# Beauty industry toyification and collectible trends

> Live situation record from CLSTR: https://clstr.news/situations/beauty-industry-toyification-and-collectible-trends
> Updated: 2026-09-27T19:00:38.000Z. Sources: 7. Developments: 2.

The beauty industry is increasingly adopting a trend characterized by the use of collectible items and playful packaging to engage younger consumers. Initially, brands such as Trouble Maker in Australia and DAISE in Canada began utilizing the “blind box” model to target the “Gen Zalpha” demographic through mystery items and collectible accessories.

This movement has evolved into a broader trend described as ‘toyification.’ This shift moves away from minimalist or clinical aesthetics in favor of tactile, interactive, and nostalgic user experiences. Brands like Daise Beauty and Rhode are participating in this trend, which aims to bridge the gap between toys and beauty products by offering functional items that provide emotional satisfaction through collecting and social sharing.

## Timeline

### 2026-09-27: Beauty brands embrace ‘toyification’ trend with playful packaging

The beauty industry is embracing ‘toyification,’ a trend using playful, collectible packaging and nostalgic designs to create emotional connections with consumers, led by brands like Daise Beauty.

4 sources. https://clstr.news/cluster/beauty-brands-embrace-toyification-trend-with-playful-packaging

### 2026-09-02: Beauty brands adopt blind box collectibles to target Gen Z and Gen Alpha

Beauty brands are leveraging the blind box craze to target younger consumers, with DAISE launching new collectibles at Walmart Canada and Trouble Maker entering the market in Australia.

3 sources. https://clstr.news/cluster/beauty-brands-adopt-blind-box-collectibles-to-target-gen-z-and-gen-alpha

---
Cite as: Beauty industry toyification and collectible trends. CLSTR, https://clstr.news/situations/beauty-industry-toyification-and-collectible-trends