Salons: we want you
We're getting men to paint their nailsand we want to do it at your salon.
This November we're inviting your salon into a national social experiment: men painting their nails in a way that shifts the drivers of poor mental health and builds a safer, fairer society — and that leads men to take self-care seriously, and keep it up.
November 2026
The data
Good for salons. Good for society.
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21% still paint their nails
In the longitudinal follow-up, 21% of men reported that they continued to get their nails done — even those who had never done it before.
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48% increased self-care
Throughout the surveys and research diaries, 48% of men said they now took self-care and grooming more seriously, and that they continued to invest time and effort in it.
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Fear of judgement halved
Against validated psychological scales and behavioural measures, men reported a drop of just over half in their anxiety about being judged.48% down to 21%.
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Speaking up for others doubled
Across the participant data, men who reported speaking up or standing up for others, and other acts of allyship, almost doubled.24% up to 53%.
Academic oversight from Professor Brendan Gough at Leeds Beckett University, measured against a control group that didn't move. The results held nine months later. See how it was measured →
Industry partners
Professional Beauty are backing us.
Professional Beauty is proud to support Hard As Nails as it's one of those rare ideas that can not only make a difference for the salons that we support, bringing new audiences of men to the industry, but they can also make a lasting difference to the wider issues we care about.
What this means for your salon
Good for your salon, not just good for men.
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New male customers
We're working with industry partners and individual salons to create promotions across the UK, encouraging men to get their nails done, enjoy the experience and understand the benefits.
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Employer group bookings
We're working with employers large and small around the country, giving them an offer to make group bookings at local salons. We'd love to find partners willing to host them.
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Press and promotion
We've got marketing assets, press and media enquiries, our networks and influencers all interested — and we'd love to share those opportunities with interested salons, locally and nationally.
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Be part of a growing network
We're working with individual salons and salon networks to build a growing market of men who don't just get their nails done but engage in a range of treatments. We can share relevant anonymised growth data and insights with a working group keen to build a male audience.
We'll refer men who come to the campaign to you. Then they become your clients.
How simple is it
From testing it out to becoming a salon partner.
Get in touch to find out more. It can be as simple as watching what happens from the pilot this November, or as involved as becoming a full partner. Opportunities for involvement include:
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A salon starter kit
The briefing video, posters, and ready-written responses — including everything we've learned from engaging hundreds of men so far.
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Customers and data
Men who get involved sign up at our campaign site. When they come to get their nails done, we forward them to salon networks or to a local salon.
Then they become your client, and they go into your own database.
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Support
Whilst men's mental health is part of the programme and part of the benefit, it is not why they're coming to your salon. We're introducing salons as a space to come and engage in some all-important self-care.
We provide the measurement, the support, the network and the community. And whilst we can provide safeguarding guidance and information, there is no expectation on any salon partner to provide advice, support, or anything beyond self-care treatments.
From salon owners like you
From a salon who's been working with us for two years.
I have watched Hard As Nails grow from the first time Sam took his daughter in here and they were going to see Harry Styles, to hosting events where the entire salon was filled with men. So I know the difference it can make on men's issues, and the impact it can have on a salon.
Industry partners
Building the male audience for salons.
Scratch is delighted to support Hard As Nails, and share its powerful purpose with nail professionals, salons and the wider community. It has been inspiring to see the positive impact that painted nails have on men — in terms of confidence, community and meaningful conversations, and we look forward to sharing this message with our audience going forward.
We didn't invent any of this. Vietnamese nail technicians built the salon craft in this country, and Black women defined modern nail culture long before a study like ours turned up asking for a week of it. We're guests in a trade other people made. The longer version of that is here.
Tell us about your salon.
Tell us what you're thinking and we'll send the full pack, and answer the actual questions — not the glossy version. We reply within one working day.
Next step.
Prefer email? Daniele Fiandaca, our co-founder, looks after salon partners: daniele@hard-as-nails.com