History

imPRESS originated within KISS Products, a beauty company founded in 1989 in Flushing, New York. KISS had already established itself in artificial and press-on nails before introducing imPRESS. 2

The imPRESS Press-on Manicure launched in 2012 under the Broadway Nails/KISS organization. It differentiated itself from traditional press-on nails by offering a manicure with pre-applied adhesive, eliminating the need for users to apply separate nail glue. KISS describes the launch as a major innovation in the nail-care market.

The concept proved successful, and imPRESS subsequently became the #1 brand in the KISS portfolio, according to the company. 3

Major developments

2012 — Launch

imPRESS Press-on Manicure debuted as a quick DIY alternative to conventional manicures. The original proposition was simple: choose the correct nail size, peel off the backing, press it onto the natural nail, and go. 4

2021 — PureFit Technology

imPRESS introduced PureFit Technology, designed to make the artificial nails thinner, more comfortable and more natural-looking. The technology was paired with the brand’s adhesive system to improve both fit and durability. 5

2022 — Press-on pedicures

The technology was expanded beyond fingernails into press-on toenails, giving consumers a similar DIY alternative for pedicures.

2023 — imPRESS Falsies

imPRESS expanded into the false-eyelash category with imPRESS Falsies. These use pre-bonded adhesive technology and are designed to be applied underneath the natural lashes without conventional lash glue. The launch was promoted as a one-step, press-on application. 4

Press-on nails

Nails remain the centre of the imPRESS brand.

The typical imPRESS manicure comes with multiple artificial nails in different sizes, allowing the user to select the closest fit for each natural nail. Products generally come with accessories such as a prep pad, nail file and manicure stick. 6

The brand’s nail collections span numerous aesthetics, including:

• Solid colours
• French manicures
• Glossy finishes
• Matte finishes
• Ombre designs
• Nail-art patterns
• Seasonal designs
• Fashion collaborations and themed collections
• Different lengths, shapes and fits

The emphasis is not simply on replacing a salon manicure but also on treating nails as a fashion accessory that can be changed according to an outfit, occasion or personal style.

Press-on toenails

Introduced in 2022, imPRESS press-on toenails extend the same basic philosophy to pedicures: a ready-to-wear appearance without having to visit a salon. 7

imPRESS Falsies

imPRESS Falsies represent the brand’s move beyond nails.

The lashes use pre-bonded technology, meaning the consumer does not need to apply traditional eyelash glue. They are designed for application underneath the natural lashes, helping conceal the lash band and create a more seamless appearance.

The original launch included different lash styles, including Natural, Voluminous and Spiky, allowing users to customise the intensity of their look. 8

Technology is an important part of imPRESS’s brand identity.

PureFit Technology

PureFit was introduced in 2021 as a major improvement to the traditional press-on nail format. According to imPRESS, it creates a thinner, more comfortable and more natural-feeling nail. 9

Patented SuperHold Adhesive

imPRESS describes its adhesive as a dual-layer, pressure-sensitive adhesive system. Rather than requiring a separate tube of nail glue, the adhesive is incorporated into the press-on nail.

The company says the system creates a waterproof seal and can provide wear for up to 10 days, although actual wear time can vary depending on application, nail condition and individual use.

Contoured fit

The nails are designed with a tapered cuticle area and contoured shape intended to create a closer fit to the natural nail. The objective is to reduce visible gaps and lifting while maintaining a natural appearance.

imPRESS is built around the idea that beauty does not need to be complicated.

Its official mission describes the brand as a DIY solution and form of self-expression, with confidence at the centre of its positioning. Rather than presenting beauty as something that necessarily requires professional services, imPRESS emphasises convenience and consumer control.

Its basic proposition can therefore be summarised as:

Professional-looking beauty, available instantly at home.

This fits directly into the broader KISS philosophy of “Bring the Salon Home.”

imPRESS is not an independent company in the conventional sense. It is a brand within KISS Products’ broader beauty portfolio.

KISS was established in 1989 and developed from a nail-focused business into a multinational beauty company with products spanning nails, lashes, hair and other beauty categories. KISS states that its products are sold in more than 100 countries.

Within that portfolio, imPRESS has become particularly important because it combines several of KISS’s major strengths:

KISS
→ professional-quality DIY beauty
→ imPRESS
→ no-glue press-on technology
→ nails + pedicures + lashes

The company has specifically described imPRESS as the #1 brand in its portfolio, reflecting its significance to KISS. 3

One of imPRESS’s defining characteristics is its mass-market accessibility.

The brand has been distributed through major retailers rather than being positioned exclusively as a premium salon product. Its official site lists retailers including Walmart, Target, CVS, Walgreens, Ulta Beauty and Amazon.

This distribution strategy is important to the brand’s identity: consumers can encounter imPRESS alongside conventional beauty products rather than having to visit a specialised nail salon.

imPRESS has also introduced sustainability initiatives into its packaging.

The company says it has moved toward recyclable paper packaging printed with soy ink, while describing this as part of an ongoing effort rather than a completed sustainability programme.

The brand also states that its nails are vegan and cruelty-free, saying they are made without animal by-products and are not tested on animals.

The imPRESS concept is intentionally simple:

1. Select the correct size: Choose the artificial nail that most closely matches the natural nail.
2. Prepare the natural nail: Clean and dry the nail to improve adhesion.
3. Peel: Remove the protective backing from the pre-applied adhesive.
4. Press: Align the artificial nail near the cuticle and press it firmly onto the natural nail.
5. Go: There is no conventional glue application or drying period.

The exact instructions vary by product, but the peel → press → go experience is central to the brand.

imPRESS occupies an interesting position between cosmetics, fashion and convenience beauty.

Traditional manicure brands primarily sell nail polish and treatments. Traditional artificial nails often require glue and more preparation. Salons provide professional results but require appointments, time and additional expense.

imPRESS attempts to sit in the middle:

Salon appearance + DIY application + fashion variety + convenience

That positioning has allowed the brand to appeal particularly strongly to consumers who want to change their nails frequently without committing to a salon appointment.

The broader significance of imPRESS is its contribution to the normalisation of ready-to-wear press-on beauty.

Rather than treating artificial nails as a special-occasion substitute, imPRESS has marketed them as an everyday beauty and fashion product. Its emphasis on fashionable designs, easy application and relatively short-term wear supports the idea that consumers can change their manicure almost like changing an accessory.

The brand’s expansion from nails into toenails and then lashes also demonstrates an attempt to turn its press-on technology into a broader beauty platform, rather than limiting it to artificial fingernails.

1. About imPRESS Nails
2. About imPRESS
3. imPRESS Nails Technology
4. imPRESS, the #1 Press-On Nail Brand, Announces Breakthrough Pre-Bonded Technology with NEW imPRESS Press-On Falsies
5. Impress Design Press On Nails – As It Was – KISS USA
6. IMPRESS Trademark of Kiss Nail Products, Inc. – Registration Number 4172914 – Serial Number 85371824 :: Justia Trademarks
7. Impress Press On Nails and Lashes – imPRESS
8. imPRESS Press-On Manicure – Loveislove – KISS USA
9. Global Leading Company in Beauty Products | KISS NAIL PRODUCTS INC