Join thousands of men painting their nails to break the rules that hold men back.
A social experiment challenging negative stereotypes, proven to help men show up better for the people they care about most. Third pilot this November.
93% said they'd do it again. 83% had conversations they'd never have had otherwise. Fear of judgement halved. Men feeling confident to step in and help or defend others doubled.
443 men signed up. 500 is the first milestone, on our way to 500,000.
Will you be the next man?
The anonymised data and insights go to participants first, before publication.
Five minutes to join. All data anonymised. Painting takes place across the UK during November. Independent academic oversight, measured against validated psychological scales and behavioural tests. Pilots one and two are submitted for peer review.
An ambitious experiment in challenging the norms. Built by blokes, for blokes brave enough to try something radical in pursuit of a fairer, safer society.
Not painting? Fair enough. Pass it to a braver mate.
Photo: nine men in a salon, painted nails held up
I thought I knew what this was about.
Last November, a bloke from Nottingham painted his nails and went to work. He'd braced himself for the site, the pub, the school run. He had his answers ready.
The backlash never came. A compliment from a stranger. A question from his kid. A conversation with a mate that went somewhere neither of them expected.
That's what the research found, again and again. 78% of men were braced for judgement that never arrived. The barrier was never other people.
"This was the first time I've ever spoken to my son about vulnerability."
What this actually is
One week. Painted nails. That's the whole ask.
A real national study.
Anonymous, start to finish.
What the FAQ
The things you're thinking.
Are you serious? This sounds nuts.
Nuts, performative, daft, we've been called all three. But Hard As Nails is built on academic insight, robust measures and hundreds of men in the pilot. More importantly, on a persistent question from men across the country who want to do something about the issues driving male suicide, mental health and violence against women, the topics that feel like a minefield. 83% had conversations they'd never have had.
Isn't this just having a go at men?
The opposite. We're as done with the blame game as you are. Built on the belief that most men are good, and that the noise around the worst of us has left the best of us gone quiet. The nails are permission to speak up again. Nobody gets lectured.
What do I say when someone asks?
"I'm part of a national study on what blokes are actually made of." Works on site, in the office and at the bar. In the pilot, most men found the question was the start of the best conversation of their week.
Isn't it a faff? And a cost?
Easiest brave thing you'll do all year. There's a nail bar within a mile of you and we've a 10% code at nearly every salon in the country. Or go free, half the men had theirs done by a partner, daughter or colleague. One short survey before, one after. As fun and simple as science gets.
Hang on, is this even legit?
Registered Community Interest Company (no. 17127621). Independent academic oversight, measured against validated psychological scales and behavioural tests. Supported by CALM, Movember, Talk Club, Andy's Man Club, Wates, Treatwell and Scratch. Surplus funds go to CALM. The nails are silly. The science isn't.
Photo: weathered hands, oxblood nails
Join the experiment.
Join the experiment →- Anonymous. All data treated anonymously, in line with UK GDPR and British Psychological Society guidance.
- The commitment. Painted nails for one week in mid-November.
- The survey. 5 to 10 minutes depending how much you say. Withdraw yourself or your data at any point.
- Then what. Discount codes to book a salon near you, plus other ways to get involved.
From the men who did it
What it actually did.
"It's cracked me open a little more. Vulnerability isn't weakness; it's a strength."
"I thought this was going to be about bravery and confronting others' prejudice. I didn't realise it was going to be about anxiety and confronting my own limits."
Photo to come
Photo to come
Photo to come
Photo to come
Research oversight and support.
Independent academic oversight, measured against validated psychological scales and behavioural tests. Supported by CALM, Movember, Talk Club, Wates, Treatwell and Scratch.
"Hard As Nails is one of the most interesting and original community approaches to men's health we've come across. At Movember, we've followed their data closely, and we've been impressed by the team's dedication to rigorous measurement and continuous learning."
Pass it on
Do you know a man brave enough to take part?
To take a risk, break a few rules, and stand up for a fairer, safer society, alongside hundreds of thousands of men doing the same.
Copied. Now go and pick your man.
One week. Then it's over.
More and more men are signing up. Builders, coppers, teachers, CEOs, dads. Men who take this stuff seriously and have the humour to do something about it.
The research says 3.5% of a population changes what's normal for everyone. For midlife men in the UK, that's 350,000 of us. A big number. It's built one bloke at a time, and it starts with a week.
Sign up, pick your week in November, and tell us who you're doing it for. A son. A mate you lost. A daughter watching how you handle it.
Totally your call. Most men scroll past.