in the workforce and on the streets. Advancements in technology allowed nail artists to foster in new looks in terms of texture. Matte nail varnish and even fur became all the rage.