Build What Lasts · Honor What Matters
(1) Responsibility & Trust
Trust is not given by words - it's built by time.
We firmly believe that,
True beauty brands do not rely on short-term traffic, but on long-term trust building.
In the world of Beetles,
Responsibility is the root, and Trust is the flower.
These qualities allow us to maintain our warmth and direction amidst the fast pace of the industry.
1. The Philosophy of Long-Termism
- We do not pursue fleeting "Brightness", but rather enduring "Light".
Beetles chooses slow increase, deep growth, and genuine connections.
Because we understand that time is the gentlest amplifier.
- We believe in the power of "Compound Interest on Trust".
Trust is not gained through promises but earned through consistent actions.
We consistently deliver on our promises of quality, safety, communication, and support,
Allowing users to naturally build trust through repeated experiences.
- We pursue the "Beauty of Responsibility".
A sense of responsibility is the foundation of a brand.
From formula safety to supply chain transparency,
From environmental practices to educational empowerment,
We want to make "Do the Right Thing" a Beetles' habit, not just a slogan.
2. The Four Pillars of Trust
Integrity is not a strategy. It's a way of breathing.
- Product Integrity
Product Authenticity and Safety: The ingredients are transparent and comply with US/UK regulations and international standards.
- Ethical Practice
The Unity of Business and Ethics: No false advertising, no manipulation of public opinion, and no excessive marketing.
- User Empathy
User-Centric: Listen to users, rebuild trust, and grow together.
- Transparency
Openness and Honesty to the Outside World: Open data, traceable sources, and a culture of honest communication.
3. Trust Lifecycle Model：Awareness-Experience-Trust-Advocacy-Legacy
(2) Sustainable Beauty
Beauty should never come at the cost of the world that inspires it.
The beauty advocated by Beetles is not merely visual pleasure,
But an aesthetic of coexisting with the earth, humanity, and time.
We call it "Sustainable Beauty".
1. Three Dimensions of Sustainable Beauty
Sustainability starts with the product, but it lives in the heart.
- Environmental Sustainability
Use recyclable materials, reduce plastic waste, and opt for environmentally friendly packaging.
- Human Sustainability
Establish a fair cooperation mechanism and respect employee growth and mental health.
- Emotional Sustainability
Advocating a slow pace and mindfulness aesthetics, and opposing consumer anxiety culture.
2. Environmental Practice
FIELD |
EXECUTION STRATEGY |
TARGET |
|
Packaging |
Comply with EU EPR regulations. |
Achieve 100% environmentally friendly packaging by 2023. |
|
Production |
Energy-Saving Lighting System × Factory Wastewater Recycling. |
Reduce carbon emissions by 25%. |
|
Formulation |
|
Achieving comprehensive safety, environmental protection, and leaping bunny certification. |
|
Logistics |
Precise Inventory Management × Smart Warehousing. |
Reduce transportation waste. |
3. Human & Cultural Practice
We believe that sustainable beauty is not only about the planet,
But also about people.
Beetles respects every participant,
Whether she is a research and development engineer, a packaging designer, or a user.
Core Principles of Beetles:
- Provide a healthy work rhythm and psychological support.
- Establish a cross-cultural equal cooperation system.
- Supporting female creators and independent artists.
- Connecting global Nail Lovers culture through co-creation.
We don't just make products for people - we build a world with them.
4. Emotional Sustainability
Slow is the new glow.
- Slow Beauty
In a world that strives for speed, we choose slowness.
Slowness is not about inefficiency, but rather a rhythm of deep thinking and gentle action.
- Mindful Consumption
We encourage users to:
Buy less, use it longer, and experience more.
Make every purchase a conscious choice.
- Emotional Healing
Through products, scents, tutorials, and content,
We help users balance their emotions and release stress during the creative process.
(3) The Ethics of Growth
Not all growth is progress.
Only mindful growth lasts.
Beetles' growth philosophy is a combination of rationality and goodwill.
We don't prioritize scale as our sole objective,
But rather balance user well-being, brand authenticity, and team growth rate.
1. Ethical Compass
Do things that age well.
DIMENSION |
PRINCIPLE |
ILLUSTRATE |
| Integrity | Not sacrificing trust for personal gain. | No pretense, no manipulation, no exaggeration. |
| Respect | Respect for users, employees, and partners. | Embracing diverse cultures and aesthetics. |
| Transparency | Information is authentic and traceable. | Reject vague expressions and data embellishment. |
| Empathy | Make decisions from the perspective of others. | Building understanding through feedback. |
| Longevity | Prioritize long-term value. | Decisions are made based on a 5-10 year perspective. |
2. The Long-Term Brand Loop
Each stage is built upon the foundation of the previous stage.
Forming the Beetles brand's time-based compounding mechanism.
3. Beetles 2030 Sustainability Commitments
We don't aim to be the biggest.
We aim to be the most trusted.
TARGET AREA |
COMMITTED GOALS |
TIMELINE |
| Environment | The entire product line features environmentally friendly packaging, cruelty-free certification, and a non-irritating formula. | 2026-2030 |
| Education | Launch of the global "Mindful Nail Academy" program. | 2027 |
| Culture | Establish 10+ international co-creation communities. | 2028 |
| Impact | Sponsor 100 women’s creative projects annually. | Continuous |
| Governance | Establish an internal sustainability assessment system. | Completed in 2026 |
At Beetles,
Sustainability is not a trend, but a continuation of a belief.
We believe that a brand's value is not in its growth curve.
But what truly matters is that, as time passes,
It is still remembered, trusted, and cherished by people.
With responsibility as our root, trust as our flower, and time as our soil,
We make beauty a gentle force that can be passed down from generation to generation.
Build what lasts.
Honor what matters.
Always Nails, Always Beetles.
