Never Have I Ever began as a small project built around art and beauty. The idea came from Susana Chen and Jess Wu, who brought different backgrounds into the venture. Chen worked in design and creative strategy, while Wu focused on e-commerce and supply chains. They saw a gap in the market for press-on nails that carried original artwork rather than standard patterns, and they set out to build a product around that idea.
The business took shape in New York City, where the founders began working directly with artists. Early on, they relied on their own savings and built the operation step by step. They developed a model that allowed artists to license their designs, which were then produced as reusable nail sets. This approach created a network of collaborators and gave the products a steady flow of new designs.
Daily operations center on design partnerships and product distribution. The founders manage relationships with artists while also overseeing production and sales. The structure remains lean, with a focus on coordinating creative work and moving finished products through online channels and retail partnerships. Social media and direct online sales play a key role in reaching customers and introducing new collections.
Growth came through a mix of steady expansion and a few early breakthroughs. The brand moved quickly into retail, including placement in hundreds of stores within a short period, which tested its supply chain and required adjustments to production. At the same time, the network of artists expanded, giving the catalog more range and helping the business scale its output.
Over time, Never Have I Ever developed into a small but growing operation built around collaboration. The founders continue to balance creative direction with logistics, while the business maintains its focus on artist-driven designs and a direct connection between creators and customers.
