Indie brands continue to garner attention and attract consumers who are looking for new ideas and formulations in products from skin care to mascara. It seems like new options appear daily, and they’re commanding established brands to take notice. But how do these products find their way into consumers’ hands—and onto their faces or hair? In many cases, startups, as well as tried and true brands, have come to rely on small versions of their products to capture interest and create desire for full-sized product purchases.

Subscription sample box services, such as “first-in-the-ring” Birchbox, have propelled the trend by connecting brands with time-strapped consumers who have signed on, eager to try new beauty products for a small fee—and receive them effortlessly, right at their desk or front door.

Birchbox recently announced an additional $15 million in funding from existing investors as the company pursues its long-term vision.

Turns out consumers also love the convenience of small-sized products, as they can easily pop them in their purse—and use them up before worrying about an expiration date. Cosmetic industry packaging suppliers have risen to the occasion by creating mini products that closely resemble their full-size counterparts—and so have spurred a burgeoning category for beauty.

Beauty Packaging has followed the surge in mini-size products and packages, as well as mono-dose offerings, and you’ll see suppliers’ best examples in our feature story “Building Loyalty, One Sample at a Time” on page 18. At Cosmoprof NA, a number of suppliers offered unique miniature components as well as single-use sachets. At the Boutique area on the event floor, attendees chose from an array of samples to create a takeaway box of favorites—and raise money for a worthy charity at the same time.

As consumers continue to appreciate the ease of receiving products at home, brands offering full-sized products and other personal care items are getting in on the action. 

Last month global giant Unilever set sights on the value of a subscription box company when it acquired Men’s Shave Club for $1 billion. The service has transformed the shaving category via its lifestyle brand with 3.2 million members.

In next month’s issue, we’ll take a close look at some emerging beauty brands, many of which have entered into consumers’ consciousness via creative sample-size vials, blisters, tubes and pots—all designed to influence the consumer.

We hope you enjoy this issue,