What Beetles Gel Polish does

Beetles Gel Polish is a U.S.-based nail beauty brand founded in 2017 and headquartered in Piscataway, New Jersey, that manufactures and distributes a broad portfolio of gel nail polish and related nail care products. The company's core offering centers on gel polish formulations cured under UV/LED lamps, spanning over 1,000 colors across twelve color families and nine finishes including cat eye, jelly, glitter, metallic, pearl, neon, pastel, shimmer, and dark. The product ecosystem extends beyond polish to builder gels, 3D sculpting gels, nail art liquids, pre-etched tips, press-on nails, dip powder kits, UV/LED lamps, brushes, top and base coats, and decorative accessories, supplemented by specialty sub-brands including Beetles Pro for professional salon use and Stay Shining for durability-focused formulas. Notable formulation investments include HEMA-free and TPO-free lines designed for users with chemical sensitivities.

The company operates a multi-channel go-to-market model spanning seven distribution channels: its own Shopify-powered e-commerce site (beetlesgel.com), Amazon (where it holds the #1 selling gel nail polish brand position), TikTok Shop, Target and Walmart physical retail, third-party distributors including SHEIN, and emerging experiential activations such as the 'Taste of Spring' immersive event at Maison Welles in New York City. Pricing is unit-based across single bottles ($11.99–$16.99), multi-color sets ($19.99–$149.99), and all-in-one starter kits ($59.99–$179), with free shipping at $79+, BNPL via Afterpay/Klarna/Affirm, and a 10% first-purchase discount via email signup. Customer segments span DIY nail enthusiasts (primary), professional nail technicians, beginners, and gift buyers. Marketing relies on organic social content across Instagram, TikTok, Facebook, Pinterest, and YouTube, influencer/athlete collaborations (notably Jerzy Robinson), and seasonal merchandising tied to events such as Independence Day and Spring collections.

The business model is a vertically-focused consumer brand that appears to outsource manufacturing and leverages marketplace distribution for scale, achieving cumulative shipments of 1.1+ billion pieces and a user base of 18+ million across 30+ countries with only 11–50 employees. The company is privately held with no disclosed funding rounds, parent entity, or institutional investors, and generates revenue primarily through one-time product sales across D2C, marketplace, and retail channels. Recent strategic priorities include sustainability (the TerraCycle-backed 'Beetles Loves Earth' recycling program with 100 U.S. drop-off points), formulation safety (HEMA-free and TPO-free lines), and omnichannel brand-building through experiential marketing and mass retail expansion.

Name

Beetles Gel Polish

Legal name

Beetles Gel Polish

Website

https://beetlesgel.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Beetles Gel Polish is a U.S. nail beauty brand founded in 2017 that manufactures and distributes gel nail polishes and related nail care products across 1,000+ colors and multiple formulations (HEMA-free, TPO-free, builder gel). The brand serves DIY nail enthusiasts and professional nail technicians through seven distribution channels including Amazon, Target, Walmart, and TikTok Shop.

Ownership category

akta.pro rank

Product category

Nail Care Products

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)

akta.pro secondary industry

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE)

Keywords

• Gel nail polish
• DIY nail care
• Nail starter kits
• Nail art products
• Builder gel systems

Headquarters

HQ city

Piscataway

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer sales through the official website beetlesgel.com, offering individual gel polishes, curated sets, starter kits, and nail care accessories. Products range from single bottles to comprehensive 100+ color collections.
2. Marketplace Sales: Sales through major online marketplaces including Amazon (where brand is #1 selling gel nail polish), TikTok Shop, and third-party retailer platforms.
3. Retail Distribution: Physical retail distribution through major chains including Target and Walmart, with products available in stores and through retailer websites.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

Beetles Gel Polish manufactures and sells a broad range of gel nail polish products including single bottles, multi-color sets, all-in-one starter kits, builder gels, nail lamps, nail art tools, extensions, and press-on nails under its own brand and the Beetles Pro sub-brand. The company distributes these products directly through its own e-commerce site and via major retailers such as Amazon, Target, Walmart, and TikTok Shop. It also offers specialty formulations such as HEMA-Free and TPO-Free gels and seasonal themed color collections targeted at DIY nail enthusiasts and professional nail technicians.

Product overview

Beetles Gel Polish is a US-based nail beauty company founded in 2017 offering a comprehensive DIY nail care product portfolio. The company operates a multi-product ecosystem centered on gel nail polishes available in single bottles and curated sets (6, 20, 32, 36, 55, and 100+ color options), supported by essential nail care categories including builder gels, 3D sculpting gels, nail art liquids, nail tips, extensions, brushes, lamps, and decorations. The portfolio includes professional-grade sub-brands like Beetles Pro for salon use and specialty series such as Stay Shining. Key product features include HEMA-Free and TPO-Free formulations for sensitive users, various finishes (cat eye, glitter, jelly, neon, pastel, metallic), and multiple application methods (gel polish, dip powder, press-ons, extensions). Products are distributed through the official website, Amazon, Target, TikTok Shop, and other trusted channels, with over 1.1 billion pieces sold and positioning as the No.1 selling gel nail polish brand on Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Beetles Pro: Premium quality professional-grade product line for salon manicure.
• Beetles Loves Earth

Quantifiable outcome

• 18+ million users worldwide
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

One partnership is on record.

• TerraCyclecoreStrategic or Co-development Partner · 11 June 2026Beetles Gel Polish launched the 'Beetles Loves Earth' recycling program in partnership with TerraCycle to address waste from empty nail polish and gel polish bottles. The program accepts bottles from any brand and processes them into raw materials for construction products. Currently operating 100 drop-off points across the U.S. with expansion planned, and future mail-in options for rural areas. Tiered rewards offered to participants returning empties, with a first-phase goal of collecting 50,000 bottles.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• OPI: OPI is a leading global professional nail polish brand (under Wella) with a strong gel polish line (GelColor/Infinite Shine) widely used in salons. Comparable to Beetles because both compete in the gel polish color category, but OPI is the dominant salon/professional incumbent versus Beetles' DIY/Amazon-led positioning.
• Essie: Essie is a mass-market nail color brand under L'Oréal with a broad gel-like product line sold through drugstores, mass retail, and salons. Comparable because it competes in the consumer nail color category with broad retail distribution similar to Beetles' Target/Walmart presence.
• CND (Creative Nail Design): CND is a professional nail brand known for Shellac gel polish and Vinylux, widely used in salons. Comparable to Beetles because both sell gel polish systems with base/top coat architectures, though CND is salon-led and Beetles is DIY/Amazon-led.
• Sally Hansen: Sally Hansen is a mass-market nail care brand offering Miracle Gel (gel-like polish without UV) and a wide range of treatments, tips, and tools sold through drugstores and mass retail. Comparable to Beetles' mass nail care breadth and retail distribution through Target/Walmart.
• KISS Products: KISS is a leading mass-market brand of press-on nails, glue-on nails, and related nail care products distributed widely through drug, mass, and grocery retail. Comparable to Beetles' press-on and nail tip product lines and Target/Walmart shelf presence, though KISS is the incumbent in press-ons.

Direct peers

• Gelish (Hand & Nail Harmony): Gelish is a direct gel nail polish competitor with professional salon and at-home lines, including soak-off gel systems. Highly comparable to Beetles because both target the gel polish user with multi-finish color ranges and starter/kit products.
• Modelones: Modelones is a DTC and Amazon-focused gel nail polish brand offering extensive color sets, starter kits, and builder gels. Direct peer to Beetles because both compete head-to-head on Amazon in gel polish, with similar kit-based value pricing and DIY positioning.
• Madam Glam: Madam Glam is a gel nail polish brand emphasizing vegan, HEMA-free, and cruelty-free formulations sold direct and via Amazon. Comparable to Beetles because it competes in the same gel polish category with similar safety/clean-ingredient positioning and starter-kit GTM.

Emerging players

• Olive & June: Olive & June is a digitally native nail care brand offering at-home manicure systems (polish, tools, press-ons) with a strong community-led marketing model. Comparable to Beetles' DIY positioning and seasonal color drop strategy, though more premium-priced and broader category.

Regional players

• Mylee: Mylee is a UK-based gel nail polish brand offering gel polishes, lamps, and starter kits primarily to European DIY consumers. Comparable to Beetles because both target DIY gel users with kit-based value propositions, but Mylee focuses on the UK/European market versus Beetles' U.S. anchor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/GelBeetles
• YouTubeyoutube.com/channel/UCj5OqSgDlguHF4xOiq8lkLg
• Facebookfacebook.com/beetlesgelpolishofficial
• Instagraminstagram.com/beetlesgelpolish
• TikToktiktok.com/@beetlesgelpolishofficial
• Pinterestpinterest.com/beetlesgelpolishofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beetles Gel Polish