Mini but mighty: How beauty miniatures are reinventing the impulse buy

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Miniature, travel-sized products may be diminutive in size but they are packing a bigger punch than ever in beauty.

Sales are soaring, selections are expanding in retail, and they are dominating checkout displays: Minis have officially entered their maxi era.

Offering consumers access to high-end brands at a fraction of the cost, mini sizes have been outpacing overall sales in beauty. Mini women’s prestige fragrances grew at five times the rate of other sizes in terms of unit sales in the US in 2024 versus 2022, and mini-size beauty SKUs generally grew by 23% yo-y in 2024, according to Circana.

Yet accessibly priced beauty minis are also thriving. At Superdrug, sales of its Mini Studio range have grown by 54% versus last year to a value of £211k, with its bestselling product being the Peach Setting Mist, which took £72k (year-to-date).

Within its Trial & Travel market group, cosmetics now account for 7% of sales versus 5% this time last year, and the retailer, which currently has four setting mists and one mascara in the range, will be launching a new setting powder later this year too.

Ulta Beauty has also been regularly expanding its mini and travel-sized product assortment, closely monitoring consumer behaviour and emerging trends to respond to the rising demand, says a spokesperson for the largest beauty retailer in the US.

“Ulta Beauty continues to see strong guest interest and engagement with minis offered across more than 250 brands, particularly within the hair care, skin care, make-up, and fragrance categories. Minis are a year-round favourite for Ulta Beauty guests, especially as they look for accessible ways to try trending products, explore new brands, or maintain beauty routines while traveling. They also gain popularity during the holiday season as guests shop for affordable gifts and stocking stuffers.”