Sample kits containing mini-versions of larger-sized products have increased in popularity over the last few years. According to an article by Beauty Packaging, “Beauty sets/kits sales have seen strong growth in 2023 with a 6% rise in color cosmetics sets/kits and an 11% rise in global retail sales of dermocosmetics skincare sets/kits”. In an article by Vogue Business, “Beauty samples are also the third-largest driver to purchase for full-size products, according to Euromonitor, superseded only by past experience and recommendations from friends and family.” This trend will continue into 2025 and beyond. In this blog, we will look at several reasons for their increase in sales.

An initial contributing factor was the removal of product testers or the closure of retail stores during the pandemic. Consumers who wanted to try a product to determine its suitability before investing in a full-size chose to purchase smaller samples and kits as a method of experimentation with new colors, fragrances, or brands. Purchasing sample kits that could be delivered directly to homes was enticing for consumers and new emerging brands.

Another has been cost. With economic uncertainty and a general increase in the cost of living, many consumers are looking for ways to economize and ensure they are investing in products they will like and use. Lindsey Khosla, Marketing Director, North America, Arcade Beauty, states, “Paid samples, typically a more deluxe-sized sample, allow consumers to try a product with minimal risk, lowering the barrier to entry, particularly for higher-priced items.” Smaller-sized versions are an effective way to encourage consumers who may not have the budget to purchase full sizes to try their brand and hopefully get them hooked on it so that they go on to make repeat purchases in the future. It also allows consumers to try several products from the brand at a discount to see how well they work in collaboration with each other and drive brand loyalty and stickiness.

Reduced cost can also be a factor when consumers are looking to experiment with beauty trends, such as a new color, and know they will not use an entire full size of the product before it expires or is no longer popular. These smaller sizes are also easier to store since they don’t take up as much room as their full-size counterparts and may contribute to fewer product returns or exchanges due to their reduced cost.

Social media influencers have also made smaller product sizes more attractive by featuring their increased portability for “on-the-go” use or in travel bags. Buying a set of multiple products which can be separated and applied away from home, eliminating the need to take the larger one with them, makes it more convenient and allows them to stick with their preferred brand regardless of where they are.

Finally, mini-sets can be packaged for holidays or seasons, making them appealing gifts to give for special occasions.

Knockout provides sustainable secondary packaging that is attractive, keeps smaller items safe on the shelf or during transport, and also complies with retailer and government regulations. Please contact us to learn more about our eco-friendly sample and kit secondary packaging options.