The worlds of beauty products and Mini Brands are coming together, and it’s the cutest crossover yet. You already know the vast world of makeup and skin care, but now, Mini Brands—those tiny collectible replicas of big-name products—are stepping into the beauty scene. Typically sold in surprise capsules, you never know what you’ll get until you open them. And starting October 6, you can officially grab beauty-themed mystery packs for $10 a pop, thanks to Ulta Beauty teaming up with Mini Brands on a collection of over 68 toy-sized replicas of its bestselling products, as announced by WWD.
“Our Mini Brands community has been asking for this collaboration for years,” Corey Roman, chief marketing officer of Zuru Toys, the maker of Mini Brands, told WWD, adding that they have “every expectation that it will be a hit.” Each mystery capsule will contain five detailed toy replicas that look just like the full-sized thing, just shrunken. According to an Instagram post shared by Ulta, brands featured in the collection include e.l.f., Tarte, Redken, and Ouai. And a closer look at the imagery teases even more beauty favorites like Urban Decay, NYX Professional Makeup, Shea Moisture, Monday Haircare, and Truly.
“As the nation’s largest beauty retailer…for beauty lovers of all generations, we are proud to have a differentiated assortment that reflects the wants of our guests,” said Muffy Clince, senior director of emerging brands and initiatives at Ulta. “The joy and surprise of unwrapping each capsule to discover your favorite iconic beauty product replica in mini form creates the nostalgia and fun that is at the heart of this partnership—a no-brainer as our first foray into this new, innovative category.”
You can officially shop the Ulta Beauty-themed Mini Brands mystery capsules at Ulta Beauty and ulta.com starting October 6th.
