Nail polish for men. men’s grooming trend

Take care of your beard, tweeze your eyebrows or apply moisturizer. today these gestures are well integrated by men, especially the youngest. But recently they are finally taking care of their nails. A recent survey by Treatwell, a digital platform specializing in arranging beauty salon appointments, shows that 30% of French people are ready for a manicure and pedicure*. “Many more men are ordering these services, which were previously perceived as exclusively feminine,” confirms Clarissa Scalisi, a beauty expert at Peclers trend firm. “At the same time, services and products for men’s or mixed nail care in particular are evolving more and more.”

Influential models

At Cesar’s last ceremony, actor Vincent Macken’s black lacquered nails did not go unnoticed. He is not the only one who dares this imagination. Unthinkable not long ago, outside of goth culture or the queer community, we now see people’s fingers displaying colors and stickers. Among the most famous are the rappers A$AP Rocky and Lil Nas X, the comedian Pete Davidson or even the biggest French YouTuber Squeezie (17 million subscribers on the social network). A movement that began in 2021 with British singer Harry Styles’ launch of a gender-neutral nail polish brand, Pleasing. The packaging and vocabulary are also changing. These fun or designer bottles, called “paints” or “varnishes” for nails, are aimed at a wider range.

The trend is part of the global societal context. “Today we are dealing with multiple, complex masculinities. This new vision, carried by Gen Z, is tearing apart the established standards,” affirms Clarissa Scalise, who also notes “a real resurgence of creative daring and expression among these uninhibited youth.” Witness countless nail art tutorials on TikTok garnering millions of views.

Courage and creativity

27-year-old Charlie has been a fan of semi-annual manicures for over a year. “It’s a form of expression that complements my style,” he says. “I choose the template according to my mood. Right now I’m using a mix of etched flames. I also like to draw small pictures: smileys, flowers, eyes. The same state of mind for 33-year-old Helmuth, a “huge nail art fan” for five years. “I like to have fantasy at my fingertips, I attack my projects as creations inspired by Chinese vases, video games or nature,” she says, detailing that she shares that passion with her husband, to the point that it has become “couple activity”. It remains to teach the most difficult people to this new playing field. “I often meet people who don’t understand,” admits Helmut. Charlie, he is amused by these reactions. Because even if the trend is up, it remains a niche phenomenon. “It’s regulated, but it’s not central to everything. You still have to be brave,” concludes Clarissa Scalise.

* Treatwell study, “Groom Boom. French men take care of themselves too,” March in 2022