More men are booking professional grooming services —but the nail industry still offers few products designed specifically for them.
That gap inspired MANACARE, a USA-made, five-step men’s nail and hand care system launching October 15. The line was developed in response to nail professionals asking for products that felt intentional, masculine, and professional.
Admittedly, nail care spaces across basic manicures, pedicures, spa services and even art are not curated for male clients. As men break into nail art and invest in professional grooming services, look and feel will make the difference for those on the fence or looking over.
The larger story is how salons can create an experience that makes male clients feel considered, while giving nail professionals a clear way to serve and retain them.
Beauty Launchpad had the opportunity to speak with MANACARE co-founder Nestor Villalobos to unpack how the brand went beyond quality without sacrificing it, to create a nail care brand for professionals trying to expand or retain male clientele.
Beauty Launchpad: How can a professional approach the brand and see success with their clients?
Villalobos: I look at Manacare as more than a product line. It’s a way for nail professionals to reach a broader audience without having to completely change how they already work. They already have the chair, the skills, and the client base. We’re giving them a system that makes it easier to attract male clients, give them an experience that feels intentional, and then create repeat service around that. Our research showed that men still make up less than 10% of the clientele at most salons we surveyed. To me, that’s not a weakness - it's an opportunity.
BLP: What do you hope professionals get out of using those types of products on their clients?
Villalobos: Very simply, I want them to make more money. I want professionals to tell us, “I’m getting more male clients. They’re rebooking. My average ticket is going up, and I’m making more in tips.” There are incredibly talented nail professionals out there who have already invested years into building their skills and businesses. If Manacare helps them reach a customer they weren’t reaching before, that can mean fuller books, more revenue, and hopefully a better life outside of work too. The male client having a great experience is obviously important, but the professional is really at the center of what we’re building. If Manacare works, I want the benefit to show up in their business first.
