SinfulColors is getting in on the at-home ‘gel’ mani craze started by Sally Hansen in 2013 with a two-step collection that includes 27 colors to be used along with a top coat. Called SinfulColors SinfulShine, the line is now offered at Walmart and Rite Aid, and will be part of mass retailers’ resets in 2016, including Walgreens. Items will sell for $2.99, keeping in line with SinfulColors’ value positioning and also making it the only value-priced, two-step gel-like polish on the market. Other gel-like brands in mass include Wet ‘n Wild’s one-step Megalast, Revlon’s ColorStay Gel Envy and L’Oréal’s Extraordinaire Gel-Lacque 1-2-3 3-step nail system.

Revlon, which owns SinfulColors, said the launch fills a gap in the market about the launch.

“At home gel-like polish is the biggest growth driver in the mass nail segment, and we are really excited to bring this technology at an accessible price for everyone and with the color range and quality that we are recognized for,” said Blake Decker, SinfulColors Marketing Head.