Quick access: The Piqki Story · 3 Pitch Angles · Pitch Template · One-Pager · Samples Pitch · Timeline · Follow-Up Scripts
3-sentence hook:
Piqki is a premium DTC press-on nail brand launching May 2026, built for people who have tried drugstore press-ons and been disappointed. The brand solves the two biggest complaints in the category — poor fit and short wear time — through a proprietary sizing system and a glue engineered to last 10+ days. With the global press-on market projected to exceed 700 million sets sold in 2025 and salon costs continuing to rise, Piqki enters a category experiencing its second major wave of innovation.
What makes this newsworthy:
Best for: Beauty trade publications, Business of Fashion, Beauty Independent
The angle: Piqki enters the press-on market at a moment of category maturation. The brand is positioned as the premium option for consumers who have outgrown drugstore sets but don't want salon dependency.
Sample subject line (47 chars):
Pitch email (187 words):
Hi [Editor],
The press-on nail category is having a moment. Global sales are projected to exceed 700 million sets in 2025, and the Business of Fashion recently called out "manicure inflation" as a key driver — consumers are looking for salon quality without the $60+ appointment.
Piqki is a new DTC brand launching May 2026 that sits at the premium end of this market. We engineered our own glue formulation after testing dozens of alternatives — most fall short because the adhesive is an afterthought. Ours holds for 10+ days. We also built a sizing system that accounts for variation most brands ignore.
I'd love to tell you more about the brand and share samples when we're ready. Is there room for a story on the premium press-on wave, or would a founder profile fit your editorial calendar?
Best,
Gin
gin@piqki.com
Best for: Allure, Byrdie, Who What Wear, consumer lifestyle
The angle: Press-on nails have a fit problem. Most brands offer 10-12 sizes. Piqki built a system that addresses the real variation in nail beds — and the result is a product that actually stays on.
Sample subject line (42 chars):
Pitch email (193 words):
Hi [Editor],
Your January 2026 roundup of press-on nails was the last article I read before starting Piqki. That's telling me you're paying attention to this category.
Here's the problem we saw: most press-on brands treat fit as a one-size-fits-most proposition. You get 10-12 sizes, you pick the closest match, and you hope for the best. We've all had press-ons pop off mid-day. That's not a user error — that's a product design failure.
Piqki built a sizing approach that accounts for actual variation in nail bed shape and width. We also engineered our own glue after testing dozens of formulations. The result is a product that holds for 10+ days without the premature lifting that frustrates most users.
We're launching in May 2026 and I'd love to send you a set for review. Is there space in your editorial calendar for a first look?
Best,
Gin
gin@piqki.com
Best for: LA-based publications, local business sections, LA Times
The angle: A LA-based founder is building a beauty brand from the ground up in a category experiencing rapid growth. This is a founder-of-color narrative with local roots.
Sample subject line (38 chars):
Pitch email (178 words):
Hi [Editor],
I'm Gin, a LA-based founder launching Piqki — a premium press-on nail brand — in May 2026.
The press-on category is growing fast, but most products are designed for the mass market. I saw an opportunity to build something for people like me: people who want quality, who care about fit, and who are tired of treating press-ons as a compromise.
Piqki is designed and headquartered in LA. I built the sizing system after months of testing with real customers, and we engineered our own glue because nothing on the market performed well enough for our standards.
I'd love to share the story behind the brand and put you on the list for samples. Any interest in a local founder feature?
Best,
Gin
gin@piqki.com
Customizable base template Gin can adapt:
Hi [Editor name],
[Option A — Reference their work:]
I read your piece on [specific article topic] and appreciated your take on [specific angle they raised]. That's what drew me to reach out.
[Option B — Direct pitch:]
I'm Gin, founder of Piqki, a premium press-on nail brand launching [launch date].
Here's why this matters now: [1-2 sentences on market timing or category trend — see Angle A for inspiration]
Piqki differs from existing options because: [1-2 sentences on differentiation — fit, glue, sizing, formulation]
I'd love to [share more context / send samples / explore a story opportunity]. Would you be open to a conversation?
Best,
Gin
gin@piqki.com
[Instagram link]
[Website link]
Press-ready brand brief (attach to pitch emails or include inline)
About the Brand
Piqki is a premium DTC press-on nail brand for people with high standards and low patience for compromise. We make nails that fit, stay on, and look good — without the salon appointment.
Launch Date: May 2026
Founder: Gin
Headquarters: Los Angeles, CA
Tagline: Press-on and press on.
Philosophy: High standards. Low maintenance.
Product Highlights
Market Context
Why This Story Works Now
The press-on category is experiencing its second major wave. First wave = drugstore, disposable, compromise. Second wave = premium, engineered, legitimate. Piqki enters at the right moment — journalists are already covering this shift.
Imagery Notes
Contact
Gin | gin@piqki.com | @piqki (Instagram/TikTok)
Different from story pitch — shorter, warmer, no agenda
This is for editors you want to try the product without committing to coverage.
Sample subject line (32 chars):
Email (89 words):
Hi [Editor],
Hope you're well. I'm Gin, founder of Piqki — a new premium press-on nail brand launching in May.
No pitch today. Just wanted to send you a set to try. We spent months on the glue formulation because we kept having press-ons pop off in our own lives. Turns out that's a common complaint. We fixed it.
If you like them, great. If not, I'd still love to know why. We're still refining.
Best,
Gin
gin@piqki.com
| Timing | Action | Target | Why |
|---|---|---|---|
| 8 weeks pre-launch (March 2026) | Pitch for exclusive | Beauty Independent, Business of Fashion | Trade press builds credibility before consumer pitches |
| 6 weeks pre-launch (Mid-March 2026) | Submit to Fashionista brand form | Fashionista | Their formal process — no personal contact |
| 4 weeks pre-launch (April 2026) | Pitch consumer editorial | Allure, Byrdie, Who What Wear, Cosmopolitan | Standard editorial lead time for digital |
| 4 weeks pre-launch (April 2026) | Send product samples | All editors above | 6-8 weeks = industry standard for testing |
| 2 weeks pre-launch (Mid-April 2026) | Follow up on outstanding pitches | All above | First follow-up |
| 1 week pre-launch (Late April 2026) | Final follow-up | All above | Last push before launch |
| Launch week (May 2026) | Embargo lifts | Any outlets with pending coverage | Coordinate timing with editors |
| Launch day (May 2026) | Publish and celebrate | — | — |
| Post-launch (May-June 2026) | Monitor coverage, thank editors | — | Respond to any queries, share on social |
Subject (21 chars):
Email (67 words):
Hi [Editor],
Just following up on my earlier note about Piqki. No pressure — I know how busy this time of year is.
If the timing isn't right for a story, I'd still be happy to send samples for your consideration. Either way, thanks for reading.
Best,
Gin
gin@piqki.com
Subject (27 chars):
Email (62 words):
Hi [Editor],
This is my last follow-up on Piqki. We're launching May [exact date] and I'd love to have you in the loop.
If coverage isn't in the cards, I understand. If you ever want to chat about the category or try product down the line, always welcome.
Best,
Gin
gin@piqki.com
Sources consulted: