Beauty industry could be the next “victim” of the Labubu effect

Chinese toy manufacturer Pop Mart has been releasing the fluffy collectible figures called Labubu for several years now. Originally created in 2015 by artist Kasing Lung as characters for a fairy tale book, Labubu’s popularity has since exploded well beyond Asia, gaining a global fanbase, reports WWD.

According to Emily Bro, head of licensing for Pop Mart in America, the U.S. is now one of the brand’s fastest-growing markets. In 2024, Pop Mart’s sales surged by 500% compared to the previous year, with particularly strong momentum in the U.S.

Data from Spate shows that “Labubu” is searched more than 430,000 times weekly on Google in the U.S., and TikTok videos featuring Labubu rack up around 180.8 million views every week.

Like many Pop Mart characters, Labubu is sold in blind boxes — buyers don’t know which figure they will get until opening the package. The standard price for such a “surprise” is $27.99. However, brand collaborations are pricier: the Monsters Coca-Cola series retails at $46.99 per figure, and a limited capsule collection by Sacai and K-pop group Seventeen sold on Joopiter by Pharrell Williams last month reached prices up to $31,250 per toy.

Labubu’s rise has coincided with a boom in bag charms and keychains — the fluffy creature is now frequently spotted even on iconic Birkin bags. Overall, interest in such accessories and collectibles is gaining traction.

This trend is now making waves in the beauty industry. Last year, Hailey Bieber’s Rhode brand released a viral phone case with a built-in lip gloss holder, sparking numerous imitations. Lip balm keychains are also trending, with brands like Bubble, Cocokind, Fenty Beauty, and others launching customizable charm sets.

E.l.f. Cosmetics opted out of making a charm but teamed up with Stanley to create limited-edition mini mugs for lip glosses, designed to clip onto Stanley’s full-sized thermoses.

While Pop Mart has previously collaborated with beauty brands through other franchises — Skullpanda with Make Up For Ever in 2022, and Kiehl’s with Dimoo sunflower figures in 2021 — a dedicated Labubu beauty collaboration is yet to come. Interest is clearly growing, though.

At the official afterparty for the Tony Awards at MoMA, Korean brand TirTir sponsored a vending machine dispensing Labubu figures. On TikTok, users “dress” Labubu in unofficial Alo Yoga outfits and create mini nail art sets for them. Celebrities spotted recently with Labubu bag charms include Rihanna, founder of Fenty Beauty herself.

Emily Bro declined to reveal specific Labubu beauty partnership plans but confirmed:
“Pop Mart is actively exploring beauty collaborations across several IPs — our characters continue to gain popularity in fashion, fandom, and lifestyle, and beauty is a natural next step.”

What do industry experts think about potential Labubu collaborations?

“It would be amazing to see a Fenty Beauty x Labubu collab — the toy could hold lip gloss just like it holds a Coke bottle in the Coca-Cola series,” says creator Bretman Rock.

Maia Erwin of United Talent Agency agrees: “Labubu perfectly fits a brand that values individuality, creativity, and energy. Imagine Fenty x Labubu with mini accessories, collectible makeup stickers — the customization possibilities are endless.”

Brand strategist Gemma Wu points to Starface as a promising partner. “They’ve already made skincare playful and collectible — ideal for Labubu. We could see a limited edition of acne patches featuring the characters or a blind box drop — a perfect match in vibe and audience.”