WHEN I WAS growing up in the mid-1980s, it seemed like every other commercial on TV hawked Lee Press-On Nails—at least during “Days of Our Lives.” Though the DIY, stick-on plastic nails promised “fun at your fingertips,” you couldn’t trust them to make it through the day—or even the junior-high dance. The box should have had a warning label: “Lee Press-Ons may pop off while you’re flirting with your crush. Could cause extreme embarrassment.”
Despite their questionable quality, I longed for a set. As a blossoming Black girly-girl, I wanted to look as grown-up and glamorous as brown-skinned divas like Florence Griffith Joyner and Tina Turner who were captivating the world with their power, talent and elongated acrylic manicures. I saw the faux talons as a way to emulate their style affordably, conveniently. While a set of Lees wouldn’t help me circumvent the awkwardness of adolescence, I could at least try to mimic the sublime red mani Diana Ross had worn for decades. Whether Ms. Ross wore a sequined gown or a sporty look, as in this 1973 photo (right), her crimson nails exuded unapologetic fabulousness.
Press-ons’ reputation for being cheap and undeniably tacky, together with changing nail trends, eventually caused them to fall out of favor. In the past year, however, with many nail salons shut or shunned by customers with safety concerns, interest in easy-to-use press-ons has rebounded. And they’ve come a long way since the ’80s. The array of colors, shapes and finishes is vast, and today’s more durable press-ons are less likely to pop off at an inopportune moment. Since the pandemic began, said Giovanna Coluccio, senior director of marketing for nail-care brand Dashing Diva, she’s seen a sharp spike in sales across all its product lines, press-ons included. She expects sales will triple in 2021.
Press-ons typically range from $9 for a drugstore set to $50 for handmade nails from an experienced artist (those embellished with designs could cost more). But even higher-end press-ons generally cost less than a salon visit.
Today’s brands cater to a variety of tastes. “You can find press-ons in short, natural styles that resemble your own nails or extended lengths with intricate designs,” said Brooklyn-based nail artist Aja Walton. While neutrals-focused lines like Static Nails and Lumee Nails (which offers custom sizing) cater to minimalists, nail-art lovers might gravitate toward edgier brands such as Rave Nailz, Impress and Marmalade. Those seeking singular styles can invest in a handcrafted set made by a nail tech, elaborate creations often sold via Instagram and Facebook shops. That business is booming. Gracie J, a New York nail artist and founder of @theeditorialnail on Instagram, reported that her clients began frantically requesting bespoke press-ons last March. Demand has grown so much she’s planning to launch a line of under-$35 ready-to-wear press-ons this spring.
