As more consumers reconsider the cost and frequency of high-priced salon manicures, the DIY nail category has seen rapid growth across TikTok, Amazon and at-home beauty communities. Beetles has become one of the most visible names in this space and is often a first choice for beginners or casual users looking for accessible gel polish with reliable results.
This broader shift toward simple and cost-effective nail routines is creating new opportunities for affordable beauty brands. At-home manicures are now a regular part of many shoppers' self-care habits, which has helped online-first brands build momentum beyond digital platforms.
