Transformation of nail art: analysis of cultural and social factors in the evolution of manicure

The article examines the transformation of manicure (nail art) from a cosmetic procedure into an independent cultural phenomenon. Using an interdisciplinary approach – combining historicalaesthetic, gender, anthropological, and digital analysis – the study demonstrates that manicure performs functions of identity, self-presentation, and symbolic expression. The empirical basis includes interviews, focus groups, visual and content analysis of social networks (VK, Telegram, Pinterest, RuTube, Odnoklassniki; about 500 content units), as well as ethnographic observations in offline salons and online communities. The study reveals cross-cultural differences in the aesthetic codes of manicure (Russia, USA, South Korea), generational distinctions in perception (from experimental nail art among youth to more restrained styles in older groups), and the role of digital platforms in shaping trends. Key stylistic categories are systematized (minimalism, art design, business style, wedding/ceremonial, political/ symbolic, gender-neutral, and authorial). It is concluded that nail art is a dynamic form of visual language, reflecting changes in gender norms, social practices, and global visual culture.