Hard As Nails: A Social Experiment on Masculinity

From March 15-30, 2025, Hard As Nails is inviting men in the UK to paint their nails and take part in a research study on masculinity, confidence, and social norms.

After painting his nails for his daughter's birthday trip to see Harry Styles, Sam Conniff teamed up with Daniele Fiandaca to run an initial study with 15 men. And they found real impact—men reported increased empathy, confidence, and openness, along with mental health benefits. As one participant put it:

“It gave me a chance to challenge myself in a way I never expected—and I felt stronger for it.”

Another noted the unexpected simplicity of the experience:

“It’s hard to do toxic masculinity when wearing nail polish.”

Now they're looking to broaden their research to a more diverse group of men.

If you're interested, visit hard-as-nails.com to learn more or sign up.