Another male celebrity beauty brand, you say?
Machine Gun Kelly is getting into the nail polish game.
The musician (and boyfriend to Megan Fox) is set to launch his own gender-neutral nail polish line, UN/DN LAQR. Available online December 2, the brand will offer 10 shades from neutrals to bright colours, with one black lacquer aptly named “Depressionist.” Each polish will cost $23, with trios going for $67 and kits of six being sold at $110.
Born Colson Baker, the 31-year-old musician co-founded the brand with incubator Unlisted Brand Lab, and told Allure he chose shades that can be worn year-round. As for the name, UN/DN is a play on the word “undone,” reported Business of Fashion, representing Baker’s ambition to flip the script on the beauty world that has long catered to women.
Known for his eccentric personal style, MGK loves to sport a manicure. At times elevated with the addition of acrylics, his nails are often coloured with busy patterns and mismatched hues. Machine Gun Kelly is the unofficial poster boy for what the internet has dubbed the “Manic Pixie Dream Boyfriend” – a man who is free-spirited, artsy and grungy AF (in a cool way). Notably, this free-spirited regard for self-expression often results in exhibiting gender fluidity.
Machine Gun Kelly is one of a growing number of male celebrities who have worn nail polish to showcase their personal style.
Artists like Lil Nas X, A$AP Rocky and Lil Yachty have been known to don impressive manicures, and while men sporting nail art is nothing new, it would seem we’re in the age of capitalizing on the trend. The launch of UN/DN comes just weeks after Harry Styles released his own beauty brand, Pleasing. Similar to Styles, Baker’s line aims to embrace inclusivity.
Male celebs stepping into the beauty space speaks to the growing calls for gender-neutral fashion and beauty products, specifically by Gen Z. And while the celebrity-founded beauty brand space is arguably over-saturated, line’s like Machine Gun Kelly’s represent an important cultural shift in traditional gender expectations. Sign us up!