The beauty products that are also bag charms

Let’s go back in time. When you were in elementary school, did you attach the keychain from the Easter egg or the Tamagotchi to your pencil case? Do you remember writing song lyrics on your backpack with an Uniposca pen and filling it with pins in middle and high school? Well, if it's true that fashion is cyclical, now charms are a must-have, and decorating accessories with other accessories isn’t just for kids and teenagers anymore. Over the past year, we’ve started seeing plush toys, keychains, mini pouches, Y2K toys, AirPods cases, lucky charms, and every conceivable trinket hanging happily from handles and zippers. The goal isn’t just to refresh, alter, and customize the bag we’ve had in the closet for a while or the most popular it bag of the moment, but to play with a little childhood nostalgia and tell the world who we are and what we like.

Charms, a trend that even beauty loves

If the one who made charms cool for the first time was Jane Birkin with her Hermès messy bag overflowing with documents, bracelets, and colorful threads spilling out from every part, Miuccia Prada, with the Miu Miu Tricks adorning the bags in the Miu Miu FW24 collection, has given the green light to all of us, adults and celebrities like Dua Lipa and Kendall Jenner, to decorate our tote bags and crossbody bags with gothic rosaries, My Melody plush toys, Disney characters, and any other item that represents us. Thus, more and more brands, from independent labels to large low-cost chains, and even luxury names like Fendi, Loewe, Hermès, Louis Vuitton, and Marc Jacobs have started making charms to help their customers "birkinize" their bags. For many fashion houses, these small, slightly kitschy objects have turned into the perfect entry-level purchase for those seeking a taste of luxury but lacking the budget for anything else. In short, they’ve become a real business that’s now attracting beauty brands as well.

From DIY to mini sizes to hang

Inspired by the viral lip case from Rhode, an iPhone cover with a groove designed to hold its lip balms, TikTok and Instagram creators have flooded social media showing simple steps to transform a lip gloss into a charm to keep on hand at all times. Similarly, beauty brands began to spot a potential market for these types of products. Ulta Beauty launched small toy versions of some of its bestsellers, like Tarte eyeshadow palettes and Elf Beauty lip oils for $9.99; while UK beauty retailer Space NK, during the holiday season, offers a “charming” service where customers who purchase a lip balm can have it decorated with charms.

In September, skincare brand Bubble launched a series of trinkets inspired by its aesthetic and products, to attach to its Tell All lip balm, which sold out four times and was re-released with a Christmas collection. As revealed to BoF by the brand’s founder, Shai Eisenman, selling charms isn’t just about increasing sales, but rather about creating brand awareness. For the company, they represent a relatively inexpensive customization option compared to others, and it’s a great way to foster customer loyalty. It makes customers feel like they’re getting something unique and increases the likelihood they’ll return to buy more of the brand’s products. Finally, the bright colors, catchy patterns, and limited editions are perfect for TikTok and Instagram, increasing the chances of going viral and turning into actual profits for those who produce them.

Beauty charms to have

More and more beauty companies are launching their products as charms, tapping into the trend of "chaotic customization" and making their most creative and fashionable customers happy. Chanel has offered a smaller, refillable version of Chanel No. 5 attached to a chain, meant to be slipped into a Maison crossbody, while Carolina Herrera created lipstick charms featuring butterflies, maps, and hearts. Yepoda recently unveiled its first hand cream, The Pinky Promise, which, with a hook and a beaded chain, transforms into a chic accessory that can be attached to a bag, making it easy to hydrate your lips anytime during the day. Also super cute and useful for on-the-go make-up are Kaja Beauty's Jelly Charm, Benefit Cosmetics' limited-edition keychain and Fenty's signature keychain for keeping your favorite Gloss Bomb handy at all times.