It's always cool to see a man sporting colorful nails. Yet, women are still the main consumers when it comes to manicures and pedicures. In 2023, a Statista survey reported that 25% of men aged 25-40 have manicures in their monthly grooming routines. So, attitudes may be changing, but manis and pedis for men are not nearly as common as they are for women.
Manicures at the salon aren't as popular as at-home nail care. 43% of American women say they only do their manicures at home, and 47% switch it up between the salon and DIY from time to time. The main reasons most women prefer to do it at home have to do with finances. They say it's more affordable, practical, and convenient. At the same time, many admit that a manicure at the salon is more precise and potentially lasts longer than a DIY job.
When NewBeauty magazine asked its readers about their nail care preferences in 2024, it revealed an interesting age trend. Women in their 40s and 50s were the leading age group to use nail salon services, with ladies aged 44-55 saying they visit salons for manicures most often. 25.8% of the age group get manicures every month, while 18.3% even do it two times a week.
For older women, nail care is part of their self-care routine. For younger gals, it's more of a luxury experience, one that they can't afford as often. For 25.7% of older women, getting their nails done is part of their standard beauty routine. "Getting my nails done is my 'me time.' It's a small luxury that makes me feel put together and confident," one 51-year-old participant of the survey expressed. Younger generations, on the other hand, view it as an occasional indulgence.
Why do women get manicures at all? Mostly because they just want to. Research shows that getting your nails done has a positive psychological effect on a person. In one Japanese study, women reported feeling more relaxed, happier, and re-vitalized during nail care sessions. Salon visits increase those feelings, as customers feel even more pampered. However, the act of doing a manicure yourself also improves one's mood.
Some people might say that women paint their nails because men find it attractive. Recently, the "Red Nail Theory" has been making the rounds on TikTok, with people claiming that men always pay attention to women with red nails. And there may be some truth to it: red nails, just like red lipstick and red cheeks, are an unconscious signal of female fertility. A 2008 study even suggests that when women wear red, men perceive them as more attractive.
However, red nail polish isn't a prerequisite to a manicure. Women polish their nails in all kinds of different colors and applications. Many also play with shapes and sizes, and there have been more debates about those categories lately. One example is Cynthia Erivo, whose maximalist nail art complemented her Wicked press tour looks as much as any other accessories. The thing is that her nail choices were up for debate on social media, with many saying that it was "Just too much."
To investigate why people deem some nails as more palatable than others, we should look into the history of the manicure. Suzanne E. Shapiro, fashion historian and author of Nails: The Story of the Modern Manicure, told Refinery29 that ever since the 1800s, painting your nails was quite a feminist choice. In the early 1900s, she says, both rich socialites and working-class women would paint their nails, but it was perceived as risqué.
