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The New Masculine: Men’s Nail Care Trends Redefining Grooming

Man with painted nails holding his hand against his face

The perception of nail grooming and self-care has undergone a transformative shift. Men are now embracing their nails as a canvas for personal expression. From sleek manicures to bold nail art, the boundaries of traditional male grooming are expanding. Join us as we delve into the hottest nail care trends, uncover the top tips for maintaining healthy nails, and discover how men are breaking stereotypes one impeccably groomed nail at a time. 

Table of Contents
The market for nail care
Nail care
Nail art
5 Things businesses can do to attract the male consumer

The market for nail care

The global men’s personal care market was valued at USD 124.8 billion in 2020 and is projected to reach USD 276.9 billion by 2030, registering a compound annual growth rate (CAGR) of 8.6% from 2021 to 2030. This is due to men’s increasing concerns about health, body image, self-grooming, and hygiene. Additionally, the rising awareness of overall personal care regimes and the influence of emerging fashion trends and social media play a pivotal role in propelling the market forward.

Similarly, the global nail care products market has experienced significant growth. The nail care market was valued at USD 22.34 billion in 2022 and is projected to grow from USD 23.41 billion in 2023 to a substantial USD 32.84 billion by 2030, with a CAGR of 4.95%. Nail care has evolved into an integral part of personal grooming, particularly with the growing popularity of nail polish and nail art in the corporate and fashion industries. Nail polish holds the largest market share, surpassing 70.0% in 2021, while the artificial nail and accessories segment is expected to have the fastest CAGR of 5.7% between 2022 to 2030.

Though specific market research on nail care for men is currently unavailable, there is a noticeable increase in awareness and interest in nail care among men. Evidently, the product launches by Harry Styles and Machine Gun Kelly, featuring nail care products, have sparked a surge in demand for “men’s nail polish” by 420% on the global online shopping marketplace, LovetheSales.com. During the same period, beauty searches for “male beauty products” rose by 137%.

These developments highlight a growing acceptance of nail care and self-expression through nail art among men. As the trend continues to gain momentum, businesses should recognize the market potential and seize the opportunity to cater to this evolving consumer base by providing gender-inclusive nail care products and leveraging gender-neutral marketing strategies. Embracing this cultural shift will boost business growth and foster a more inclusive and diverse beauty industry.

Man getting a manicure


A manicure is a cosmetic treatment for the hands and nails aimed at improving the appearance and overall health of the nails and surrounding skin. It involves cleaning, shaping, and trimming the nails, caring for the cuticles and often includes hand massage and nail polish application.

In recent times, more men are seeking manicures for various reasons:

  1. Grooming and hygiene: Men are becoming increasingly conscious of personal grooming, and a manicure helps maintain clean and well-groomed nails, promoting better hygiene.
  2. Professional appearance: In professional settings, well-kept nails contribute to a polished and presentable image, which is vital for career success.
  3. Self-care and relaxation: Men recognize the importance of self-care and seek ways to relax and destress. A manicure provides a pampering experience, promoting relaxation and stress relief.
  4. Nail health: Regular manicures can help improve the health of the nails, prevent issues like ingrown nails, and identify potential nail problems early on.
  5. Nail art and expression: Some men embrace nail art as a means of self-expression, using colors and designs to showcase their personality and creativity.

Types of manicure services men seek

While a basic manicure (nail shaping, cuticle care, and hand massage) tends to be what many men seek when they go for a manicure, there are some other treatments that are not uncommon among male consumers.

  • Buff and shine: A natural look where nails are buffed to a healthy shine without nail polish.
  • Matte finish: Matte nail polish application in neutral or dark shades for a subtle and sophisticated look.
  • Clear polish: Application of clear nail polish for a clean and polished appearance without vibrant colors.
  • Nail art: Men who enjoy more expressive nail styles seek nail art services with masculine designs, geometric patterns, or minimalistic art.
  • Hand and nail treatment: Specialized treatments that address specific nail concerns, such as strengthening, repairing, or hydrating the nails.

Overall, the rise in men seeking manicures is a result of changing attitudes towards grooming, self-care, and individuality, as well as a broader acceptance of diverse forms of personal expression. Men are realizing that taking care of their hands and nails goes beyond aesthetics; it’s an essential aspect of overall well-being and confidence.

Person getting their nails filed during a manicure

Nail care

Men are more concerned about nail care than in the past, yet many are still not confident in seeking nail care through services and would instead opt to use simple nail care products at home. Cuticle oils, hand creams, and strengthening serums designed for men are used to maintain healthy nails. 

Additionally, men are paying more attention to nail health and are seeking professional help for issues like brittle nails, nail fungus, or other nail-related problems. This includes regular visits to podiatrists or dermatologists for proper care.

Man showing off his nail art

Nail art 

As mentioned, more men are treating their nails as a way of expressing themselves. On top of nail polish (don’t forget the base coat and top coat), more men seek nail art for self-expression. While some seek professional help to achieve this creative expression, others seek at-home products such as dark-colored polish, nail art pens, nail stickers and stencils, nail gems, etc. 

Some are even embracing longer nails. This style allows for more creative nail art designs and a unique aesthetic.

Man painting his nails black

5 Things businesses can do to attract the male consumer

To attract more men towards nail care products, businesses can implement the following strategies:

#1 – Gender-inclusive marketing

Create marketing campaigns that showcase men using and benefiting from nail care products and services. Highlight the importance of nail health, grooming, and self-care for everyone, regardless of gender.

#2 – Educate about the benefits

Provide educational content emphasizing the benefits of nail care for men, such as maintaining healthy nails, improving hygiene, and enhancing overall appearance. Address common concerns and misconceptions that men may have about nail care.

#3 – Offer tailored products

Develop nail care products specifically designed for men. This can include masculine packaging, scents, and formulations that appeal to male customers. Consider offering specialized treatments like nail strengtheners for men or nail art designs that align with more masculine aesthetics.

#4 – Collaboration with influencers and celebrities

Partner with male influencers, celebrities, or social media personalities who can promote nail care products and services to their male audience. Their endorsements and testimonials can help break down stereotypes and encourage more men to explore nail care.

#5 – Engage in social media and online communities

Maintain an active presence on social media platforms and engage with male-focused grooming communities. Share content, tips, and tutorials on male nail care, and respond to questions and comments to build a supportive community.

By implementing these strategies, businesses can help break down barriers and attract more men towards nail care products and services, fostering inclusivity and expanding their customer base.

Man showing off his nail art with his hand in front of his face


The world of nail art has evolved beyond gender boundaries, and the increasing interest in male nail care is a testament to the changing perceptions of grooming and self-expression. Men are now embracing nail art as a powerful form of creativity, allowing them to showcase their unique personalities and styles.

To capitalize on this growing trend, businesses have a significant opportunity to cater specifically to men in the nail care market. By offering products tailored to male preferences and aesthetics, they can tap into an untapped market segment and foster inclusivity in the beauty industry. 

Providing products specifically designed for men, such as nail polishes, strengthening serums, and easy-to-use nail art kits can break down barriers and address men’s concerns about traditional nail care products being too feminine. Moreover, marketing existing nail care products to men through gender-inclusive campaigns will challenge stereotypes and promote a more diverse and accepting beauty landscape.

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