How mini make-up became a big deal

Is your make-up shrinking? According to market research firm Circana, mini make-up sales grew 13 per cent in the past year, to reach nearly $700mn in the US alone. Social media feeds are flooded with people showing off the contents of their “micro makeup bags”: concealer pots no bigger than thumbs, tiny powders with compact mirrors an inch long and lipsticks the size of pinkie fingers. Often collections come in miniature cases – some boasting up to 15 items.

“We’ve noticed a huge rise in demand for mini beauty products,” says Terry de Gunzburg, founder of By Terry, of her miniature bronze eyeshadows (£19) and brightening CC serums (£22). “People love the convenience and portability of these minis, especially busy professionals and frequent travellers who want to keep their routines.” Minis also allow people to test new things before committing, says de Gunzburg. (And act as gateway products for younger Gen Z consumers who can’t necessarily outlay the price of a “full-size” product.)

By Terry Brightening CC Serum Travel-Size, £22 for 10ml

Charlotte Tilbury Airbrush Flawless Finish finishing powder, £22

We’ve noticed a huge rise in demand for mini beauty products

Earlier this month, The New York Times reported on summer camps begging parents to leave “any Sephora (and similar) accessories” at home. Sephora-related TikTok trends have contributed heavily to the surge in minis, with entire Reddit communities created to discuss the retailer’s best miniature cosmetics. Many videos show influencers tipping bags brimming with tiny products onto dressing tables in hauls from Sephona’s designated “mini bars”. A generation of product-obsessed “Sephora kids” has emerged. 

Too Faced Born This Way Mini Eyeshadow Palette, £30

Pat McGrath Labs FemmeBot Fetish Lip Trio, £17

Camp counsellors cited too much time spent in the bathroom for the Sephora ban; others might have environmental concerns. Dr Christopher Carrick, a sustainability expert and founder of Lignin Industries, says that “travel-sized products can be sustainable if they’re manufactured from recycled plastic or bio-based plastics, and if they are recycled after usage. More often than not, however, this isn’t the case.” He suggests refilling miniature containers from full-size products as a more sustainable way forward. “The social-media trend for mini products fuels demand, and intensifies the environmental burden as a result,” adds Carrick.

London-based beauty influencer Habiba Chowdhury has spent two years building her collection, highlights of which include Charlotte Tilbury’s Airbrush Flawless Finish finishing powder (£22) and Rare Beauty’s Liquid Luminizer highlighter (£16). Her TikTok videos combine fastidious bag packing with soothing ASMR. “90 per cent of women in my TikTok comments are gushing over how cute the products are,” says Habiba. “Everyone loves small versions of products they use on a daily basis”. She used to stock up on limited-edition minis around Christmas, but is excited by the rise of more micro options. Brands entering the mini market this year include ELF Cosmetics and Jones Road Beauty, with Le Labo also introducing a new range.

Westman Atelier The Summer Skin Set, £126

Benefit Cosmetics Gimme Brow+ Travel Size Mini, £14.50

Yves Saint Laurent Mon Paris, £67 for 30ml EDP

Dior Miss Dior Parfum, £78 for 35ml

Cute they may be, but as Jess Kohn, Laura Mercier’s lead artist, explains, minis can “reduce the mental load. They can also be a life-saver for brides or doting bridesmaids, allowing you to touch up make-up without lugging around your whole bag,” she says. Laura Mercier’s most popular miniature editions include setting powders (£21.50) and the brand’s bestselling Rouge Essentiel Silky Crème Lipstick (£15).

Beauty content creator Arti Singhal has collected minis for 16 years. Not only does she find them cute and practical, she loves using micro perfumes – Dior’s Miss Dior and YSL’s Mon Paris – as decorations for her vanity table. “I actually prefer minis because I’m more likely to finish them before the expiry date,” she explains. Singhal’s go-to brands are Dior beauty, Rare Beauty and Charlotte Tilbury (one of Tilbury’s travel-size Hollywood Flawless Filter primers are sold every two minutes). 

As Laura Mercier’s Kohn says, “often you read articles about the best product on the market, but how do you know if it will work for you? Minis allow customers to dip their toes into trends and trophy products without making the commitment to a full-size item.”