Take care of your beard, tweeze your eyebrows or apply a moisturizer: today, these gestures are well integrated by men, especially the youngest.
But recently, they finally take care of their nails.
A recent study conducted by Treatwell, the digital platform specializing in making appointments in beauty salons, reveals that 30% of French people are ready to have a manicure and a pedicure*.
“Many more men are booking these services, previously perceived as exclusively feminine,” confirms Clarissa Scalisi, beauty expert at the Peclers trend firm.
“At the same time, specifically male or mixed nail care services and products are developing more and more.”
Influential models
During the last Cesar ceremony, actor Vincent Macaigne's black lacquered nails did not go unnoticed.
He is not the only one to dare this fantasy.
Unthinkable not long ago, outside of gothic culture or the queer community, we now see the fingers of people displaying colors and stickers.
Among the most famous are rappers A$AP Rocky and Lil Nas X, comedian Pete Davidson or even the biggest French youtubeur, Squeezie (17 million subscribers on the social network).
A movement that began in 2021 with the launch of British singer Harry Styles' gender-neutral nail polish brand, Pleasing.
The packaging and the lexical field also change.
Referred to as "paints" or "lacquers" for nails, these playful or designer bottles are aimed at a wider range.
British singer Harry Styles at the 2023 BRIT Awards ceremony, February 11, 2023. Karwai Tang/Getty Images
The trend is part of a global societal context.
“Today, we are dealing with a multiple, complex masculinity.
This new vision, carried by Gen Z, decompartmentalizes the established standards”, confirms Clarissa Scalisi, who also notes “a real revival of creative audacity and expressiveness among these uninhibited young men”.
Witness the countless nail art tutorials on TikTok, which accumulate millions of views.
Audacity and creativity
Charlie, 27, has been a fan of semi-permanent manicures for over a year: "It's a way of expression that complements my style," he says.
“I choose the pattern according to my mood.
Right now I'm sporting a mixture of embossed flames.
I also like to make small drawings like smileys, flowers, eyes.”
Same state of mind for Helmut, 33, “big fan of nail art” 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", he says, specifying that he shares this passion with his spouse, to the point that it has become "a couple's activity".
It remains to accustom the most refractory to this new playing field.
talk to people who don't understand," admits Helmut.
Charlie, he is amused by these reactions aroused.
Because even if the trend is upward, it remains a niche phenomenon.
“It settles, but is not mainstream for all that.
You still have to dare,” concludes Clarissa Scalisi.
The man-cure or the varnish to conquer men - Photo slideshow
In images, in pictures
See the slideshow07 photos
See the slideshow07 photos
* Treatwell study, “The groom boom: French men also take care of themselves”, March
2022.