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Nailed it: How the art of male manicures went from niche to mainstream
The male beauty boom is also happening at home, as men paint their toenails with hairy legs propped up against the bathtub. kid cudi sweatsharts s for Harry Styles’ Pleasing and Tyler the Creator’s Golf le Fleur are set up for Australian customers.
Pleasing releases seasonal collections, with the most recent Shroom Bloom range featuring the pale 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 that have been 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, Supplied by Apple Music
“I always wear glitter,” Tyler told US magazine Allure. “I’ve been wearing it for years, and the thing about [my take on it] is that you don’t notice How the art until you’re looking at someone’s nail. It’s not loud — it’s subtle. It’s there, but when the light hits How the art and you see it, that bitch is like, whoa!”
Kelly’s UN/DN LAQR range is the most extensive, with colours spanning the predictably provocative Wet Dream (a clear polish with splatters of white) to Renaissance Man (a brown polish on the border of burgundy).
“When bracelets and rings became redundant to me, I was like, what else can I add?,” Kelly told Vogue. “First it was tattoos and then once I tattooed my whole body I tattooed over my tattoos, then I dyed my hair a million colours. I started doing my nails because it was something I could change out really easily.”
Beauty retailer Mecca is noticing an increase in male customers exploring manicures and hand care following the boredom of COVID-19 lockdowns.
“Everyone wants to have a little more fun and adventure, so we are seeing more interest in colour, nails included,” says Jennifer Horsley, Mecca’s head of artistry.
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“People want to experiment and try new things. I’ve seen many a man rocking Jinsoon’s Toff and Audacity shades for a grungy winter vibe.”
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It’s new terrain for retailers and marketers – which is also creating unexpected hiccups for some enter galactic
“I came home from getting my first pedicure with a lilac shade,” Miller says. “Mum came over and she had the same colour.”
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