How the art of male manicure went from niche to mainstream

The male beauty wave also takes place at home as men paint their toenails with hairy legs propped up against the bathtub. The online stores for Harry Styles’ Pleasing and Tyler the Creator’s Golf le Fleur are set up for Australian customers.

Pleasant releases seasonal collections, with the most recent Shroom Bloom range featuring the light green Sprouting and glittery sheer The Whole Dewniverse, promoted on the website and social media by Fleetwood Mac founder Mick Fleetwood. Golf Le Fleur offers three shades, a glitter finish along with Georgia Peach and Geneva Blue which were worn by Tyler The Creator at concerts.

Beauty Entrepreneurs: Machine Gun Kelly at the Billboard Music Awards; Tyler the Creator; Harry Styles.Credit:Getty, AP, provided by Apple Music

“I always wear glitter,” Tyler told US magazine To tempt† “I’ve been wearing it for years, and the thing over [my take on it] is that you only notice it when you look at someone’s nail. It’s not loud – it’s subtle. It’s there, but when the light hits it and you see it, that bitch says, whoa!”

Kelly’s UN/DN LAQR range is the most comprehensive, with colors ranging from the predictably provocative Wet Dream (a clear lacquer with splashes of white) to Renaissance Man (a brown lacquer on the edge of burgundy).

“When bracelets and rings became obsolete, I thought, what else can I add?” Kelly told Fashion† “First it was tattoos and once I tattooed my whole body, I tattooed over my tattoos, then I dyed my hair in a million colors. I started doing my nails because it was something I could change very easily.

Beauty retailer Mecca is noticing an increase in male customers exploring manicures and hand care after the boredom of COVID-19 lockdowns.

“Everyone wants to have a little more fun and adventure, so we’re seeing more interest in color, including nails,” said Jennifer Horsley, head of artistic Mecca. “People want to experiment and try new things. I’ve seen many a man rock Jinsoon’s Toff and Audacity shades for a grungy winter vibe.”

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It is new territory for retailers and marketers, which also causes unexpected problems for some carriers.

“I came home from my first pedicure with a lilac shade,” Miller says. “Mommy came by and she was the same color.”

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