Mini Make-Up Toys Tap Gen Alpha’s Luxury Beauty Obsession
Published 08 October 2024
Made in collaboration with US drugstore chain Ulta Beauty, the latest range of collectibles from Hong Kong-based manufacturer Zuru Toys’ Mini Brands sees cult-status beauty products recreated in miniature form. American brands that have received the miniature treatment include Truly, Redken and Tarte.
Available in the US online and in Ulta stores, each capsule contains five tiny replicas of products sold at Ulta Beauty, with 68 miniatures in total to collect. This encourages multiple purchases – particularly as collectors are encouraged to find the ultra-rare frozen moment minis, that see nail polish applicators and body butter frozen in time. The toys even feature intricate functional copycat packaging – styling tools by Drybar are housed in miniature boxes complete with plastic moulding, while a NYX eyeliner pen can be unboxed and the lid removed.
The popular Mini Brands ‘surprise’ capsule toys – spurred by the success of unboxing and ASMR content on YouTube and TikTok – leverage unboxing as part of the collecting and playing experience.
@minibrands We made @ultabeauty mini too! 🧡✨ Come see our tiny display and start collecting all 68 minis on Oct. 6th! @MONDAY Haircare #minibrands #minimakeup #minis #miniature #minibrandsulta #ultabeautycollection #miniacs ♬ bounce (i just wanna dance) - фрози & joyful
@asmrplayroom Find an Ultra Rare @Mini Brands Frozen Moment exclusively at @Ulta Beauty! #asmr #ultabeauty #ultahaul #minibrands @MONDAY Haircare #ad ♬ original sound - ASMR Playroom
Following similar activations with international TV franchise Masterchef, Netflix and Disney Store, this latest series taps into Gen Alpha’s TikTok-fuelled obsession with luxury beauty, and the trend for accessible miniature formats. Additionally, the collaboration allows for engagement with luxury beauty that centres on play – a prospect that may appeal to parents keen to avoid an unhealthy focus on self-image.
For more, see Tackling Tween Beauty and Gen Alpha & Baby Beauty, as well as Mastering Miniatures in Packaging Futures 24/25: Elevated Interactions.
Mini Brands x Ulta Beauty
Mini Brands x Ulta Beauty
 Mini Brands x Ulta Beauty |  Mini Brands x Ulta Beauty |
