Strengthening masculinity & expanding empathy; one nail at a time.
manicure
up!
hard as nails
A community of men is boldly pledging to paint their nails in an open experiment that will explore and expand the conversation about masculinity and men’s mental health.
Early research indicates promising potential:
Increased Empathy
The participating men reported a greater understanding of societal pressures and others’ experiences.Greater Openness:
Men felt more confident sharing personal thoughts and engaging in meaningful conversations.Stepping Outside the ‘Man Box’
Participants challenged traditional behaviours by calling in or out both positive and negative actions.Mental Health Benefits
Men experienced reduced stress, greater resilience, and a stronger sense of connection with others.Increased Confidence
While definitions of allyship vary, participants reported feeling more confident and able to engage in meaningful acts of support for others.
"getting my nails made me uncomfortable sure; but that led to greater understanding, better conversations, and deeper connections."
HARD AS NAILS RESEARCH PARTICIPANT 2024
step 1:
Review the Research.
Men participating in the first phase reported increased empathy, compassion, and openness.
In the spirit of inclusion on which the idea is founded, we publish the results (below) before moving to a larger, more representative trial and inviting constructive feedback from experts and diverse perspectives.
Click below to read the executive summary and access the Google Doc to comment.
step 2:
take part
Nails NeedYou!
We’re seeking hundreds of men from all backgrounds to help rigorously test this idea before growing it.
You’ll have to be brave enough to get your nails done and wear them for a few days and see what happens.
We’ll ask you to record your experiences and complete a before-and-after survey to compare the results against a control group.
HOW IT BEGAN //
HOW IT’S GOING
It began with a Dad agreeing to paint his nails for his daughter’s birthday trip to see Harry Styles.
When the Shellacs didn’t come off quickly, best-selling author Sam Conniff found himself in the middle of a social experiment.
Sam discovered his new nails led to unexpected conversations—from pronouns to tackling violence against women. When he wrote up the experience, hundreds encouraged him to see if this symbolic gesture could lead to meaningful change.
Inclusivity specialist and founder of Token Man Consulting Daniele Fiandaca responded to Sam’s story, testing the idea (and brightly coloured nails) for himself. With insight from his research and regular men’s groups, Danieli expanded the idea to include the many men who feel alienated by discussions around masculinity.
Sam and Daniele began to invite other men to take part, to test the concept and make it as inclusive as possible, and the early research is published here, along with an invitation to take part in wider trials.
Hard As Nails:
a movement created by men, for men, to explore and expand what it means to be a good man—one painted nail at a time.
NAILING IT
At its core, Hard As Nails is about challenging outdated norms, expanding the definition of masculinity, and improving men’s mental health.
Our ambition? To create an annual event that sparks a measurable cultural shift—on par with movements like Movember.
Our initial research suggests that small, bold acts like nail painting can lead to measurable change.
But before we scale up, we need to rigorously test the idea—and we need your help.
100% of participants said the experience was positive, ranging from increased empathy to improved mental health
“It gave me a chance to challenge myself in a way I never expected—and I felt stronger for it.”
“Painting my nails started conversations that never would have happened otherwise.”
“It’s not about nails—it’s about redefining masculinity for the better.”
get in touch
Daniele Fiandaca is on Linkedin here.
Sam Conniff is on Linkedin here.
This is an early-stage idea in an important but sensitive space.
We're sharing ideas and insights openly in the spirit of constructive collaboration; please review the research, volunteer to take part or get in touch with suggestions or questions to make the campaign more supportive and inclusive to all men: