The article describes the specific features of an integrated sustainable-development model for solo-operator nail salons in which environmental and social responsibility cease to be an “optional extra” and instead constitute the nucleus of competitive strategy. Drawing on a comprehensive review of sectoral statistics and accumulated practitioner experience, the study demonstrates that the dominant conveyor-style paradigm—designed to maximise customer throughput and rely on inexpensive materials—entails elevated risks of physical injury, allergic reactions and ecological contamination and therefore fails to secure long-term profitability. In response, a three-component framework is proposed. First, chemical and physical service safety is ensured through the elimination of toxic ingredients and the introduction of a proprietary atraumatic cuticle-treatment technique. Second, environmental responsibility is realised via resource conservation, circular waste management and the deliberate selection of suppliers holding recognised eco-certifications. Third, economic viability is achieved by means of premium pricing, relationship-oriented client retention and zero marketing expenditure enabled by word-of-mouth referrals. The resulting findings confirm the hypothesis that sustainability drives not only ethical benefits but also financial advantages for enterprises, and that the systemic approach outlined here can be scaled to other niches within personalised beauty services on a global scale.

sustainable development, business model, beauty industry, nail services, environmental responsibility, safe materials

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