Beetles Gel Polish (beetlesgel.com) is an online-first beauty brand founded in 2017 that specializes in gel nail polish and at-home manicure supplies. Built around the idea that professional salon results should not require a salon price tag or a salon appointment, Beetles has grown from a digital startup into one of the most recognized names in the consumer gel nail category — holding the #1 best-selling gel nail polish position on Amazon and announcing a brick-and-mortar retail expansion in late 2025 that targets at least 3,000 Walmart stores, 1,500 Target locations, and 1,000 Macy's stores across the United States by 2026.

The Origin Story

Beetles was founded on a straightforward observation: the cost of a stylish nail appointment at a professional salon is often far beyond what everyday budgets allow, and yet the desire to have beautiful, well-kept nails is nearly universal. The founders set out to answer the question that salon-focused nail brands had largely ignored — what if a person could achieve the same result at home, on their own schedule, with products that are genuinely affordable? The answer became Beetles. The brand developed a fast-response production system designed to keep up with fast fashion's pace, releasing new colors and collections for every season, every holiday, and every occasion throughout the year. The result is a catalog that has grown to over 1,000 colors, updated continuously, so that buyers always have access to whatever is trending at the moment they want it.

Products — A Complete At-Home Gel Manicure System

Beetles is not a single-product brand. It is a complete nail care system designed to take a buyer from zero experience to a finished gel manicure at home without needing to source products from multiple suppliers. The core product range covers every step of the gel manicure process:

Gel Polish Colors — the catalog spans 1,000+ shades organized into seasonal collections and themed sets. Color bundles (typically 6 shades per set) are one of Beetles' most popular purchase formats, offering a curated palette at better per-bottle pricing than individual purchases. Collections are released regularly for spring, summer, fall, winter, and specific holidays. The 2026 Summer Voyage collection — featuring coastal-inspired shades designed for travel, heat, and long-wear use — is the brand's latest seasonal launch, with curated sets including Sunstripe and Summer Specials.

Starter Kits — Beetles' starter kits bundle everything a first-time gel manicure buyer needs into a single purchase: a UV/LED curing lamp, base coat, top coat, a selection of gel polish colors, and basic nail tools. These kits have become many buyers' introduction to at-home gel manicures, and Beetles explicitly designed them to remove the friction of figuring out which products to pair together.

Base and Top Coats — the Crystal Shield Base and Top Coat Set is Beetles' best-selling individual product, offering up to 28 days of wear and a scratch-resistant gel shield with a salon-quality formula. The top coat is compatible with all major brands of soak-off gel polish, making it a practical addition even for buyers who use multiple brands.

UV/LED Lamps — Beetles manufactures its own curing lamps designed to work with its gel formula, sold separately and as part of starter kit bundles.

Gel X Nail Extensions — Beetles' gel extension system applies full nail tips with gel adhesive rather than acrylic, making professional-length nail extensions achievable at home without the filing, dust, and skill requirement of traditional acrylic systems. This product line has earned particularly strong reviews from buyers who find it easier to manage than acrylic extensions.

Nail Art Supplies — the catalog includes gel art liners, nail stickers, nail foils, builder gel, poly gel nail kits, and specialty finishes including glitter gels, holographic gels, and chrome powders for buyers who want creative nail art beyond solid colors.

Cruelty-Free and Vegan

Beetles is a certified cruelty-free brand — its products are not tested on animals — and the formulas are vegan-friendly. These certifications are increasingly important purchasing criteria for the core demographic of beauty consumers that Beetles serves, and the brand makes them a visible part of its positioning.

Retail Expansion — From Amazon to Walmart, Target, and Macy's

In November 2025, Beetles announced the launch of its Stay Shining Collection at Walmart stores nationwide, marking its first major move from pure online retail into physical retail. The Stay Shining Collection features retail-exclusive packaging with a lifestyle-driven aesthetic and includes the Beetles Cozy Elegance 12-Color Mani Studio Kit as the hero product — a complete set with 12 gel shades, both glossy and matte top coats, a compact LED lamp, and essential nail tools. The retail expansion is targeted to reach at least 3,000 Walmart stores, 1,500 Target locations, and 1,000 Macy's stores across the US through 2026, making Beetles progressively available for in-store purchase alongside its established online presence.

Savings and Discount Programs

Beetles runs an active promotions program with coupon codes available throughout the year. New customers who sign up for the Beetles email newsletter typically receive 30% off their first order — the highest standard welcome discount the brand offers. A referral program gives buyers up to 20% off when referring a friend. Beetles also offers bulk savings for professional nail technicians, with 80 colors available starting at $99 — a pricing tier specifically designed for salon professionals and nail educators who need large color inventories. Free shipping applies to all orders over $35 within the US. All currently verified Beetles coupon codes are listed on this page and updated regularly.

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