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Welcome to our column “Hey, Quick Question,” where we investigate seemingly random occurrences in the fashion and beauty industry. Enjoy!
In a Instagram’s recent direct takeover for Calvin Klein, Machine Gun Kelly and Pete Davidson sit side by side in the nail salon, chatting about all kinds of men’s things as they get their nails done. As with a lot of things happening in 2021, if you put the words “Machine Gun Kelly,” “Pete Davidson,” “manicure,” and “Instagram Takeover” together a few years ago, we’d have a lot of follow-up questions. (And, frankly, there are still a few loose ends we’d like to tie up.) But something plausible? These two very famous celebrities, and they love each other’s manicures.
Just a few weeks ago, Machine Gun Kelly (aka Colson Baker) released his own line of nail polish, Un/dn Laqr. The line launched with 10 shellacs with names like “Mary Jane” and “Slippery When Wet,” all touted as genderless. The MGK star has risen to new heights in the last year, thanks to a high-profile relationship with Megan Fox, a new album and a thriving acting career. And she is rarely (if ever) seen without a copious manicure. So why not capitalize? The polishes quickly sold out after their first drops.
Pete Davidson at the 2021 Met Gala.
Photo: Dimitrios Kambouris/Getty Images for The Met Museum/Vogue
According to a celebrity manicurist based in Los Angeles Brittney Boyce, who worked with MGK and Fox (he was in charge of the recent chained look that made the headlines), the musician is very invested in the appearance of his nails. “He’s always been interested and we really had to step up his nail game together,” Boyce said. And like any good style partnership, their looks are completely collaborative. “Sometimes I’ll come up with an idea that I think would be really cool for him. Other times, he’ll share an idea he has and I’ll work with him to make it happen,” Boyce explained.
In addition to MGK, Boyce has worked with celebrities such as Travis Barker and his son Landon, DJ Kayzo and TikToker’s Jaden Hosslor. He said he saw a change, not only in who got their nails done, but also in how they got it done. “There’s definitely a marked increase in male celebrities getting professional manicures with nail color and even nail art,” says the nail expert. “Men have been doing nail care for a long time, but for photo shoots and whatnot, a lot of guys want bare, manicured hands. Now more men are open to expressing their creativity on their nails, adding cool designs or fun colors, and have fun with him.”
Machine Gun Kelly for Un/dn Laqr.
Photo: Courtesy of Un/dn Laqr
Celebrity manicure based in New York City Julie Kandalec, who has also worked with MGK and Davidson, as well as Maluma and Joe Jonas, agrees that men do get more manicures, says Fashionista. that even “only in autumn and winter it grows so much.” And a nail artist based in Los Angeles @nailboii adds, “Especially for straight cis men, it improves a lot. It’s becoming more normal — people want to get a manicure.”
There’s no denying that MGK, along with the likes of Harry Styles, A$AP Rocky, Joe Jonas, and Jason Momoa have ushered in a new era of men—well, famous cis men—wearing manicures. And if sales say anything, the trend is only increasing. A representative for the Klarna shopping app told Fashionista that the number of manicure kits on the wish list has increased by 251% since October 2020, and of those who saved nail products to their wish list on the app, 10% are men. So while male celebrity has been in the beauty business for years (see: Humarace Pharrell skincare line, David Beckham’s House 99 care collection), nail care is quickly emerging as an untapped market.
So it’s no surprise that MGK isn’t the only one getting into the nail game. Lil’ Yachty launched Crete, polish line, earlier this year (though he’s reportedly already left the brand). Dan Styles—who is rarely seen without manicured fingertips—released her new beauty line, Pleasing, in November. The line was launched with six products, including four nail polishes.
According to the brand, “Pleasing’s mission is to deliver delightful experiences and products that excite the senses and blur boundaries.”
Nail polish from Harry Styles brand, Pleasing.
Photo: Courtesy of Pleasing
Given the interest in men and their nails, it’s no surprise that older brands are paying more attention too. Jonathan Van Ness is Essie’s first non-female Brand Ambassador in 2019, and Orly has plans to follow suit in the near future.
“We’re actually working on an exciting limited edition collection, full of rich, highly pigmented colors with a male personality that stands out,” Tal Pink, Orly’s vice president of business development told Fashionista. And the numbers don’t lie: “Based on the ecommerce analytics provided, we found a 20% increase in purchases from those identified by analytics providers as male in 2021, compared to the same period in 2020, and nearly double compared to 2021 to 2019,” said Pink, who added that the brand had seen a “significant increase” in YouTube viewership who self-identified as male.
Of course, men with nail polish are not a new concept. David Bowie wore blue nails during his Ziggy Stardust era. Dennis Rodman wears painted nails on and off the pitch. Even Carson Daly is known to wear black paint during his “TRL” days. And in particular, the movement has direct roots in the queer and drag community, many of whose members have worn nail polish at their own peril throughout history. As recently as 2020, a Texas teen kicked out of school to wear nail art, prompting national attention.
Just a decade ago, there was controversy surrounding J.Crew ads featuring then-creative director Jenna Lyons painting her son’s toenails a bright pink. “Luckily for me, I ended up with a boy whose favorite color is pink. Painting toenails is a lot more fun in neon,” she wrote. Harmless fun, right? To some, it was seen as gender propaganda — and it sparked an uproar from some subscribers (and Fox News). “This is a dramatic example of the way our culture is being pushed to leave all the traps of gender identity,” wrote psychiatrist Dr. Keith Ablow in (very troubled) foxnews.com column criticize advertising.
This begs the question: Why, in 2021, does the world finally seem ready to embrace men who wear nail polish? First, TikTok’s love of beauty — and Gen Z’s love of TikTok — has driven the industry across all genders. (In fact, TikTok star Lil Huddy also entered the nail game with a glamorous collaboration this year too.) But there’s a bigger element at play too: “I think with everything that happened last year, it changed so much in beauty,” Kandelec said, referring to the pandemic as well as the Black Lives Matter protests. “Everyone just being like, who cares? I’ll put on the polish, I’ll be me. Doesn’t have to be [gendered] thing, it’s art.”
Harry Styles in nail art.
Photo: Kevin Winter/Getty Images for The Recording Academy
Boyce theorizes that nails are simply an extension of the overall direction in which fashion has moved. “In general, if you look at the red carpet moments of the last two to three years, you can see that fashion and entertainment are using these big moments to show that outdated gender rules are obsolete,” she said. You see Billy Porter in a gorgeous dress, Harry Styles in high heels, and Eugene Lee Yang in makeup and high heels in a suit for the Met Gala.”
Meanwhile, @nailboii sees democratizing nails as another way to accessorize. “It’s like jewelry. Nail care knows no gender,” she said. And nail artists are everything to celebs helping take the lead when it comes to creating a manicure approach that is more open to all genders. “It helps change the general public’s mind. When celebrities start doing something, people start thinking it’s a ‘normal’ and ‘cool’ thing,” said the pro, adding, “I’m obsessed with Machine Gun Kelly nails. One day I’ll be happy.” to do her nails.”
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