For just around $10, shoppers can find miniature versions of popular makeup, hair, and skincare products at Ulta, styled as tiny toys.

Ulta has partnered with toy maker Zuru to create a Mini Brands collection, featuring capsules with five surprise mini replicas of recognized beauty products.

If toy food is more your style, MGA’s Miniverse has introduced a Target Food Favorites themed Make It Mini set, allowing fans to craft tiny replicas of snacks like Bullseye cookies or lava cakes – perfect for displaying, not eating.

MGA is also known for its LOL Surprise collectible mini dolls, accessories, and playsets which first debuted in 2016.

It’s more than just toys.

High-end brands like Hermes and Fendi have launched scaled-down versions of their handbags, while other names such as Coach, Longchamp, Lululemon, and Dagne Dover offer miniature bags, charms, and backpacks. Many stores, including pharmacies and beauty retailers, now feature sections for trial, travel, and mini-sized products.

Miniatures—be they toys or functional items—hold considerable appeal for consumers. A Circana industry report noted that the category encompassing exploratory and mini toys experienced a remarkable 16% growth in 2022, maintaining steady increase since 2019. Tiny crafts and small toys also ranked among the top toy trends of 2023 as recognized by the Toy Association.

But what is it that fascinates shoppers about small items?

The Joy of Crafting, Collecting, and Community Connection

“This hobby isn’t just for kids anymore. Sure, there are small dollhouses for them, but many adults are getting involved too,” explains Mary Johnson from Wall, New Jersey, who has spent years working on dollhouses. She is one of the founding members of the Jersey Shore Miniature Society, established in 1986 and part of the National Association of Miniature Enthusiasts. This society meets weekly and offers online classes and discussions.

“The intricacies are incredible, and the prices can be steep, especially for handcrafted items. Still, it’s wonderful to see younger generations taking an interest in this pastime,” Johnson remarked. “Not only is making dollhouses enjoyable and a creative outlet, but it can also serve as a way to alleviate stress.”

Johnson continued, “It’s rewarding to create miniature objects that reflect your personal style and imagination. We engage in a variety of creative processes, including clay modeling, woodworking, 3D printing, and laser-cutting. From painting to wallpapering, landscaping, and flower crafting, the possibilities are endless. I think this type of creative expression is what many people need right now.”

Meanwhile, Jo Barker, known on social platforms as The Little Bean, has been showcasing her collection of miniature handbags and beauty products on social media since 2021.

“I’ve always had a passion for mini items, particularly mini makeup,” Barker expressed. “When I began sharing these collectibles, I found they resonated with my audience due to their undeniable cuteness, especially those featuring well-known brands.”

Beyond their charm, she noted, mini items come with practical advantages like achieving sustainability and accessing unique products.

“Mini versions allow you to sample a product without the commitment of a larger item,” Barker stated. “You can try and use a smaller quantity without worrying about wasting a big supply before it goes bad.”

Kayla Lam from the San Francisco Bay Area began her miniature collection earlier this year, though she’d dabbled in miniatures before.

“I was overwhelmed by stress while finishing my master’s in biostatistics, and acquiring items from Miniverse and Mini Brands provided a welcomed escape,” Lam explained.

“With Miniverse, you assemble the items yourself, which beautifully appealed to my crafty nature and drew me in. Plus, I’ve formed a wonderful community through this shared interest where everyone is supportive and often trades items with one another.”

After sharing her collection on social media starting in March, Lam noted she doesn’t keep track of her exact number of miniatures, yet she does have an entire full-sized fridge filled with items still waiting to be created as well as mini products like hair clips and keychains.

“It’s more affordable than therapy,” Lam asserted.

Understanding the Attraction to Miniatures

Psychologists suggest that humans are naturally inclined to enjoy tiny objects.

“Miniatures bring us joy,” stated Kristina Durante, a psychologist and marketing professor at Rutgers Business School. “We feel we can exert control over these diminutive creations.”

“In challenging times, having comforting things around us can be uplifting,” said Durante.

Just browsing pictures or videos of miniatures on social media can evoke pleasant feelings.

“Seeing miniatures triggers feel-good neurochemicals that keep us returning for more, that dopamine rush of ‘this is adorable.’ This is why we engage with it on social media,” explained clinical psychologist and author Carla Marie Manly. “It gives us continuous bursts of joy in a world that can often feel disappointing or bleak.”

For many, admiring or buying miniature items can take adults back to their childhood or instill a sense of childlike wonder, according to Manly.

“It allows us to escape our adult responsibilities and reconnect with our playful side, feeling free and enchanted by life’s simplicity—something we often overlook,” Manly added. “We tend to forget the joy of being enchanted by something beautiful.”

Additionally, the lower prices of miniature goods compared to larger options can be appealing, especially for shoppers looking to save money.

Durante mentioned that consumers often engage in mental accounting while shopping, which involves justifying a purchase. For instance, one might argue that buying a $15 miniature lipstick is more reasonable than spending $40 on a full-sized one, even if the value per unit doesn’t make financial sense.

Owning miniature items still satisfies the urge to possess something special, Manly stated.

“These items don’t have to be pricey to bring happiness. They simply need to connect to a specific memory that evokes feelings of ‘this is valuable,'” she said.