Zuru Mini Brands x Ulta Beauty

Source: Ulta

Just before the holidays, Ulta launched a line of makeup mini toys in partnership with Zuru Mini Brands that mirror some of its most popular products. The toys come in mini sizes and are packaged in batches contained in small balls which seem quite fun to open up and then play with …

This isn’t the first time that famous brands have been made into minature toys, but it appears to be the first time in the beauty/makeup category and it appears to be a strategic move by Ulta to be the first. And evidently it’s been quite the success if the brand literally had to limit sales to 5 per customer!

The lineup is quite broad with over 68 SKUs from some of its best selling full size brands from e.l.f., Urban Decay, Supergoop, NYX, Tarte, and more.

Seems to be a trend … you can read about it by clicking here. There has been some commentary on this particular one, if you want to give it a read.

Should your brand make a mini? What’s your experience? JIM