HARD AS
NAILS
Breaking the stereotypes that hold blokes back.
This October, we’re going national. The science says a week with painted nails moves men. The goal is 350,000 by 2030 — the tipping point for cultural change. The first 15,000 sign up this autumn.
Brave Males. Great Nails.
hard as nails
Hard As Nails is a national experiment that backs blokes to publicly challenge the stereotypes that stop them being the best partners, fathers, brothers, leaders, friends, and role models — through the bold act of spending a week with painted nails.
This is a grassroots initiative created by two blokes who care a lot about the men and women in their lives — and everyone in between — and who could see that the conversation about masculinity kept ending up on the blame rather than the brave.
We launch nationally this October. The goal is 350,000 men by 2030 — 3.5% of midlife men in the UK, the cultural tipping point.
We’ve already proved it works. Two pilot studies. Over 400 men. Validated psychological scales. A control group. Proper academic oversight.
Men who took part saw rigid masculinity norms drop — and stay down at follow-up. 83% had conversations they’d never have had. Empathy didn’t just rise — it kept rising months after the nails came off.
"getting my nails made me uncomfortable sure; but that led to greater understanding, better conversations, and deeper connections."
HARD AS NAILS RESEARCH PARTICIPANT 2024
HOW IT BEGAN
Hard As Nails on Sky News
It started with a dad agreeing — reluctantly — to paint his nails for his daughter’s birthday trip to see Harry Styles.
When the Shellacs didn’t come off quickly, Sam Conniff found himself in the middle of an accidental social experiment. His new nails led to unexpected conversations — from pronouns to violence against women. When he wrote about the experience, hundreds encouraged him to find out if this small, bold act could lead to something bigger.
Daniele Fiandaca read Sam’s story and got in touch. Daniele runs men’s groups and had spent years working on how to bring men into conversations about equality without making them feel lectured at. He saw something in the nail-painting idea that his work had been missing — a way in that didn’t start with an apology.
Together, they ran two pilot studies, published the results, and invited men from all backgrounds to get involved. The early evidence was clear: something shifted. Not just in how men talked, but in how they felt.
Hard As Nails:
created by two blokes, for all blokes, to explore and expand what it means to be a good man — one painted nail at a time.
HOW IT’S GOING
In October 2026, we go national. The pilots proved it works — and now it’s time to take it to the country.
We’re partnering with salons, employers, community spaces, and men’s networks across the UK. Every participant gets measured. Every activation adds to the dataset. This isn’t a stunt — it’s a movement with a scoreboard.
The first 15,000 sign up this autumn. The goal is 350,000 men by 2030 — the cultural tipping point.
100% of participants said the experience was positive, ranging from increased empathy to improved mental health.
“I walked out the salon and I was really nervous. I was actively putting my hands in my pocket and I caught myself doing it.”
“Painting my nails started conversations that never would have happened otherwise.”
“I don’t feel ‘in’ whatsoever. I felt part of the team no matter what.”
STAY UP TO DATE
The evidence shows that blokes brave enough to live a week with great-looking nails saw lasting benefits for themselves, their relationships, and those around them. Brave Males. Great Nails.
Daniele Fiandaca is on Linkedin here.
Sam Conniff is on Linkedin here.
Get in touch.