Can Pete Davidson and Machine Gun Kelly Normalize Straight Men Nailing It?
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A couple weeks Pete Davidson and Machine Gun Kelly got a manicure and their nails painted in a Calvin Klein Instagram live ad heralding a new era of openness about men wearing nail polish.
CNN: After appearing in their underwear for a Calvin Klein campaign on the brand’s Instagram Live on Monday, the two live streamed again Tuesday, hitting a nail salon for a side-by-side treatment. Beautiful, Colson,” Davidson tells MGK about his nails. The duo rocked similar bleached hair as they introduced themselves to the nail technicians. Davidson joked everyone would have to sign a non-disclosure agreement to not discuss what they talked about in the chairs.
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If the sales say anything, the trend is only on the rise. A rep for the shopping app Klarna tells Fashionista that the number of manicure kits on wish lists has increased by 251% since October 2020, and of those saving nail products to their wish lists on the app, 10% are men. So while celebrity men have been making their way into the beauty biz for years (see: Pharrell’s Humarace skin-care line, David Beckham’s House 99 grooming collection), nail care has quickly emerged as an untapped market.