Beetles' Holiday Blitz: A Strategic Play in the DIY Beauty Boom

NEW YORK, NY – November 25, 2025 – As the holiday season approaches, the retail landscape braces for its annual surge. In the fiercely competitive beauty sector, one brand is making a particularly bold statement. Beetles Gel Polish, a company that has risen from a cult favorite to a major player since its 2017 founding, has unveiled an extensive collection of 58 holiday-themed gift sets. This is not merely a festive product launch; it is a meticulously calculated strategic maneuver aimed at capturing a significant share of a market undergoing a fundamental transformation.

With flagship offerings like the Merry Glitzmas Advent Calendar, the all-in-one Crystal Christmas Gel Nail Kit, and the portable Christmas Lash Cluster Gift Kit, Beetles is positioning itself at the intersection of several powerful consumer trends. The company’s holiday offensive provides a compelling case study in how brands can leverage the growing demand for do-it-yourself (DIY) solutions, experiential gifting, and emotional connection to drive growth.

The New Holiday Ritual: At-Home Beauty Takes Center Stage

The pandemic era accelerated a shift in consumer behavior that continues to reshape the beauty industry: the move from the salon to the living room. What began as a necessity has evolved into a preference for millions who now favor the convenience, cost-effectiveness, and creative freedom of at-home beauty treatments. This trend is not anecdotal; it's backed by powerful market data. The at-home gel nail kits market, valued at nearly $2 billion in 2024, is projected to soar to over $4.8 billion by 2035, growing at a compound annual rate of 8.58%.

Beetles' strategy directly taps into this burgeoning market. The Crystal Christmas Gel Nail Kit, for instance, is expressly designed for first-time users, including a full set of tools and a nail lamp. This effectively lowers the barrier to entry, transforming curiosity into capability. By providing an all-in-one solution, the brand is not just selling a product but onboarding new customers into the entire DIY ecosystem. This approach recognizes that today's consumers, particularly Millennials and Gen Z, are empowered by social media tutorials on platforms like TikTok and Instagram, where DIY nail art has become a dominant form of self-expression.

The rise of press-on nails, another segment where Beetles is active, further underscores this shift. This market is expected to surpass $1 billion by 2030, driven by its time efficiency and increasingly sophisticated designs. The appeal is clear: consumers can achieve salon-quality results on their own schedule and at a fraction of the price, turning what was once a professional service into a personal ritual.

A Calculated Play for Holiday Market Dominance

The holiday season represents the most critical sales period for consumer brands, and the beauty category is a top contender for gift-givers' dollars. With projections showing that a third of consumers plan to buy beauty gifts this year, with an average spend of $247, the stakes are incredibly high. Beetles' launch of 58 distinct sets is a strategic flood-the-zone tactic designed to meet a wide spectrum of consumer needs and price points.

This diverse portfolio moves beyond a one-size-fits-all approach. The Merry Glitzmas Advent Calendar targets the desire for surprise and a premium unboxing experience, a highly popular format that builds daily engagement throughout the holiday countdown. The Crystal Christmas kit appeals to the practical-minded novice, while the Christmas Lash Cluster kit caters to the beauty enthusiast seeking versatility and convenience. This segmentation demonstrates a nuanced understanding of the modern gift-giver, who is looking for presents that feel personal, thoughtful, and immediately useful.

Furthermore, the brand's emphasis on aesthetically pleasing, gift-ready packaging addresses a key purchasing factor. In a crowded market, presentation matters. By creating sets that are visually appealing and require no extra wrapping, Beetles aligns with the consumer trend toward seamless, stress-free shopping. This is amplified by a robust e-commerce strategy centered on platforms like Amazon, positioning the brand squarely where holiday shoppers are already browsing. With over half of holiday purchases expected to be made online, a strong digital presence is no longer optional—it's essential for market leadership.

Beyond Products: Gifting Connection and Experience

Perhaps the most sophisticated element of Beetles' strategy is its narrative focus on “Beauty as Connection.” This marketing angle elevates the products from simple cosmetics to facilitators of shared moments and heartfelt exchanges. In a post-pandemic world, there is a heightened consumer desire for meaningful interactions, and brands that tap into this sentiment can build far deeper loyalty. The press release frames the kits as something to be enjoyed at Christmas parties, during family gatherings, or as part of a Secret Santa exchange, transforming a solitary beauty routine into a communal activity.

This approach aligns with a broader trend toward experiential gifting. Rather than just giving an object, consumers are increasingly interested in giving an experience. The Merry Glitzmas Advent Calendar is a prime example, offering 24 days of small joys. Similarly, the Crystal Christmas kit, with its unique Christmas-tree display stand for finished press-on nails, turns the act of creation into a piece of festive décor—a tangible memory of a holiday moment. By marketing its products as tools for creating “luminous memories,” Beetles is selling an emotion, not just a color palette.

This emotional resonance is a powerful differentiator. While competitors also offer value sets and festive packaging, a brand narrative centered on connection and care can create a more durable competitive advantage. It speaks to the 'why' behind the gift, making the purchase feel more significant and aligned with the spirit of the season.

Reshaping the Beauty Landscape

The rise of DIY-focused brands like Beetles signals a permanent evolution in the beauty industry, not a fleeting trend. While the professional salon industry remains a vital sector, its relationship with the consumer is changing. Industry analysts note that the market is not a zero-sum game; rather, it's becoming more stratified. Many consumers are adopting a hybrid model, using at-home kits for regular maintenance and simple styles while reserving salon visits for more complex treatments, special occasions, or the desire for a professional pampering experience.

This forces salons to innovate and differentiate, emphasizing the unique value they provide: expert application, advanced techniques, and a high-touch, relaxing environment that cannot be replicated at home. Simultaneously, the success of accessible, high-quality DIY kits is expanding the overall market, bringing more people into the world of beauty care. As consumers become more educated and engaged with products and ingredients, the demand for quality and transparency rises across the board, benefiting both the DIY and professional sectors.

Beetles' aggressive holiday strategy is therefore more than just a seasonal sales push; it is emblematic of a larger strategic shift occurring across the business landscape. It showcases how a company can successfully align its product innovation, marketing, and distribution with deep-seated changes in consumer behavior to carve out a leadership position in a dynamic and ever-changing industry.