Think You've Got A Tough Sell? Try Getting Macho Guys And Average Dudes To Buy Nail Polish For Men

Alphanail CEO Josh Espley says there's a much larger market for men's nail polish than you'd think. Historically, he says, "men settled on using their girlfriend’s or their sister’s products lying around. That can be kind of taxing on your manhood." Josh Espley is CEO of Blakk Cosmetics, whose first product, Alphanail, is being billed as “war paint for your fingernails.” (It’s nail polish, but for dudes.) Here Espley talks about his unlikely product, which is coming soon in a clear-polish version, for men who want to protect their nails without making a fashion statement. FAST COMPANY: What is Alphanail? JOSH ESPLEY: We realized a trend in the market, that men’s cosmetics are being more accepted in the marketplace. We launched Alphanail, and are working on a concealer line. The concept is not to mimic what girls already have, but catering more to...