Just a few years ago, mini cosmetic formats were mainly used as add-ons: samples included with orders or “travel-size” versions of full products. Today, their role is changing dramatically. Minis are becoming a standalone, fast-growing market segment and a real growth tool for cosmetic brands.
Market data confirms this direction. According to Circana, sales of mini cosmetics in the United States grew by 13% year over year in 2025. In Europe, retailers are responding just as quickly – the largest chains are systematically expanding their mini and travel-size sections, treating them not as a complement to the offer, but as a fully fledged product category.
Why are mini formats gaining importance?
This trend is driven by long-term changes in consumer behavior:
- increasing mobility and an “on-the-go” lifestyle,
- the need to frequently test new products,
- price sensitivity combined with a continued appetite for aspirational brands,
- changing beauty routines and the fast pace of trends in the beauty industry.
Today’s consumer expects flexibility. They want to try, compare, and switch without a high entry cost. Mini formats perfectly fill the gap between a sample and a full-size product. For consumers, they offer a safe way to explore a new brand or formula. For manufacturers, they become the first point of contact with the customer – and a real opportunity to build a relationship.
Sachets as a Strategic Tool
In this context, the role of sachets is also evolving. They are no longer just sample carriers. Increasingly, they are becoming part of product and marketing strategy.
They enable brands to:
- create discovery lines and starter sets,
- support product launches,
- test new markets and sales channels,
- lower the entry barrier for new brands and product lines.
A well-designed sachet is now a fully-fledged product – with its own branding, message, and brand experience. It can function in retail, e-commerce, subscription models, beauty boxes, or sampling campaigns.
Cosmetic Sacheting at MG Evolution®
At MG Evolution®, we respond to these changes by offering professional cosmetic sacheting as a real growth tool for brands. We produce mini formats starting from just 1 ml – for testing, discovery lines, product launches, and full commercial products.
Thanks to flexible technological processes, we support brands in:
- launching new products quickly,
- building the first point of contact with consumers,
- optimizing costs when testing product concepts,
- scaling formats that prove successful in the market.
Mini formats are no longer a compromise. They are becoming a conscious choice – both for consumers and for brands. And a well-designed sachet can be the beginning of a long-term relationship with the customer.
Would you like to learn how mini formats can drive the growth of your brand?
Contact MG Evolution® – we will show you how a small format can generate big growth.
