Beauty brands embrace ‘toyification’ trend with playful packaging

The beauty industry is experiencing a trend known as ‘toyification,’ where brands utilize playful packaging, nostalgic elements, and collectible appeal to engage consumers. This movement shifts away from minimalist, clinical aesthetics toward tactile and interactive user experiences.

Daise Beauty is a prominent participant in this trend, offering a colorful bodycare range designed to evoke joy and discovery. Founder Jaimee Lupton notes that the trend bridges the gap between aging-up toys and aging-down beauty products, targeting consumers who seek functional items that also provide emotional satisfaction through collecting and social sharing. Other brands, such as Rhode, are also noted as part of this shift toward making beauty products more fun and collectible.