Moi Aussi targets cultural shift in men’s hand and nail care
Key takeaways
- Moi Aussi is reframing men’s hand and nail care by positioning it as a legitimate act of self-care rather than a taboo.
- The brand’s new range combines clean formulations with a “culturally appropriate” design for male consumers.
- Growing global demand for men’s personal care supports the commercial potential of the launch.
Moi Aussi has released hand and nail care for men. The French brand calls hand and nail care for men a “visible, symbolic area that has long been neglected.”
Moi Aussi has partnered with Fiabila to develop the range of hand care products and a collection of nail polishes. The companies call the solutions clean, effective, and culturally appropriate.
Moi Aussi was created to cater to men who want to take care of themselves, but the brand flagged that the market was not ‘speaking to them.’ It says that hand care is perceived as secondary, even taboo, due to a lack of suitable products and clear cultural references.
“With Moi Aussi, we are not seeking to create just another product, but to legitimize a gesture… Hand care becomes an act of well-being, expression, and self-recognition,” says Fadi Mroueh, founder of Moi Aussi.
Innova Market Insights data suggests that male-targeted personal care grew by 11% globally between July 2020 and June 2025. The market researcher also flags that approximately 37% of men globally use hand or body care products at least once a day. Additionally, nearly half of men’s health product launches were in Europe.
Nail polish for men
Fiabila’s formulation for the two technical treatments is designed for everyday use.
The Repair Treatment is designed as an invisible shield for cuticles and fragile nail areas. It helps to nourish, soothe, and restore moisture. In user tests, 95% of participants noticed less brittle nails after two weeks.
The Cure Treatment is “the first” invisible “liquid buffer” on the market. It is touted to protect, smooth, and strengthen the nail while providing a matte, natural, and undetectable finish. Moi Aussi says this option is made for men seeking a clean and discreet result. Moi Aussi introduces hand and nail care for men.
Next to the hand care solutions, Moi Aussi is also unveiling a collection of six nail polishes. The polishes are 83.5% bio-sourced, vegan, free from petrochemical solvent odors, and “21-free.” Twenty-one free means that a nail polish is formulated without 21 specific harsh or potentially toxic chemicals commonly found in traditional polishes, such as formaldehyde, toluene, phthalates, and camphor.
The formula also lasts an average of 5.9 days, validated by certified tests. It comes in an array of blue- and green-toned shades. The colors are called Coup de vent, Jour de mistral, Brume matinale, and Orage nocturne.
Men now care about care
The men’s care market is experiencing progressive growth. More brands are launching personal care products specifically catered to men’s wants and needs.
“In recent years, this niche of the personal care industry has seen a surge in demand for formulations that address common pain points such as post-shave irritation and skin sensitivity,” a spokesperson for Sequential previously told Personal Care Insights.
Seppic recently revealed data for its nutraceutical ingredient, Ceramosides, that combats hair loss. The company reported that 75% of men worldwide were satisfied with the results of the hair loss combatant. Rich in phytoceramides, the wheat lipidic extract previously showed benefits for skin and hair in women, but the more recent study uncovered unique benefits for men.
