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.
Inside Beetles' Walmart Launch: Packaging, Hero Kits and Bestsellers
Beetles' Stay Shining Collection is now available in 650 Walmart stores and on Walmart's online site. This marks the brand's first major step into mass retail. The collection arrives with retail-exclusive packaging that was designed specifically for offline shoppers. The new presentation helps first-time gel users identify formulas, shades and complete kits more easily.
One of the central offerings is a multi-shade manicure kit that includes gels, top coats and essential tools for at-home use. The assortment also features several six-color sets grouped by tone and season. Beetles has also included its widely used base and top coat products, which are frequently mentioned by beauty editors who cover nail trends. These items appear alongside the new packaging tailored for Walmart stores.
What Beetles' Retail Shift Signals for the Beauty Market
Beetles' expansion from online platforms to Walmart shelves reflects a broader pattern across the beauty industry. Mass retailers continue to increase the space dedicated to accessible at-home products as shoppers look for alternatives to traditional salon services. For online-first labels, a presence in Walmart provides scale, visibility and access to new shopper segments.
Looking ahead to 2026, Beetles plans to significantly broaden its physical presence. The brand aims to reach 3,000 Walmart stores, 1,500 Target locations and 1,000 Macy's stores across the United States. These plans illustrate the growing interest major retailers have in the DIY beauty category and mirror a wider trend of online-born brands using physical retail to reach broader audiences.
Where Shoppers Can Find the Stay Shining Collection
The full Beetles Walmart assortment is now available in select stores across the United States and on Walmart.com.
Shoppers can also browse the Stay Shining lineup, check local availability and use Walmart's store finder through Beetles' official page.
What Comes Next for Beetles
DIY nails continue to gain traction as a mainstream beauty habit. Beetles' Walmart debut introduces the brand to new shoppers and increases its visibility offline. As mass retailers continue to strengthen their beauty and self-care assortments, Beetles' long-term retail strategy positions the brand to participate more fully in the growing at-home manicure market.
