Men wearing nail polish is no new phenomenon. In fact, queer men — especially queer men of color — have worn it for decades despite the inherent, and unjust, risks that come with overt self-expression. (Think: societal or career exile, even violence.) But times are a-changin’. Even though nail polish has always been a gender-neutral product, brands targeted toward, let alone started by, men didn’t really exist until the mid-2010s.
It has to be said, though, that these new brands aren’t formulaically all that different from the classics you’ll find in the beauty aisles at big box stores. Instead of reinventing the paint itself, these debutantes are betting on cooler colors and backing from big-name celebrities. But unlike a category like liquor, where just about anyone can own or back a label even if they’re sober, the guys behind these products really use the stuff. They’re out every day in it, whether on tour or courtside for a Lakers-Clippers game.
High Profile Paint
Here are a few budding brands started by some familiar faces.
Pleasing
Founder: Harry Styles
Former One Direction frontman Harry Styles sells skincare and nail care products under the brand name Pleasing. Pearls are a theme, but the products change with the seasons.
Pleasing
Pleasing
