If you've had a manicure lately, chances are you probably had it done at a nail salon run by people of Vietnamese heritage.
The salons are everywhere — in nearly every city, state and strip mall across the United States. So how did Vietnamese entrepreneurs come to dominate the multibillion-dollar nail economy?
Filmmaker Adele Free Pham set out to answer that question in a documentary called Nailed It. Growing up in Portland, Ore., she says, she observed that all the nail salons around her were Vietnamese run.
"So I knew that something was missing in mass media about this thing, this nail thing," Pham said in an interview. "And I also just always wondered why so many Vietnamese people were in the nail industry, to the point where my father, who is a Vietnamese refugee who came in 1975 — he wanted me to get into the nail industry as I was graduating high school as a side hustle, but also probably to retain my Vietnamese-ness.
"But it was just something that I was diametrically opposed to because of my own internal classism, you know? And that's something that I've been reanalyzing since I was 18. I just knew there was a whole other side to this industry, being Vietnamese, that the greater general public did not understand."
Nailed It premiered on PBS last week and is available as a free stream online until July 6 through the World Channel.
Interview Highlights
On the impact of actress Tippi Hedren on the nail industry
In 1975, Tippi Hedren was doing humanitarian work. She was running a program for 20 Vietnamese refugee women to resettle them in the U.S. They admired her nails, the care that she took, and she got the idea to get her personal manicurist, Dusty Cootes, to come to the refugee camp in Northern California and teach these women how to do a manicure as it would be done in Beverly Hills. And they're really the first manicuring licenses out there in the world, because before that time, women always got licensed for both hair and nails.
On representing the Vietnamese community's perspective in her film
I consider myself a person of color, and I feel like a lot of times, our history isn't documented or reported or even seen outside of the white gaze. So there's something very attractive about the Tippi [Hedren] story; I mean, she's this beautiful actress that was in iconic films. But I was pleasantly surprised that the more I researched, the more I really became convinced that this was the original spark for the Vietnamese entering the nail industry. And it was also important to show how they took over this $8 billion industry — or created this $8 billion industry, right? There's so many different facets to the story and how it became a mainstay in our culture.
On the Mantrap salons, which operated in black communities in South Los Angeles
I really believe all fashion comes from black culture. So I always wondered — this was another reason why I made the film — how did these nail salons get to the black neighborhoods, right? ... And that's how I came to know the story of Mantrap. One of the [two co-founding] women is Vietnamese, and the other is African American. And I really believe this was where the Vietnamese found their footing in the nail salon industry, right? Because they brought the price down to a point where working-class women could afford this luxury, and black women just brought an art to it, right? ...
