Founder and make-up artist Marco Berardini launched the brand back in 2010, but has only recently added a ‘nail paint’ range after seeing men sporting polish that he says, he wouldn’t have initially suspected such as celebrities like Johnny Depp and Jared Leto.
“I had also heard stories from manual labourers using it so their nails wouldn’t yellow from the products they were dealing with,” he adds. "Coloured nail paints are like a temporary tattoo. You’re able to express yourself without the commitment of ink.”
Pushing the boundaries
According to Berardini, nail paint will hold its own in the segment as now more than ever, men are looking for a cleaner, more polished look.
“When you apply a coat of clear polish, not only are your nails going to look a whole lot more healthy, but you’ll be protecting them dryness and flakiness. And for all you guitar players out there, clear nail polish has been widely speculated to protect and strengthen."
Far from pastels, the range is referred to as 'paint' rather than 'polish' and features bold white-on-black packaging which the founder reckons makes men more comfortable in taking its nail paint, skin care or make up products in a gym or overnight bag, or even to work.
The marketing for the paint line even goes as far as to include household maintainence or sunglasses repair amongst its 'multitasking features'.
"Unless your sunglasses have completely broken apart, you can use clear polish to fix minor details on your lenses or even tightens loose screws. It's also great for quick-sealing chips in tiles or enamel in the bathroom or kitchen."
Still a niche market for now?
Despite the male grooming sector evolving in leaps and bounds in recent years, market analyst Euromonitor feels the likes of a nail polish range for men might still be a niche segment.
“Gender norms have become more relaxed in recent years, but it’s still unlikely that a guy wearing ‘nail art’ will be complimented by another guy. It’s a very niche market,” says senior research analyst, Virginia Lee.
Evolution Man also offers the 'modern day man' a skincare and make up line that includes a Wash & Buff exfoliator, Cleanse & Shave cleanser, Revitalize Eye Gel, a Conceal & Treat concealer, and even a specially formulated lip balm.