In just under a decade, Beetles Gel Polish has climbed to the top of Amazon and TikTok Shop's best-seller rankings.
What started in 2017 as an attempt to make salon-grade nail art accessible has grown into a community of over 18 million users in more than 30 countries. The brand also has a physical presence in North American stores, including Walmart, Target, and CVS.
Building on that track record, Beetles brought two new milestones to Cosmoprof North America this week, the nail and beauty industry's defining annual trade event, held July 13 through 15 at the Mandalay Bay Convention Center in Las Vegas.
One of Beetles' signature moments at this year's show was its first official collaboration with the globally recognized authority on color, Pantone. The partnership marks the brand's evolution from a marketplace leader to a color tastemaker.
The collection born out of this partnership, named Nail Glow, is built around the theme of Healing. The palette moves from warm earth tones through soft pinks to cream neutrals, offering restorative shades such as Medative State, Quiet Cocoon, and Stolen Moment, designed to nudge users toward wellness and self-care. Meditative State is the collection's designated hero shade.
Partnering with the industry's leading authority on color made clear how Beetles wants to be perceived as a brand, and where it intends to go next.
The second milestone Beetles hit at Cosmoprof this year was the launch of its first professional nail system, built for nail technicians and salon studios.
The new line includes the Pro Studio Master Kit, a complete professional starter kit; the Pro Color Gel, featuring studio-grade pigment and finish; a HEMA-Free Builder Gel for sensitivity-conscious professionals; the Tipex Nail Tip Syste and the Pro Builder System for more advanced extensions and overlays.
The Pro line spans more than 500 SKUs, all of which Beetles displayed at the show alongside the complete Nail Glow collection. Its booth also featured live nail art demonstrations by professional nail artists, KOL appearances, and hands-on product sampling throughout the three-day run.
What makes Beetles' appearance at Cosmoprof worth watching is the direction these two milestones point to. For a brand that built its dominance through Amazon and TikTok Shop, forming a partnership with Pantone and launching a system built for industry professionals marks a deliberate step beyond the marketplace playbook that built it.
Both lines will be available through Beetles' website and its retail partners in the weeks ahead, giving everyday users and nail professionals their first chance to shop the products beyond the show floor. For a brand that built its 18-million-strong fanbase one Amazon review and TikTok video at a time, this marks an important turning point worth watching closely.
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