by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
It all started in 1989, selling nail kits door-to-door. By 1992, the Kiss brand launched at Walgreens stores across the U.S. Today, Kristin Giarrusso, global marketing director, nail category at Kiss, says the brand is sold in over 100 countries and is the trusted leader in nails and lashes because they deliver on quality and innovation.
The global nail care products market was estimated at USD 23.6 billion in 2024, according to Global Market Insights. The market is expected to grow from USD 24.7 billion in 2025 to USD 38.9 billion in 2034, at a CAGR of 5.2%.
A quick search on the Kiss website shows 543 press-on nail varieties to choose from. Giarrusso says that there are many different shapes and lengths available, as Kiss is known for offering a variety of designs and styles. “There are the classics, like your French tips and neutrals, but we also have stand-out products that deliver on-trend designs featuring magnetic effects and 3D elements like big stones, rhinestones, and jewels.”
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In 2012, the company branched out into no-glue manicures with their imPress line. “With our patented Super Hold adhesive technology, you could get this perfect, beautiful manicure that looked just like a salon gel mani at a fraction of the cost, without the need for glue.” Giarrusso went on to say, “ImPress revolutionized nails. It’s been a success story and has just kept growing and growing.”
Kiss’s lash products are also a hit with their customers. Global Market Insights values the lash extension market size at around USD 1.1 billion in 2023 and indicates it is estimated to register a CAGR of over 7.5% between 2024 and 2032.
Meagan Betke, senior marketing manager, lash category, at Kiss, said the company has introduced new technology, application techniques, and trending lash styles over the last few years. Adding to their traditional strip lashes, in 2020 they introduced their Falscara brand which is an under-lash application.
“Falscara was the first mass market lash extension kit to give consumers the power to achieve an at-home lash extension look. Through under-lash application, Falscara empowered users to achieve a seamless and natural effect, which we have continued to build on with new styles and long-wear bonds. Our most recent launch of Falscara Studio allows anyone to be their own lash artist.” Betke said the product went viral thanks to big influencers and Kiss even created a Falscara song to promote it on social media.
Following in the footsteps of the imPress Press-On Nails, Kiss launched imPress Press-On Falsies, a no glue lash option in 2023. “Our product development team was inspired by the success of imPress Nails and recognized the consumer demand for no glue applications. imPress Falsies allow consumers to achieve a natural lash effect, thanks to under-lash application and patented, pre-glued technology. Since the launch in 2023, we’ve expanded our offering to include many new lash styles, as well as 5-day long wear — all without needing to apply an adhesive.”
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Kiss products are sold at mass, dollar, specialty and chain drug stores, as well as on Amazon and their D-to-C sites, kissusa.com and impressbeauty.com. The company uses organic and paid social media influencers to reach consumers and have done special events such as a pop-up shop in New York City.
“We are a consumer-centric company. We are constantly listening to the consumer and are doing research, such as focus groups, to see what consumers want — nail designs, colors, shapes, lengths, nail fit, and even wear time,” Giarrusso said. “When we do the influencer campaigns, there’s a lot of feedback within the comments and that’s where we can really pick out what people want. Consumers on social media tell you anything, which helps us create the products they really want.”
It’s important to give back in ways that are authentic and a fit for the company, Betke said. In the past, partnerships have included the Trevor Project, Breast Cancer Awareness, and Project Red, among others.
Betke said there are new items planned in both the Kiss and imPress lines. She’s excited for line extensions coming out in mid-2025 and even more excited for new products coming in 2026. Giarrusso shared there is also exciting nail innovations coming in 2025 and 2026. “We launch a lot of new seasonal designs throughout the year, so there will be constant support with new trends and colors. We have our collaboration with “Wicked” this year on both nail and lash. So, leading up to the second movie, you’re going to see a few different waves of new limited-edition collections. Kiss is always looking for ways to excite consumers and stay on top of trending pop culture moments.”