The Journey So Far
1.
A Surprise Social Experiment
It all started when Sam painted his nails for his daughter’s birthday trip to see Harry Styles.
What he didn’t expect were the conversations that followed—a surprise social experiment that sparked something bigger.
2
The Unexpected PLOT TWIST(S)
After sharing his experience online, Sam A) discovered he really quite enjoyed having his nails done and B) received an overwhelming wave of encouragement. Hundreds of messages and comments flooded in, urging him to explore the idea further.
3
The Inclusivity Specialist’s Intervention
Inclusivity specialist and founder of Token Man Consulting, Daniele Fiandaca, joined the conversation, bringing a fresh perspective. He highlighted that many men feel excluded from the masculinity debate and saw an opportunity for this project to include and support them.
4
The First Research Group
Fifteen men met at an East London nail bar to try out the experiment. What started as a simple act turned into an evening of connection, unexpected conversations, and a new perspective on masculinity.
5
Things Get Real
After the meet-up, participants wore their painted nails for a week in their daily lives. From workplaces to gyms and pubs, they reported surprising reactions and personal shifts in how they saw themselves and others.
6
Noah Lyles painted nails at the Olympics opening ceremony (Getty Images)
The Zeitgeist Shifts
Meanwhile, the idea started to take root in the wider culture. Athletes, celebrities, and public figures were spotted wearing painted nails, bringing visibility and validation to the movement.
7
A Double Take
Daniele organised a second, smaller research group to confirm the initial results. The findings were again overwhelmingly positive, reinforcing the potential for this idea to grow into something meaningful.
8
It starts to spread
More men who’ve taken part begin to think not only about the positive experience but, even more importantly, about the challenging aspects that really lead to a shift in their perspective.
9
You Are Here
With positive early results and a growing conversation, Sam and Danieli decided to open up the experiment.
They’re now inviting men across the UK to review the research, share their feedback, and join the next phase of this bold movement.