Suvechha Sarkar
Self-expression in beauty is no longer confined to makeup palettes or salon visits. It has now also evolved to the point where individuality and artistry collide in the most unexpected ways. While traditional Press-On Nails have long offered convenience, they may lack a deeper creative connection. This is the problem that the Never Have I Ever brand aims to solve. Designed to be reusable with commendable quality, these nails provide quick fixes while supporting independent artists. In season 17, episode 14 of ABC’s ‘Shark Tank,’ the two founders of the brand took the national stage to showcase their innovation in the nail industry, sparking interest among the Sharks.
Never Have I Ever Press-On Nails: Who Are They and What Do They Do?
Long before Never Have I Ever made its mark in the beauty world, its founders, Susana Chen and Jess Wu, were building careers shaped by creativity, strategy, and global experience. The former began her academic journey in 2005 when she enrolled at the Parsons School of Design – The New School to pursue a Bachelor of Fine Arts in Product Design. While studying there, Susana completed studies in Interior Architecture and Furniture at Konstfack in 2010 and Integrated Design at the Cologne University of Applied Sciences in 2011, as an exchange student. Eventually, she earned a Bachelor of Fine Arts in Product Design in 2012. Susana began her career in 2011 at Creative Circle as a Senior Art Director. While serving there, she also worked at Relevent as a Brand Designer from February to November of 2015.
Susana’s path continued to evolve as she left Creative Circle in January 2016, before joining Freeman Company as a Design Director the following July. She left the position in July 2019 and became a Senior Marketing Planning Manager at Oppo. At the organization, her dedication helped her rise through the ranks to become Senior Global Brand Manager, and she worked there until October 2023. In January 2019, Susana became a Board Member for the Asian Creative Foundation and has been working in that position ever since. While working in this role, she realized that beauty is not just an accessory but also a form of expression. Yet, she couldn’t find any nails that reflected that view in the market. It ultimately brought the idea of Never Have I Ever to fruition in August 2023, and Jess also joined Susana as the co-founder.
Jess built a strong foundation by earning a Bachelor’s degree in Business Management from National Taiwan University of Science and Technology in 2013, followed by a Master of Science in Marketing from The University of Manchester in 2014. She began her professional trajectory as a PR Intern for the Pilot Group, where she worked from June 2012 to June 2013. In November 2014, Jess became the Business Management Specialist at Acer. She moved on from the position in April 2016 to assume the role of Senior PR Manager at East West Marketing. Jess left the organization in June 2018 and joined Edelman as a Senior PR Manager, where she remained until February 2020. From April 2020 to June 2021, she served as Team Lead of Communication at Oppo.
That was followed by Jess’ position at Alibaba as a Marketing Expert, where she continued to excel until August 2023. Together, Never Have I Ever has set out to support artists, uplift diverse voices, and create a space where self-expression can thrive without rules. The brand’s star product is its Press-On Nails, which are salon-quality. Moreover, these nails are not just lightweight and designed for comfort but also reusable. Featuring a wide variety of artistic styles, these nails are available in shapes, colors, patterns, and occasions. To apply the nails, customers can prepare their nails, choose between adhesive tabs or glue, select the right size, and press for 20 seconds. In order to remove the nails, one can use a warm soak in soapy water to gently lift them off.
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Never Have I Ever Press-On Nails: Where Are They Now?
Following its launch, Never Have I Ever has evolved into a flourishing brand, with customers being able to easily purchase its products on its official website. Their products are also available for purchase in curated retail spaces, like Urban Outfitters, The Metropolitan Museum of Art, and The Museum of Modern Art. At its core, the brand’s offering mainly revolves around the Press-On Nails. Customers can tailor their choices by nail shape: Almond, Short Almond, Coffin, Round, Oval, Square, and Stiletto. They can further explore a vibrant palette of colors like pink, blue, white, brown, green, and red. The brand’s patterns include everything, such as classics and minimal, abstract shapes, chrome and shine, floral and nature, and playful and cute.
Furthermore, you can choose to purchase the Press-On Nails by occasions, which lists artsy, edgy, glam-up, holiday, bridal, date-night, and essentials. Affordability also plays a key role in the growth of Never Have I Ever, since their nails are priced at $17.99, $18, $20, and $22, respectively, depending on the designs. The brand has also expanded into accessories, such as Tooth Gem Kits. While the Butterfly Glam, Classic Glam, Pinky Glam, and Bow Baby Kits are available for $29 each, the Celestial kit is priced at $30. Customers can also enjoy a 15% discount by subscribing to the brand’s newsletter. Never Have I Ever is quite connected with artists and creators through its artist collaboration program. Alongside that, the brand has an affiliate program that offers collaborators a 15% commission on referrals, turning customers into ambassadors.
On the website, customers can also find blogs that guide them on topics such as extending the life of their Press-Ons and understanding adhesive choices. Never Have I Ever is quite active on social media platforms, specifically Facebook, Instagram, and TikTok. On Instagram, they announced the introduction of the new Dalmatian Collection in November 2025, followed by a paid collaboration with the creator SunniSnoopy (sunnisnoopy) to create a design. In January 2026, the brand announced its upcoming Best Friend Edition Nails in partnership with the clothing brand, For Love & Lemons. In early February, Never Have I Ever revealed a pre-V-Day hangout, where they provided little surprises to the customers.
Never Have I Ever’s momentum continued as they collaborated with several creators, including Zenta (zenta_mugler) and Thalía (milkyoatts), among others. In March 2026, they worked with the artist UFOfi (ufofiai) to introduce the Pastel Sweetie and Burgundy Heartbreaker designs. Proudly powered by an all-woman team, the brand also celebrates International Women’s Day with enthusiasm. Most recently, Never Have I Ever conducted a giveaway alongside other artists and creators, offering the winner a set of Press-On nails. They have also joined forces with Shophouse Nails, continuing their mission to turn nails into wearable art. Through every launch and campaign, the brand continues to receive multiple positive reviews, turning its vision into a beautiful reality.
