Lil Yachty isn't exactly the first name you think of when you imagine a boardroom executive in the beauty industry. But that's kinda the point. In 2021, the Atlanta rapper—born Miles McCollum—decided to pivot from the recording studio to the cosmetics lab, launching a venture that felt like a natural extension of his own colorful, boundary-pushing persona. It was called Crete.
The move wasn't just a random celebrity cash grab.
Honestly, the whole thing started because of a high school student in Texas named Trevor Wilkinson. Trevor got suspended for wearing nail polish to school, and the story went viral. It sparked a massive debate about gender norms and self-expression. Yachty saw that. He felt it was ridiculous. He decided to back the kid up by creating a line specifically designed to make Lil Yachty nail polish a normalized part of the modern man's routine.
He didn't want it to feel like "makeup." He wanted it to feel like an accessory, like a watch or a chain.
The Crete Philosophy and Why It Actually Mattered
Crete wasn't your typical drugstore lacquer. Most nail polish bottles are designed for a certain aesthetic—slender, glass, maybe a bit dainty. Yachty went the opposite direction. The packaging for Crete looked more like a high-end vape pen or a piece of architectural hardware. It was sleek, matte, and featured a pen-like applicator.
Why? Because most guys are terrible at painting their nails.
If you've ever tried to use a tiny brush with your non-dominant hand, you know the struggle. It usually ends up looking like a crime scene. By using a pen-style mechanism, Lil Yachty nail polish aimed to lower the barrier to entry. It made the process feel less like a "beauty treatment" and more like a DIY project or art.
The first collection, "Negatives 001," focused on a monochromatic palette. We’re talking black, white, and grey. It was safe. It was approachable. It was a bridge for the guy who wanted to try something new without necessarily diving headfirst into neon pink or glitter—though Yachty himself is a fan of those, too.
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Breaking Down the Viral Moment
The launch was huge. People were talking about it on Twitter, TikTok, and in every fashion magazine from GQ to Vogue. But there was also a lot of pushback. Some critics felt like "men's nail polish" was a redundant concept. After all, polish is just polish. It doesn't have a gender.
But Yachty’s team understood the psychology of the consumer.
They knew that for a lot of men, walking into a Sephora or a nail salon feels intimidating. By branding it as Crete and using masculine, industrial imagery, they gave guys "permission" to care about their hands. It sounds silly when you say it out loud in 2026, but back then, the cultural shift was still in its early stages.
What Happened to Crete?
Business is messy.
Despite the massive hype and the genuine social mission behind it, Crete eventually faced some internal hurdles. Shortly after the launch, Yachty actually distanced himself from the brand. He posted on social media that he was no longer involved with the company due to some behind-the-scenes disagreements with the partners.
It was a bummer for fans.
The brand essentially went dark. If you go looking for Crete today, you’ll mostly find dead links and old Instagram posts. It’s a classic case of a great idea meeting the cold, hard reality of corporate logistics. But even though the brand itself didn't become a long-term empire, the impact of Lil Yachty nail polish stayed.
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The Ripple Effect in Men's Beauty
You can see Yachty’s influence in the brands that followed. Look at Harry Styles with Pleasing or Machine Gun Kelly with UN/DN LAQR. Tyler, The Creator has Golf le Fleur. These aren't just niches anymore; they are legitimate pillars of the lifestyle industry.
The "Yachty effect" proved that there was a massive, untapped market of young men who wanted to experiment with their look. They weren't looking for traditional "pretty" aesthetics. They wanted "cool."
- Self-Expression over Tradition: The rise of male-targeted polish showed that Gen Z and Millennials don't care about the 1950s version of masculinity.
- The "Pen" Innovation: Even though Crete is gone, the idea of an easier applicator is something other brands have started to adopt.
- Social Activism as a Brand Pillar: Starting a company because a kid got bullied for his nails gave the brand instant soul. People buy stories, not just products.
The Realities of Using Men's Nail Polish Today
If you’re looking to get that Yachty look now that Crete isn’t easily available, you have to look at the broader market. You aren't stuck with just the basics anymore.
A lot of guys think they need "men's" polish. You don't.
The secret to why Lil Yachty nail polish looked good wasn't some magical formula. It was the finish. He often opted for matte top coats. If you want that rugged, intentional look, grab any high-quality black polish—like Essie or OPI—and hit it with a matte finisher. It takes away the "shiny" look that some guys find too feminine and makes it look like charcoal or stone.
Also, don't worry about it being perfect. Part of the aesthetic Yachty championed was the "chipped" look. It’s supposed to look lived-in. It’s rock and roll. It’s hip-hop. It’s not about being a hand model; it’s about having a vibe.
Expert Tips for Getting the Best Results
- Prep is everything: Use a file. Seriously. If your nails are jagged, the polish will just highlight the mess.
- Thin coats: Don't gloop it on. Two thin layers are better than one thick one that will never dry and eventually smudge on your bedsheets.
- The Thumb Rule: If you're nervous about wearing full color, just do your thumbnails or one "accent" nail. It's a subtle way to start.
Why the Conversation Still Matters
We live in an era where "celebrity brands" are a dime a dozen. Most of them are boring. They’re just private-labeled junk with a famous face slapped on the front.
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Lil Yachty nail polish was different because it felt authentic. Yachty has been painting his nails for years. He didn't do it because a consultant told him it was trending; he did it because he liked it. That authenticity is what allowed him to challenge the status quo without it feeling forced.
He helped move the needle.
Today, seeing a guy with painted nails at a concert, a grocery store, or even an office isn't the "shock to the system" it was five or ten years ago. It’s just... a thing. And while Crete might be a footnote in business history, the cultural permission it granted to millions of young men is a much bigger story.
Actionable Insights for Your Style Journey
If you want to channel the energy of the Crete era, you don't need a defunct brand to do it. Start by focusing on the health of your hands first. Invest in a decent glass nail file—they last forever and prevent peeling. If you're ready to try color, stick to a matte black or a deep navy to build your confidence.
The goal isn't to look like a rapper; it's to feel comfortable enough in your own skin to try something different. Whether you're doing it for a protest like Trevor Wilkinson or just because you think it looks cool, remember that it's just paint. It comes off with a bit of acetone.
Check out brands like UN/DN LAQR or even standard professional lines like Zoya (which is "big 10 free" and better for your nail health) if you want to pick up where Yachty left off. Experiment with textures. Try a matte top coat over a metallic base. The rules are gone, so you might as well have some fun with it.