It seems everything is getting smaller, and it's not just a fleeting trend. This week, Trader Joe's restocked their mini tote bags, which had previously been resold for up to $500 on eBay. Travel-sized haircare, skincare, and makeup products are prominently displayed in stores, and micro beauty bags are gaining millions of views on TikTok. Even Snapple has launched an 8-ounce bottle designed to fit in mini bags.

Despite the higher cost per ounce and potential for increased packaging waste, brands are embracing mini products as a way to tap into nostalgia and offer an affordable entry point into luxury. Shawn Carter, a business management professor at the Fashion Institute of Technology, notes that since Covid, stores have been prioritizing mini products to combat high prices and attract younger customers, Gen Z and Gen Alpha.

The trend of mini fashion items dates back to the 1960s with the introduction of the mini skirt and accompanying mini bags. Carter says the trend accelerated in 2022 and is here to stay. Trader Joe's experienced a viral craze with their mini tote bags, selling hundreds of thousands within a week.

Social media influencer Jo Barker, known as The Little Bean on TikTok, has amassed 3.2 million likes for her videos stuffing luxury microbags with mini products. Her content is relaxing and almost mindless, appealing to a wide audience. Barker also creates her own mini makeup by decanting full-sized items into tiny bottles, a practice that extends the life of her favorite products and reduces waste.

Brands are leveraging nostalgia with mini products, reminiscent of childhood toys like Polly Pockets or kid-sized lunches. Mini-sized items also provide an affordable way to experience luxury brands without resorting to cheaper duplicates. Anna Keller, a principal analyst at Minter, says that mini products are a functional iteration of humans' love for tiny objects and can be a valuable marketing tool for companies.

However, the trend also raises environmental concerns. Producing minis can be expensive for smaller brands due to operational costs and manufacturing logistics. The Association of Plastic Recyclers recommends purchasing full-size products and using reusable containers when possible, as packages smaller than 2 inches cannot be recycled in the US system.

The value of mini products is subjective, but for many, the convenience and lifestyle fit outweigh the potential drawbacks. As the mini movement continues to grow, brands and consumers alike are finding new ways to embrace smaller sizes.