06.20.23
With musicians like Machine Gun Kelly and Harry Styles rocking nail polish to red carpet events and sold-out concert halls, the cat is out of the bag when it comes to men boasting their love of painted fingernails (even claw-like ones that women gracefully sport!)
To quench men’s growing thirst for painted fingernails – seemingly, their next big accessory – men’s grooming brand Atwater has clawed its way into the nail category one year after it was founded by former Kiehl’s president Chris Salgardo.
Atwater is launching with a range of four nail polish colors in dark hues of black, gray, green and blue that retail for $20 each. The polishes will be available for preorder today.
Salgardo told media he was open to experimenting with the idea of tearing down stereotypes of the modern 21st Century male with the goal of making unconventional over tried-and-true grooming habits more acceptable for men. The idea seemed plausible. Given the growing popularity of gender-neutral fragrances and Eos’ recent expansion into men’s grooming and Atwar’s customer base catering to a younger audience of 18 to 34, it made sense to add a little color to the line, the brand said.
Atwater is partnering with amfAR, a longtime collaborator and one of the world's leading nonprofit organizations dedicated to the support of AIDS research, to donate $10,000 from sales of the nail collection.
Originally a direct-to-consumer, Atwater is steadily building its retail distribution with major partners. Following a launch into Nordstrom this year, the brand also entered Saks Fifth Avenue and Bluemercury.
Hair care and body are reportedly on the horizon for the brand’s coming expansion plans.