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.

View First Post ➺

2

A man in a business suit sitting at a table inside a shop, holding a smartphone, with nail polish on his fingernails, and wearing glasses and rings, with a window showing a street scene outside.

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.

Read Sams Article ➺

3

A smiling man with gray hair, beard, and light skin displaying painted fingernails with black polish, wearing a green scarf, houndstooth jacket, and smartwatch, showing his hands.

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.

Read Daniele’s LinkedIn Post ➺

4

Group of people posing outdoors in sunlight, some with hands on each other's shoulders or making gestures, smiling and having a good time.

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.

View Sam's Post ➺

5

Close-up of two hands with tattoos on fingernails spelling out "LOVE," song lyrics on the fingers, with one hand wearing a silver ring.

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.

View Jazz's Post ➺

6

A person wearing a black and gray baseball cap with a red embroidered message 'MADE IT' on the gray part, adjusting the cap with one hand, showing painted nails, wearing a blue jacket, with a dark beard and mustache, smiling and speaking into a microphone.

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.

View Article ➺

7

Five men standing outside in front of a brick building with large windows, posing with crossed arms.

Smiling person with gray curly hair wearing sunglasses and a white T-shirt standing outside a glass storefront, showing their red manicured nails and a smartwatch, with colorful buildings reflected behind.

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.

Daniele’s LinkedIn ➺

8

A smiling man with short brown hair and a beard, wearing a black and gray checkered shirt, pointing to his chest with both hands that have bright blue nail polish and a wedding ring on his left ring finger, standing against a plain white wall.

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.

View Max's Post ➺

9

Two men dressed in suits with colorful nail polish, standing in front of a wall of nail polish bottles.