Digi's Co-founder Speaks Out on 5-minute Manis, Gen Alpha, Ulta Beauty Expansion & More

Digi Beauty, from the founders of Glamnetic, is bringing 5-minute press-on manicures to Gen Z and Gen Alpha, exclusively at 450 Ulta Beauty stores.
Digi Beauty, from the founders of Glamnetic, is bringing 5-minute press-on manicures to Gen Z and Gen Alpha, exclusively at 450 Ulta Beauty stores.
Digi Beauty

Designs include opaque and semi-translucent finishes, including chrome, metallic and glazed effects.Designs include opaque and semi-translucent finishes, including chrome, metallic and glazed effects.Digi BeautyDigi Beauty, from the founders of Glamnetic, is bringing 5-minute press-on manicures to Gen Z and Gen Alpha, exclusively at 450 Ulta Beauty stores.

Each set ($10.99) features 24 nails molded to hug the nails and cured with a UV finish for durability and shine.

Designs include opaque and semi-translucent finishes, including chrome, metallic and glazed effects.

Among the 18 designs are It’s Fire, Lava Lamp, Pastel Pop and On Your Mark.

Shape variants include almomnd, short coffin and oval, and more.

The nails are affixed with Digi's Clingy Brush-On Nail Glue ($6.99), supporting as much as 14 days of wear per application.

The nails comprise ABS plastic, while the packaging's clear PET tray comprises PCR material.

Kevin Gould, co-founder of the brand, took some time to speak to Global Cosmetic Industry and BeautyLaunchpad about Gen Alpha, the nail category, growing a brand and more.

Each set ($10.99) features 24 nails molded to hug the nails and cured with a UV finish for durability and shine.Each set ($10.99) features 24 nails molded to hug the nails and cured with a UV finish for durability and shine.Digi BeautyHow are Gen Z and Alpha engaging with the nail category?

Gould: Around 18 months ago we started to see an influx in Gen Alpha and younger Gen Z consumers engaging with Glamnetic and asking about us in stores even though that was not our target market as Glamnetic skews a bit more upper Gen Z and millennial.

A lot of the interest and discovery was coming from TikTok. When we did more research we realized there was not a single brand in the market who caters primarily to this demographic. We know this audience loves to experiment and Digi’s designs are bold, fun, playful, and colorful.

What insights were gained via the launch/growth of the Glamnetic brand that helped shape Digi?

Gould: When Glamnetic launched press-ons over three years ago, we noticed a significant consumer shift from salon services to DIY nails. We believe we’re still in the early stages of this transition, and the press-on market will continue to grow as more customers discover the convenience and versatility of press-ons in the coming years.

What’s particularly fascinating with DIGI Beauty is the behavior of younger consumers. Many of them have never even been to a salon—their first experience with nails is DIY, and for them, it’s the only type of nail care they know. This marks a fundamental shift in how this new generation approaches nail beauty.

What made Ulta an ideal retail partner for the launch?

Gould: When developing the concept for DIGI Beauty, we saw a clear opportunity for an affordably priced Gen Alpha- and Gen Z-focused brand. We knew Ulta would be the ideal partner due to (a) our strong working relationship and their expertise in the nail category, and (b) the natural alignment between Ulta’s audience and DIGI Beauty’s target demographic.


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