Right now? Just an idea that’s sparked conversations between men we didn’t think were possible. It’s a group of men getting their nails painted as part of research to see if it’s a way of fostering conversations around gender, masculinity, and equality—through the creative act of men painting their nails.

We could’ve, but what’s the fun in that? Nail painting is simple, creative, visible, and a little bold—making it a perfect entry point for big conversations about masculinity and equality.

It doesn’t. (Shocker!) But small, creative acts can start big conversations. If Hard As Nails brings more men into discussions about allyship, empathy, and mental health, it’s a step forward. Systemic inequality won’t fall overnight, but every small action counts.

Valid question. That’s why we’re in the research stage—testing, measuring, and refining to ensure this isn’t just symbolic. Early findings suggest nail painting creates real shifts in behavior and attitudes, which we’re now rigorously testing.

We get it. But often, the work of fighting inequality falls to marginalized communities. By engaging men—often the least involved group—we hope to lighten that burden and make allyship a norm, not an exception.

That’s always a risk. We’re working closely with researchers to identify any unintended consequences and adapt the initiative if needed. Feedback and criticism are welcome—that’s how we grow.

We hear you. But the goal isn’t to explain allyship—it’s to start experiencing it. By sparking real conversations and shifts in behavior, we aim to encourage meaningful, long-term action—not just lip service.

True on both counts. But allyship often comes from those most affected by inequality, and white cis men often do the least. By reaching men where they are, we hope to shift perspectives and spark action from those with the most privilege to leverage.

We’re not trying to make this a celebrity campaign, but we're listening if Idris Elba wants to help spread the word, or you’ve got Harry’s email then hook us up. The real goal is engaging everyday men to bring this into their IRL conversations—workplaces, gyms, pubs—and create grassroots change.

Absolutely. We’re mindful that men painting nails risks trivializing something meaningful to LGBTQ+ communities. We acknowledge, respect, and appreciate those who’ve been doing this for years and hope to contribute positively without causing harm. We’re in a research phase to carefully explore potential benefits and pitfalls.

That’s fine! Participation is voluntary. Share a story, nominate a man you know, or just spread the word. Every bit of support helps.

Yes! We’d love to hear about inspiring individuals—or just your mate who could use a splash of polish and a fresh perspective.

Yes, we’re hosting small groups on the 17th, 18th, and 19th of March, and we’re open to men organisign themselves into groups around the country any time between the 15th and 30th.
These are safe spaces for men who are testing the idea and sharing their experiences. Please come and join us as we explore where this can go.

We’ve got a few involved already, from advertising agencies to record labels; they’re going to be organising Nail Painting Sessions for men to take part in from the 15th of March onwards as well.

We are open to partnerships that align with our mission and can take the idea further. Email us: natalie@samconniff.com.

To create a world where open, honest conversations about gender, masculinity, and equality are not just expected but celebrated.

We aim for real social change—contributing to the dismantling of systemic inequality—through small, tangible acts that spark big, meaningful conversations.

But, we’re taking it one nail at a time, so for now, please come and join us in the second half of March.

We’d be glad to, whilst giving him a piece of our minds. But more importantly, we want to equip thousands of men to confidently and effectively engage with the young men Andrew Tate influences. By becoming more informed, more empathetic, and more vocal about why these conversations matter, those men can help shift perspectives where it counts the most.