In recent years, a new player in the collectible toy market, Pop Mart, has garnered significant attention, particularly with its adorable Labubu dolls. Initially designed by artist Kasing Lung in 2015, these whimsical figures have transformed from lesser-known characters into hot commodities that resonate with consumers around the globe. Pop Mart’s success is evident; according to Emily Brough, head of licensing for Americas, the company experienced a staggering 500% year-over-year sales growth in 2024 compared to 2023, primarily driven by the U.S. market. Labubu’s popularity is reflected in impressive engagement metrics, with over 430,000 average weekly Google searches and around 180.8 million weekly views on TikTok, showcasing the character’s widespread appeal.
One of the factors contributing to Labubu’s charm is the element of surprise associated with the “blind box” concept. Shoppers pay around $27.99 for a standard Labubu blind box, not knowing which character they will receive until they open it. This excitement has only increased with collaborations with high-profile brands like Coca-Cola and Sacai, where limited-edition dolls can command prices as high as $31,250 at auctions. The rise of Labubu coincides with the growing trend of bag charms; consumers are even attaching these collectible dolls to luxury handbags, creating a blend of fashion and playfulness that has captured the imagination of fans.
Labubu’s presence isn’t limited to the world of collectibles; the intersection of beauty and toys is becoming increasingly apparent. Last year, Hailey Bieber’s Rhode brand launched a viral lip treatment phone case, spurring additional interest in innovative beauty products that combine functionality with fun design elements. Brands like Bubble, Cocokind, and Fenty Beauty have also broken into this space, launching colorful lip balm keychains that mimic the playful nature of Labubu. Even E.l.f. Cosmetics joined the trend with a collaboration featuring mini tumblers designed for lip oils, showcasing how beauty brands are embracing charm and whimsy within their product lines.
This connection between beauty and collectibles continues to flourish with event partnerships, like the recent appearance of a Labubu claw machine at the Tony Awards after-party, sponsored by K-beauty brand TirTir. Popular culture influences are abundant as celebrities, including Rihanna, are seen flaunting Labubu bag charms. Social media engagement around Labubu is thriving, with TikTok users creating outfits and nail designs for the dolls, pointing to an evolving landscape where beauty, fashion, and playful nostalgia intersect. The increasing visibility of Labubu within these contexts suggests a burgeoning interest in unique collaborations.
While there aren’t any confirmed beauty partnerships for Labubu just yet, it is clear that opportunities abound. Brough has indicated that Pop Mart is exploring potential collaborations in the beauty sector, highlighting that beauty is a natural extension for their characters. Given Labubu’s growing momentum, many creatives are eager to see what direction these collaborations might take. Content creator Bretman Rock suggests a collaboration with Fenty Beauty, envisioning a Labubu doll that can hold makeup products similarly to how it holds beverage bottles, merging functionality with cuteness.
Industry insiders are enthusiastic about the prospects of Labubu-centric collaborations across various beauty brands. Maia Ervin of United Talent Agency envisions products that promote creativity and customization, while Jemma Wu points to Starface as an ideal candidate for partnership, suggesting collectible pimple patches that align with Labubu’s playful essence. Beauty influencer Eloise Dufka believes MAC Cosmetics would also be a perfect fit, indicating that Labubu deserves brands that aren’t afraid to push creative boundaries. As the excitement grows, it’s evident that Labubu has the potential to bring a new playful energy to the beauty industry, appealing to audiences craving both whimsy and individuality.