MODERN TRENDS IN BUSINESS DEVELOPMENT MANAGEMENT IN THE BEAUTY INDUSTRY (BASED ON THE EXAMPLE OF NAIL SERVICE COMPANIES)

The article is devoted to the study of current trends in business development management within the beauty industry, using nail service companies as an example. The specific characteristics of the nail business as a segment with high market dynamics are clarified, highlighting the need for companies and managers to apply a strategic approach to development management. Particular attention is given to the necessity of integrating both classical strategies and modern hybrid strategic solutions, which must include elements of digitalization, branding, price leadership, and market focus. The significance of internal and external development contexts and their management in the framework of nail service enterprises is revealed. On the one hand, the implementation of innovations, human resource management, and the establishment of strong client relationships are emphasized; on the other hand, the need to be oriented toward global trends of digital transformation and the expansion of beauty industry standards is underscored. Special attention is given to the development of a step-by-step methodology for strategic business development management in nail service companies, outlining key managerial actions that align goals, tasks, and performance indicators. The scientific and practical importance of formulating hybrid strategies aimed at ensuring growth, enhancing competitiveness, and adapting nail service companies to an ever-changing market environment is substantiated. The study concludes that a transition from spontaneous management to a systematic and analytically structured development system is necessary, reflecting both the internal priorities of the business and external transformations in the industry.