The Mini Make-Up Boom: How Tiny Cosmetics Are Taking Over the Beauty World

• Miniature make-up products have seen a 13% sales growth, driven by social media trends and consumer preference for convenience and affordability.
• Influencers and brands are capitalizing on the demand for minis, despite environmental concerns over their sustainability.

Are you seeing your make-up shrinking? According to the market research company Circana the sales of mini makeup have increased 13 percent in this past year and reached more than $700 million in the US by itself. Instagram feeds are overflowing with photos of people showing off what’s in the contents of their “micro makeup bags”: concealer pots that measure no more than thumbs, tiny makeup bags that have mirrors as small as one inch in length as well as lipsticks that are the size of a pinkie finger. Most often, the collections are in small cases. Some boast as many as 15 items.

“We’ve noticed a huge rise in demand for mini beauty products,” says Terry de Gunzburg the founder Of By Terry, referring to the mini bronze shadows (£19) as well as brightening CC serums (£22). “People love the convenience and portability of these minis, especially busy professionals and frequent travelers who want to keep their routines.” Minis are also a great way to experiment with the new items before making a purchase, according to de Gunzburg. Minis also serve as an entry point for Gen Z consumers who can’t always afford larger products.

In the last month The New York Times reported on camps for children that call parents not to bring “any Sephora (and similar) accessories” at the house. Sephora-related TikTok trending have led to the emergence of minis. There are even whole Reddit communities devoted to discussing the best mini cosmetics from Sephora. Numerous videos feature influencers dumping bags filled with small products on dressing tables, in a haul of Sephora’s “mini bars.” A Generation of shoppers “Sephora kids” has emerged.

A beauty influencer from London, Habiba Chowdhury spent the last over two years creating her own collection. Highlights of her collection includes Charlotte Tilbury’s Airbrush Flawless Finish finishing powder (£22) as well as Rare Beauty’s Liquid Luminizer highlighter (£16). The beauty influencer’s TikTok videos blend slick bag packing along with relaxing ASMR. “Ninety percent of women in my TikTok comments are gushing over how cute the products are,” she says Habiba. “Everyone loves small versions of products they use daily.” Habiba used to shop for limited edition miniatures during the Christmas season but is thrilled by the emergence of more micro products. The brands that are making their debut in the mini-market in the coming year are ELF Cosmetics and Jones Road Beauty and Le Labo also introducing a new line.

Counselors at camp cited excessive use of the bathroom as the primary reason behind the Sephora prohibition; other people may face environmental issues. Doctor. Christopher Carrick, an environmental expert and the founder of Lignin Industries, says, “Travel-sized products are environmentally sustainable when they are made from recycled plastic or bio-based materials as well as if they’re reused after use. The majority of times but this is not the situation.” He recommends refilling mini containers with full-size ones to ensure sustainability going ahead. “The social-media trend for mini products fuels demand and intensifies the environmental burden as a result,” Carrick adds. Carrick.

Content creator for beauty Arti Singhal has been collecting minis for the last 16 years. She not only finds the minis adorable and useful and practical, but she also enjoys the use of micro-perfumes like Dior’s Miss Dior and YSL’s Mon Paris as decor for her desk. “I actually prefer minis because I’m more likely to finish them before the expiry date,” Singhal explains. Singhal’s top choices for brands include Dior Beauty, Rare Beauty and Charlotte Tilbury (one of Tilbury’s size travel sizes). Hollywood Flawless Filter primers are offered every 2 minutes).

Laura Mercier’s Jess Kohn says, “often you’ve read reviews of the most effective product out there, however, how can you tell if it’s right for you? Minis enable customers to explore fashions and products that are coveted without having to commit to the full-size product.”

It’s cute they might be however, according to Kohn states, minis “reduce the burden on your mind. Minis can also be a lifesaver for brides, or doing-the-best bridesmaids. They allow users to retouch their makeup without having to carry around your entire purse.” Laura Mercier’s top and most sought-after miniature versions consist of the setting powders (£21.50) as well as the company’s most popular Rouge Essentiel Silky Creme Lipstick (£15).