nail art across genders and eras
Cosmetics have woven into daily routines since ancient times. Civilizations such as Egypt, Rome, and Greece placed high value on aesthetics, using personal care and makeup products as part of everyday life. Today, interest in beauty remains widespread. Data from Stanpa, the National Association of Perfumery and Cosmetics, shows that in 2021 the sector grew by over 7% and generated more than €8.2 billion in revenue.
Historically linked to women, beauty practices have evolved. Trends once popular in fashion circles—like baguette handbags, low-rise jeans, and quirky denim—are now joined by a broader audience. Generation Z helped revive a regime from the early 2000s: nail art has moved beyond gender boundaries and is increasingly embraced by all genders.
According to a study by idealo.es, which analyzes price and availability, nail polishes are among the products gaining traction with male shoppers. The data shows a 288% increase in searches compared with September of the previous year.
Makeup is not a gendered matter, as evidenced by Pride marches that have recently filled streets worldwide. The same study notes that male interest in certain products already surpasses 20%. Since the launch of Jean Paul Gaultier’s Monsieur line in 2008, brands have launched gender-inclusive offerings. Unisex lines like MAC, Jecca, LOréal, and Chanel have adapted formulas for use by all genders. A notable example is Jecca, whose line, along with others, targets a male audience with items such as concealers, eyebrow pencils, eyeliners, lip balms, and nail polishes in classic black and white. Black remains the color most favored by men in these collections.
Regarding lipstick, men’s search interest has doubled in the past year.
nail art fans
Many celebrities have helped propel nail polish into the mainstream. Icons like David Bowie popularized bold nail choices in the early 1970s, with turquoise manicures pairing with striking hairstyles. Following Bowie, artists such as Lou Reed and Steven Tyler of Aerosmith often showcased distinctive nail designs. Kurt Cobain later took a grunge-inspired approach with cracked nail polish in the 1990s.
In the early 2000s, Johnny Depp and Keith Richards were seen sporting cobalt blue enamel, while Seal wore metallic, radioactive green finishes. More recently, influencers and celebrities including Marc Jacobs, Jared Leto, Brad Pitt, Harry Styles, Bad Bunny, A$AP Rocky, and Diego Matamoros have showcased nails on red carpets and public appearances. Fedez stands out as a man who popularized manicures for men, prompting his Layla Cosmetics Noon line to feature eye-catching shades across a six-piece collection that reflects different moments in his life.
Within Spain, football players have joined the trend as well. Guti remains an advocate of evolving styles, and Borja Iglesias has shown painted nails on social media. For the Copa del Rey final in April, a polished, monochrome design appeared on the forearms and nails, with black appearing during training to maintain a consistent look.
black to rainbow
The era of monochrome nails has given way to a broad spectrum of colors. While emo subcultures in the early to mid-2000s favored black, today a wide range of shades is common. The pandemic era encouraged many to share nail art videos on platforms like TikTok, using hashtags such as #guyswithnailpolish and #boyswithnailpolish, highlighting a move toward personal expression beyond traditional masculinity.
For many men, nail polish serves as a form of self-expression that transcends outdated stereotypes. This shift reflects a broader cultural openness to cosmetic choices across genders, across borders, and across generations.