Key Takeaways<\/h2>\n\n- Chen, a Parsons School of Design graduate, set out to create \u2018wearable art that really shows who you are.\u2019<\/li>\n
- Wu\u2019s background in brand marketing helped the co-founders build efficient systems and scale. <\/li>\n
- Now, with $1.5 million revenue and a \u2018Shark Tank\u2019 deal secured, the business continues to expand. <\/li>\n<\/ul>\n<\/div>\n
Susana Chen and Jess Wu\u2019s New York-based beauty startup Never Have I Ever<\/a> began with a simple question: \u200aWhat if art could be living on unexpected canvases \u2014 not just on printed T-shirts or hats?\u00a0<\/em><\/p>\nChen had some experience with the latter, growing up in New York City\u2019s Chinatown, where she helped sell \u201cI Love New York\u201d tees and other customized items at her mother\u2019s souvenir shop. <\/p>\n
As an adult, Chen graduated from Parsons School of Design, worked at several creative agencies, founded the non-profit Asian Creative Foundation<\/a> and attended craft fairs, where she purchased artist-made goods and spotted a gap in the market when it came to a certain slice of self-expression.\u00a0<\/p>\nChen saw the potential to start a business selling press-on nails, temporary tattoos and tooth gems \u2014 \u201cwearable art that really shows who you are,\u201d she says.\u00a0<\/p>\n
Chen brought the idea to her former colleague Wu, whose corporate background in brand marketing came in handy. Wu has helped cross-cultural brands, from consumer goods to tech companies, go global. She knew how to build efficient systems.\u00a0<\/p>\n
The duo officially launched Never Have I Ever in November 2023.\u00a0Chen says the brand name has \u201cmultiple meanings to empower people in their individuality\u201d \u2014 encompassing her and Wu starting a business for the first time, artists experimenting with new mediums and customers trying new looks. <\/p>\nImage Credit: Never Have I Ever. Jess Wu, left, and Susana Chen, right. <\/figcaption><\/figure>\nShifting consumer behavior and a significant pain point<\/h2>\n
It was a well-timed rollout, coinciding with a shift in consumer behavior around non-essential beauty services. Last year, salon owners and other beauty professionals across the U.S. reported decreased business amid an economic downturn and extensive tariffs, per NBC News<\/a>.<\/p>\nNever Have I Ever\u2019s press-on nails, which retail from about $18 to $45, not only offer consumers a more affordable option to do their nails, but also address another, sometimes overlooked pain point.\u00a0<\/p>\n
\u201cI go to the nail salon,\u201d Chen explains. \u201cI want an artist\u2019s work on my nails. But the artists don\u2019t get credit for the nail drawing, and the nail tech cannot draw exactly what I want. So the customer isn\u2019t happy. We just solved that whole issue.\u201d\u00a0<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/04\/Lifestyle-NHIE-1.jpg?w=683\")
Image Credit: Never Have I Ever<\/figcaption><\/figure>\nNever Have I Ever pulled in $3,000 to $5,000 per weekend<\/h2>\n
In the early days, Chen and Wu brought Never Have I Ever\u2019s artist-designed products to craft fairs to see if it would stick. It did, with the customized nails \u201ceasily bringing in $3,000 to $5,000 per weekend,\u201d Chen says. That\u2019s when it made sense to attend trade shows and capture the attention of larger retailers.<\/p>\n
Nowadays, Never Have I Ever\u2019s products are available at Urban Outfitters, Revolve, Anthropologie, PacSun, Zumiez and Nordstrom. What\u2019s more, in keeping with its artistic roots, the brand is carried at cultural institutions including the Met Museum, MoMA and Denver Art Museum.\u00a0<\/p>\n
\u201c\u200aWhen we had this idea of working with artists, I knew I wanted to sell to MoMA,\u201d Chen says. \u201cI wanted to sell to Metropolitan. Because I don\u2019t want to go just to see art \u2014 I want to bring home souvenirs of the art, but not to put it on my fridge or table. I want to wear them.\u201d\u00a0<\/p>\n
A business model allowing artists to monetize their work<\/h2>\n
From the outset, Chen and Wu centered creatives in their approach. Never Have I Ever works with more than 100 artists, who are typically paid 5% in royalties for their licensed artwork. <\/p>\n
The majority of Never Have I Ever\u2019s supply chain is based in China, but the production process is always a collaborative one, the co-founders say. Once an artist submits their artwork, Never Have I Ever works closely with them to ensure the final product remains true to their vision.\u00a0<\/p>\n
\u201cWe built an internal system and template to bridge artists\u2019 creative process and manufacturing realities so that we can minimize the gap between art and production,\u201d Wu says. \u201cSo it\u2019s generally quite smooth.\u201d\u00a0<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/04\/Lifestyle-NHIE-3.jpg?w=683\")
Image Credit: Never Have I Ever<\/figcaption><\/figure>\nAdditionally, Never Have I Ever showcases its artist community on its social media platforms. The business\u2019s social media strategy isn\u2019t just focused on getting consumers to purchase the press-on nails; it makes a point to highlight the individual artists behind the designs, Chen notes.\u00a0\u00a0<\/p>\n
Never Have I Ever boasts collaborations with artists including Lorien Stern, Tay Beepboop, Jade Roland, Lily Hoang-Zhu (liliuhms), August Wren, Mercedes Bazan, Omotola, Zoe Wodarz, Hey Su Lee, Alice Lee and Priyanka, among many others.\u00a0<\/p>\n
Hitting $1.5 million in revenue and 120,000 units sold<\/h2>\n
By the end of 2025, Never Have I Ever had about ten people on its team, half based in the U.S. and half in China. The company closed out its second full year in business with $1.5 million in revenue, with 3.5X year\u2013over-year sales growth and 120,000 units sold, per the company.\u00a0<\/p>\n
\u201c\u200aWe went from selling at a marketplace on the weekend to now being in more than 2,000 shops in less than two years,\u201d Wu says, \u201cso it was an incredibly fast scale.\u201d<\/p>\n
What\u2019s more, in another major milestone for the young brand, Never Have I Ever appeared on an episode of Shark Tank <\/em>last month.\u00a0<\/p>\n\u201cIt was wild,\u201d Chen says of pitching to the Sharks. \u201cIt was nerve-wracking. But it was also one of the most vulnerable experiences, talking through growing up in New York City, selling I love New York T-shirts at my mom\u2019s souvenir shop [and how that] gave me the perspective to understand the importance of creative expression.\u201d\u00a0<\/p>\n
Never Have I Ever secured a deal with Kevin O\u2019Leary<\/a>: a $150,000 investment for 10% of the company and 50 cent per unit loyalty royalty capped at $450,000.<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/04\/Lifestyle-NHIE-4.jpg?w=683\")
Image Credit: Never Have I Ever<\/figcaption><\/figure>\nBecoming the go-to brand in instant glam<\/h2>\n
Looking ahead, the co-founders intend to make Never Have I Ever the go-to brand in the instant glam category, continuing to expand into additional retail stores and partner with new artists along the way.\u00a0<\/p>\n
Now is a prime time to start a new business, Wu says, noting that aspiring entrepreneurs don\u2019t need a huge team or massive budget to launch, just an understanding of what they want to do and why they want to do it.\u00a0<\/p>\n
\u201cWe knew that we wanted to support artists,\u201d Wu adds. \u201cWe wanted to help them do what they love.\u201d<\/p>\n<\/p><\/div>\n
\n\nKey Takeaways<\/h2>\n\n- Chen, a Parsons School of Design graduate, set out to create \u2018wearable art that really shows who you are.\u2019<\/li>\n
- Wu\u2019s background in brand marketing helped the co-founders build efficient systems and scale. <\/li>\n
- Now, with $1.5 million revenue and a \u2018Shark Tank\u2019 deal secured, the business continues to expand. <\/li>\n<\/ul>\n<\/div>\n
Susana Chen and Jess Wu\u2019s New York-based beauty startup Never Have I Ever<\/a> began with a simple question: \u200aWhat if art could be living on unexpected canvases \u2014 not just on printed T-shirts or hats?\u00a0<\/em><\/p>\nChen had some experience with the latter, growing up in New York City\u2019s Chinatown, where she helped sell \u201cI Love New York\u201d tees and other customized items at her mother\u2019s souvenir shop. <\/p>\n
As an adult, Chen graduated from Parsons School of Design, worked at several creative agencies, founded the non-profit Asian Creative Foundation<\/a> and attended craft fairs, where she purchased artist-made goods and spotted a gap in the market when it came to a certain slice of self-expression.\u00a0<\/p>\n<\/p><\/div>\n
Susana Chen and Jess Wu\u2019s New York-based beauty startup Never Have I Ever<\/a> began with a simple question: \u200aWhat if art could be living on unexpected canvases \u2014 not just on printed T-shirts or hats?\u00a0<\/em><\/p>\n Chen had some experience with the latter, growing up in New York City\u2019s Chinatown, where she helped sell \u201cI Love New York\u201d tees and other customized items at her mother\u2019s souvenir shop. <\/p>\n As an adult, Chen graduated from Parsons School of Design, worked at several creative agencies, founded the non-profit Asian Creative Foundation<\/a> and attended craft fairs, where she purchased artist-made goods and spotted a gap in the market when it came to a certain slice of self-expression.\u00a0<\/p>\n Chen saw the potential to start a business selling press-on nails, temporary tattoos and tooth gems \u2014 \u201cwearable art that really shows who you are,\u201d she says.\u00a0<\/p>\n Chen brought the idea to her former colleague Wu, whose corporate background in brand marketing came in handy. Wu has helped cross-cultural brands, from consumer goods to tech companies, go global. She knew how to build efficient systems.\u00a0<\/p>\n The duo officially launched Never Have I Ever in November 2023.\u00a0Chen says the brand name has \u201cmultiple meanings to empower people in their individuality\u201d \u2014 encompassing her and Wu starting a business for the first time, artists experimenting with new mediums and customers trying new looks. <\/p>\n It was a well-timed rollout, coinciding with a shift in consumer behavior around non-essential beauty services. Last year, salon owners and other beauty professionals across the U.S. reported decreased business amid an economic downturn and extensive tariffs, per NBC News<\/a>.<\/p>\n Never Have I Ever\u2019s press-on nails, which retail from about $18 to $45, not only offer consumers a more affordable option to do their nails, but also address another, sometimes overlooked pain point.\u00a0<\/p>\n \u201cI go to the nail salon,\u201d Chen explains. \u201cI want an artist\u2019s work on my nails. But the artists don\u2019t get credit for the nail drawing, and the nail tech cannot draw exactly what I want. So the customer isn\u2019t happy. We just solved that whole issue.\u201d\u00a0<\/p>\n In the early days, Chen and Wu brought Never Have I Ever\u2019s artist-designed products to craft fairs to see if it would stick. It did, with the customized nails \u201ceasily bringing in $3,000 to $5,000 per weekend,\u201d Chen says. That\u2019s when it made sense to attend trade shows and capture the attention of larger retailers.<\/p>\n Nowadays, Never Have I Ever\u2019s products are available at Urban Outfitters, Revolve, Anthropologie, PacSun, Zumiez and Nordstrom. What\u2019s more, in keeping with its artistic roots, the brand is carried at cultural institutions including the Met Museum, MoMA and Denver Art Museum.\u00a0<\/p>\n \u201c\u200aWhen we had this idea of working with artists, I knew I wanted to sell to MoMA,\u201d Chen says. \u201cI wanted to sell to Metropolitan. Because I don\u2019t want to go just to see art \u2014 I want to bring home souvenirs of the art, but not to put it on my fridge or table. I want to wear them.\u201d\u00a0<\/p>\n From the outset, Chen and Wu centered creatives in their approach. Never Have I Ever works with more than 100 artists, who are typically paid 5% in royalties for their licensed artwork. <\/p>\n The majority of Never Have I Ever\u2019s supply chain is based in China, but the production process is always a collaborative one, the co-founders say. Once an artist submits their artwork, Never Have I Ever works closely with them to ensure the final product remains true to their vision.\u00a0<\/p>\n \u201cWe built an internal system and template to bridge artists\u2019 creative process and manufacturing realities so that we can minimize the gap between art and production,\u201d Wu says. \u201cSo it\u2019s generally quite smooth.\u201d\u00a0<\/p>\n Additionally, Never Have I Ever showcases its artist community on its social media platforms. The business\u2019s social media strategy isn\u2019t just focused on getting consumers to purchase the press-on nails; it makes a point to highlight the individual artists behind the designs, Chen notes.\u00a0\u00a0<\/p>\n Never Have I Ever boasts collaborations with artists including Lorien Stern, Tay Beepboop, Jade Roland, Lily Hoang-Zhu (liliuhms), August Wren, Mercedes Bazan, Omotola, Zoe Wodarz, Hey Su Lee, Alice Lee and Priyanka, among many others.\u00a0<\/p>\n By the end of 2025, Never Have I Ever had about ten people on its team, half based in the U.S. and half in China. The company closed out its second full year in business with $1.5 million in revenue, with 3.5X year\u2013over-year sales growth and 120,000 units sold, per the company.\u00a0<\/p>\n \u201c\u200aWe went from selling at a marketplace on the weekend to now being in more than 2,000 shops in less than two years,\u201d Wu says, \u201cso it was an incredibly fast scale.\u201d<\/p>\n What\u2019s more, in another major milestone for the young brand, Never Have I Ever appeared on an episode of Shark Tank <\/em>last month.\u00a0<\/p>\n \u201cIt was wild,\u201d Chen says of pitching to the Sharks. \u201cIt was nerve-wracking. But it was also one of the most vulnerable experiences, talking through growing up in New York City, selling I love New York T-shirts at my mom\u2019s souvenir shop [and how that] gave me the perspective to understand the importance of creative expression.\u201d\u00a0<\/p>\n Never Have I Ever secured a deal with Kevin O\u2019Leary<\/a>: a $150,000 investment for 10% of the company and 50 cent per unit loyalty royalty capped at $450,000.<\/p>\n Looking ahead, the co-founders intend to make Never Have I Ever the go-to brand in the instant glam category, continuing to expand into additional retail stores and partner with new artists along the way.\u00a0<\/p>\n Now is a prime time to start a new business, Wu says, noting that aspiring entrepreneurs don\u2019t need a huge team or massive budget to launch, just an understanding of what they want to do and why they want to do it.\u00a0<\/p>\n \u201cWe knew that we wanted to support artists,\u201d Wu adds. \u201cWe wanted to help them do what they love.\u201d<\/p>\n<\/p><\/div>\n Susana Chen and Jess Wu\u2019s New York-based beauty startup Never Have I Ever<\/a> began with a simple question: \u200aWhat if art could be living on unexpected canvases \u2014 not just on printed T-shirts or hats?\u00a0<\/em><\/p>\n Chen had some experience with the latter, growing up in New York City\u2019s Chinatown, where she helped sell \u201cI Love New York\u201d tees and other customized items at her mother\u2019s souvenir shop. <\/p>\n As an adult, Chen graduated from Parsons School of Design, worked at several creative agencies, founded the non-profit Asian Creative Foundation<\/a> and attended craft fairs, where she purchased artist-made goods and spotted a gap in the market when it came to a certain slice of self-expression.\u00a0<\/p>\n<\/p><\/div>\nShifting consumer behavior and a significant pain point<\/h2>\n
Never Have I Ever pulled in $3,000 to $5,000 per weekend<\/h2>\n
A business model allowing artists to monetize their work<\/h2>\n
Hitting $1.5 million in revenue and 120,000 units sold<\/h2>\n
Becoming the go-to brand in instant glam<\/h2>\n
Key Takeaways<\/h2>\n
\n