Unlock Editor’s Digest for free
FT editor Roula Khalaf selects her favourite stories in this weekly newsletter.
Are your makeup products on the decline? According to market research firm Circana, sales of miniature makeup grew 13 percent last year to nearly $700 million in the U.S. alone. Social media is awash with people showing off the contents of their “micro makeup bags”: thumb-sized jars of concealer, tiny powders with inch-long compact mirrors, and pinky-sized lipsticks. Collections often come in miniature cases, some containing as many as 15 items.
“We have noticed a huge increase in demand for miniature beauty products,” says Terry de Gunzburg, founder of By Terryof its miniature bronze eyeshadows (£19) and CC illuminating serums (£22). “People love the convenience and portability of these minis, especially busy professionals and frequent travellers who want to maintain their routines.” Minis also allow people to try new things before committing, says de Gunzburg. (And they act as gateway products for younger Gen Z consumers who can’t necessarily shell out the price of a “full-size” product.)
By Terry Travel-size CC Brightening Serum, £22 for 10ml
Charlotte Tilbury Airbrush Flawless Finish Powder, £22
Earlier this month, The New York Times reported on summer camps that begged parents to abandon “anything Sephora (and similar accessories)” at home. Sephora-related TikTok trends have largely contributed to the rise of miniature products, and entire Reddit communities have sprung up to discuss the retailer’s best miniature cosmetics. Many videos feature influencers tossing bags overflowing with tiny products onto vanities in Sephona’s designated “mini bars.” A generation of product-obsessed “Sephora kids” has emerged.
Too much faced Born This Way Mini Eyeshadow Palette, £30
Pat McGrath Laboratories FemmeBot Fetish Lips Trio, £17
Camp counselors cited excessive time spent in the bathroom as the reason for Sephora’s ban; others might have environmental concerns. Dr. Christopher Carrick, sustainability expert and founder of Lignin industriesShe says that “travel-sized products can be sustainable if they are made from recycled plastic or bio-based plastics, and if they are recycled after use. However, in most cases, this is not the case.” She suggests refilling miniature packaging from full-sized products as a more sustainable way forward. “The social media trend towards miniature products is driving demand and, as a result, intensifying the environmental burden,” Carrick adds.
London-based beauty influencer Habiba Chowdhury has spent two years creating her collection, highlights of which include Charlotte Tilbury‘s Airbrush Flawless Finish Finishing Powder (£22) and Rare beautyHabiba’s Liquid Luminizer highlighter (£16). Her TikTok videos combine meticulous bag-prep with soothing ASMR. “90 per cent of the women in my TikTok comments rave about how cute the products are,” says Habiba. “Everyone loves the tiny versions of the products they use every day.” She used to stock up on limited-edition minis at Christmas, but is excited by the rise of more micro options. Brands entering the mini market this year include ELF Cosmetics and Jones Street Beautywith The laboratory We also introduce a new range.
Westman Workshop The Summer Skincare Set, £126
Benefit Cosmetics Gimme Brow+ Mini Travel Size, £14.50
Yves Saint Laurent Mon Paris, £67 for 30ml EDP
Dior Miss Dior Perfume, £78 for 35ml
They may be pretty, but as Jess Kohn says, Laura MercierLaura Mercier’s lead artist explains that miniatures can “reduce the mental load. They can also be a lifesaver for the more affectionate brides or bridesmaids, allowing you to touch up your makeup without having to lug around your entire handbag,” she says. Laura Mercier’s most popular miniature editions include setting powder (£21.50) and the brand’s bestselling Rouge Essentiel Silky Cream Lipstick (£15).
Beauty content creator Arti Singhal has been collecting minis for 16 years. Not only does she find them cute and practical, but she also loves using micro perfumes (Miss Dior by Dior and Mon Paris by YSL) as decor for her vanity. “I actually prefer minis because I’m more likely to finish them before the expiration date,” she explains. Singhal’s favorite brands are Dior beauty, Rare Beauty and Charlotte Tilbury (One of Tilbury’s first travel-size Hollywood Flawless Filters sells every two minutes.)
As Kohn says of Laura Mercier, “You often read articles about the better “There are so many products on the market, but how do you know if they will work for you? Minis allow customers to try out trends and luxury products without committing to a full-size item.”