Those passionate about beauty trends already know that minis are having their moment. Social media platforms like TikTok, YouTube, and Reddit are flooded with recommendations for travel-size makeup items, and many people are even showing off their curated collections. There are mini alternatives in almost every category— perfumes, foundations, bronzers, blushes, lipsticks, skincare and more.
For beauty retailers, there has never been a better time to start stocking mini and travel-sized items. Sephora, among the largest beauty retail chains in the world, has an entire section devoted to minis on its website. Even American retail corporation Target has more than 300 minis stocked in the beauty category as many popular brands have jumped on this bandwagon. Acclaimed brands like Charlotte Tilbury, Drunk Elephant, Rare Beauty, Glow Recipe, NARS, Huda Beauty, Too Faced, and The Ordinary boast an assortment of mini products.
Considering that TikTok is the mecca for all beauty trends in 2024, it is not a surprise that the loud and collective love and appreciation for mini and travel-sized items erupted there. A quick glance at Google Trends shows that there was a noticeable spike in consumer interest in mini items in 2023. As per Spate’s The New Rules of Beauty report, there has been a 29% year-over-year rise in Google searches for mini beauty sets.
Decoding the travel sized product trend
Of course, travel-sized items have always been a staple due to their utility. Nobody wants to stuff their handbag or carry-on with six different full-size products and risk losing them. Minis are highly portable and convenient; so rest assured, they are never going out of style. However, the growing popularity of minis in 2024 also has to do with their aesthetic appeal. Mini beauty products tend to look cute and Instagrammable. Intricately designed mini perfume bottles? Adorable! An array of small vials with colored pigments? Beautiful!
For many brands, selling minis has become a way to increase their visibility and entice younger people into trying out different beauty products. As a retailer, you would enjoy the same benefit. Researchers have found that Gen Alpha is leading the charge when it comes to purchasing minis. People from all age groups are participating in the trend, but younger consumers have made it known that they love minis due to their accessibility. Some mini items are so cute that they become collectibles of sorts. Brands have also begun to release collections of minis that are available seasonally to up the exclusivity factor.
Cosmetic and Perfume Minis have reduced the entry barrier for many
The accessibility of beauty minis is perhaps their biggest selling point. Consumers get the opportunity to try many brands and many items at lower prices. This is especially beneficial for those enamored by high-end and luxury brands. With the cost-of-living crisis and the global economy taking a turn for the worse, people have less disposable income at the moment, and mini help to scratch the itch for experimentation all beauty enthusiasts are likely to have. Mckinsey’s 2023 intergenerational beauty market survey found that 69% of respondents prefer to try new products at least every six monthṣ. Moreover, one-third of correspondents used cosmetics from five or more brands regularly.
Skincare and makeup, while universally appealing, are quite personal since they are associated so closely with our senses. Even if they try out the products using in-store testers, it is unfortunately quite possible for shoppers to be dissatisfied with their purchases some time down the line. An anti-aging cream may not work as well for someone as it did for their friend. A particular perfume may react poorly with one’s skin chemistry. Online shopping adds yet another layer of complexity since color swatches can often be misleading. The color of a blush may turn out to be much more vibrant than the customer had imagined. Facilitating the return and exchange of beauty and skincare items in such cases is difficult for retailers, and that is exactly why minis are so good. Customers have the chance to experience a product properly and check how it integrates into their beauty routine before they commit to the full-sized version. Even if it doesn’t work out like they had hoped, they will find solace in knowing they saved some money. The result? You’ll have to deal with far fewer complaints and shoppers won’t equate your store with a bad experience.
Minis and discovery sets are driving growth in the perfume industry
Discovery sets, which are usually a collection of minis curated to introduce the customer to a particular brand or store, are invaluable for creating awareness and visibility. The beauty market is competitive, so brands today have to ensure that it is easy for customers to discover them and then experience their portfolio.
Discovery sets have been especially fruitful for the fragrance market. Mintel’s 2024 The Future of Fragrance report noted that discovery is one of the biggest factors affecting success in the fragrance industry. Perfumes are extremely personal items since they react differently with everyone’s skin chemistry. As a result, their dominant notes, longevity, and sillage may not be the same for everyone.
Customers find that trying out minis before committing to full-sized bottles is indeed a wise way to expand one’s perfume collection. As per Spate’s The New Rules of Beauty report, there has been a 109.8% year-over-year rise in Google searches for mini fragrance sets.
Luxury perfume brands, both designer and niche, have begun actively advertising their sample sets and discovery minis. This is also partly owing to trends like perfume layering. Customers are able to combine different perfumes based on their note profiles and create something completely unique to them. Some brands are even developing single-note fragrances with layering in mind and encouraging customers to buy the mini collections.
Consumers who want to switch up their fragrances frequently and generally explore all that the market has to offer seem to prefer buying 5-10ml of perfume instead of 100ml. Online shopping has no doubt amplified this phenomenon since shoppers lack the confidence to buy full-sized bottles without giving them a proper wear test.
Mini Perfume Recommendations
If you’re intrigued by the rising popularity of minis and want to tap into this growing trend, you’re in the right place. Stocking mini perfumes is a smart way to draw in customers who love exploring new scents. Check out our top recommendations and see how these minis can elevate your store’s offerings:
Fragrance Wardrobe by Maison Francis Kurkdjian
Maison Francis Kurkdjian sells discovery collections for men and women on their website. They feature eight mini refill bottles, which carry 11 ml of perfume each, and allow consumers to explore the unique offerings of the house in a fun and experimental way.
The Fragrance Wardrobe for women featuresiconic perfumes like Gentle Fluidity Gold, OUD Satin Mood, and Baccarat Rouge 540 Extrait de Parfum. The men’s set includes the Eau de Parfum version ofBaccarat Rouge 540, alongside favorites like Aqua Universalis and Gentle Fluidity Silver.
Escentric and Molecule discovery sets by Escentric Molecules
Escentric Molecules is one of those brands that encourage customers to layer and personalize their signature fragrance since each perfume is made out of a simple aroma compound.
The Escentric Discovery Set and the Molecule Discovery Set feature the brand’s best-selling perfumes in five sleek bottles that are highly portable. Having access to all 5 Escentric formulations or all 5 Molecule formulations at the same time will open the door to many different combinations.
NAS Set by Nasomatto Fragrances
In keeping with the trend, Nasomatto has introduced three different sets of miniatures: NAS, OMA, and TTO. These are produced by hand at the Nasomatto laboratory. Each set contains three 4ml roll-on vials of concentrated oil-based perfume. We would like to highlight the NAS set as it contains the famous Black Afgano, alongside Pardon and Blamage.
Sample Extravaganza – BDK Parfums
BDK Parfums wants consumers to be absolutely sure of loving a certain perfume before they invest in the full bottle. To that end, they sell an entirely customizable discovery set on their website. Each sample is 2ml, but you can order 4, 8, or 15 at a time depending on your preferences. Perfumes from the brand that we recommend include Rouge Smoking, Gris Charnel, Tabac Rose, and Velvet Tonka.
Coffret de Voyage for Lovers by Fragrance du Bois
Fragrance du Bois’s Travel and Accessories Collection features two curated sets of 7.5ml perfumes. They also come with a luxurious, golden coffret, so your olfactory experience isn’t lacking in any way. It is quite easy to switch out the vials as per your mood. We especially recommend the For Lovers set as it features three sensual and irresistible fragrances, namely Secret Tryst, Cavort, and Lovers.
Nishane Travel Collection
Nishane sells its best-selling fragrances in mini 15 ml coffrets, and they look incredibly elegant. While they have been designed to accompany you on travel, you can also create a custom discovery set for yourself. This will work out great for those who aren’t fond of tiny 2-3.5ml perfume vials.
(Side note: Nishane also sells discovery sets featuring 2ml samples, and there’s a wide range to choose from.)
If you have an extensive perfume collection already, you may find that 15ml will last you a very long time. Fragrances we recommend from Nishane include Ani, Hacivat, and Hundred Silent Ways.
Ormonde Jayne Travel Labs
The Ormonde Jayne Travel Labs collection will leave you spoilt for choice, but there’s a small catch. These sets feature four 10 ml vials of the same perfume, so they may not aid you in discovering new scents. However, if you know what you like from Ormonde Jayne and want travel-sized versions of your favorite perfume so you can always keep it around, you are set.
Bortnikoff Discovery Sample Set
Bortnikoff, like BDK Parfums, has enabled the easy purchase of mini samples from the brand’s website. If you truly want to explore the depths of the brand, you should opt for the large Discovery Sample Set, which contains 15 minis of 2 ml each. You will also receive four $40-dollar coupons that can each be applied when buying a 50 ml bottle. Do note that there’s a custom version of the large sample set as well, in case you aren’t happy with the brand’s selection.
That said, if you want to ease into the process, you can choose any of the smaller, curated sets of three.
Wholesale Perfume Minis
As the beauty industry continues to evolve, minis have proven to be more than just a passing trend—they are a strategic addition to any retail lineup. By offering customers the chance to explore and experiment with new scents at a lower cost, you can enhance their shopping experience and foster brand loyalty. Stocking these travel-sized treasures not only meets consumer demand but also sets your store apart as a destination for discovery. Ready to dive into the world of mini perfumes? Contact us now for wholesale enquiries for perfume
