Seoul, South Korea – Small-sized beauty products, or "mini beauty items," are gaining traction among young consumers who prioritize affordability and portability. These products, often offering smaller quantities of popular brands, are becoming increasingly popular, especially among Gen Z and early Gen Alpha consumers.
According to Style Commerce platform Able, sales of small-sized beauty products surged 185% year-on-year in October. While travel-sized skincare kits were once the primary category for miniature beauty products, the trend has now expanded to include a wide range of products, from color cosmetics to makeup bases.
Products that are easy to carry and suitable for touch-ups have seen particularly strong sales. For example, the "About Tone Skin Layer Cover Fit Concealer" experienced a 306% increase in sales on Able in October. Additionally, Espoir's "Biglow Volume Mini Cushion" topped the overall beauty rankings upon its launch.
Other popular mini beauty items include the "Dinot Blur Glow Mini Tint," "Skinfood Peach Puffy Multi Finish Powder," and "Banila Co Prime Primer Setting Fixer 50mL," all of which recorded sales of over 1,000 units in a short period.
Bundle sets featuring mini beauty products as gifts have also been well-received. For example, sales of the "Too Cool For School Fixing Duo Cushion + Mini Sun Cushion" set increased by 77% month-over-month, and the "Esthée Lauder Atobarrier 365 Cream + Miniatures Set" saw a 70% sales increase. In the color cosmetics category, the "Too Cool For School Duo Blurry Tint + Mini Tint" set experienced a 50% sales jump.
Able attributed the growing popularity of mini beauty products to the preferences of Gen Z and early Gen Alpha consumers, who make up 66% of the platform's sales. These young consumers value the ability to try new products and brands at a lower cost.
"For this generation, factors such as skin type, tone, and color, as well as product size, play a significant role in their purchasing decisions," said an Able spokesperson. "Mini beauty products offer a convenient and affordable way for young consumers to experiment with different products and brands."
This trend reflects a shift in consumer behavior towards more personalized and flexible beauty routines. As young consumers continue to seek out new and innovative beauty products, it is likely that the mini beauty trend will continue to gain momentum.
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