CIt’s a new trend that is taking over the beauty world and promises to make our skincare routine much more fun. They are called beauty blind box and are born from the encounter between pop collecting and the passion for cosmetics. Today these “mysterious boxes” also arrive in the beauty sector, where brands and enthusiasts play with the charm of uncertainty and the magic of discovery.
Beauty blind box: surprise cosmetic boxes
The blind box they are becoming a pop phenomenon that has overwhelmed the world of collecting and, more recently, also that of beauty. But what exactly are they?
Born in Asia as mini boxes containing gadgets or action figuresblind boxes are based on a simple but irresistible concept: buy cosmetics without knowing what type you will find inside. The charm of surprise and the pleasure of waiting make each opening a small event, often shared on social media through videos and unboxing.
From Labubu to lipsticks
The success of the blind boxes has pushed many brands to reinterpret them in a different way beauty. Today it is possible to find mystery box dedicated to make up and skincarewith surprise products ranging from lipsticks and eyeshadows to mini sizes of serums or perfumes.
Some companies then create real seasonal collections, where colorful packaging and “collectible” design become an integral part of the experience. For example? Clarins recently launched its own Plushies box, a pack containing a plush lipstick for the bag in four different colours. The box also contains some of the brand’s best-sellers.
Same formula for Sephora Collection which created a blind box in limited edition blush themed, with a (secret) selection of products inside, with formulas and shades waiting to be discovered. The beauty blind box they also conquered brands like MAC, Glossier And Morphe Cosmetics as well as some Korean indie brands, turning your beauty routine into a game. In some cases, the box contains exclusive or limited edition products, fueling the desire to collect them all.
A new way of experiencing beauty
The element of surprise is what makes blind boxes irresistible for brands too: they increase engagement, they encourage impulse purchasing and create perfect content for social media.
Unboxing becomes a show, and make-up a way to tell your story in a playful and creative way.
Beauty blind boxes are not just a trend, but the symbol of a new relationship with cosmetic products: more emotional, experiential and collectible. Between careful packaging, storytelling and the desire to amaze, they represent the evolution of beauty come entertainment – where the pleasure is not only in the result, but also in the discovery.