Even before mystery boxes became a permanent fixture in drugstores, consumers had already grown accustomed to the idea of buying “blind” thanks to a phenomenon that exploded in pop culture and the collectibles world: the Labubu trend. Characteristic figurines sold in sealed packaging, without any information about the specific variant inside, revealed a key shift in consumer behavior: we no longer buy just a product we buy the emotion of discovery. The moment of opening, the tension, curiosity, and joy, sometimes mixed with slight disappointment have become an integral part of the shopping experience. It is precisely this psychological mechanism that beauty brands have successfully adapted to their own territory.
In drugstores, we are increasingly seeing mystery boxes filled with lip glosses, fragrances, or eye makeup. They sit alongside classic products, yet operate in a completely different way, because they do not promise specifics, but rather a story. A mystery box that just a few years ago was a novelty is now becoming one of the most engaging marketing tools in the beauty industry. It combines emotion, storytelling, subscription-based models, and sensory experience-elements that brands use not only to sell, but above all to retain customers for longer.
Why did the mystery box conquer the beauty world?
A mystery box is, at its core, a surprise box: the customer knows they are buying a set of cosmetics, but they do not know its full contents. Sometimes they are informed about the total value of the products or are promised the inclusion of a brand bestseller. Sometimes—absolutely nothing.
And that is precisely why it works.
The key emotions the customer is actually buying:
- Surprise – opening the box feels like a gift from yourself to yourself.
- Adventure and discovery – a rare sense of genuine “wow” in e-commerce.
- A sense of value – boxes often contain products whose value exceeds the purchase price.
- Convenience – instead of searching for new products on their own, customers receive a thoughtfully curated set combined with the element of surprise.
Brands that do it right
There is no shortage of brands on the market that make excellent use of the potential of mystery boxes.
On the Polish market, Eveline Cosmetics stands out – a mystery box filled with bestsellers.
Eveline has launched limited-edition surprise boxes containing full-size products whose combined value exceeds the price of the box itself. Jewellery or a small gadget is often included as well, which further strengthens the feeling of receiving a gift. It is a perfect example of combining a strong product offering with added emotional value.
In the luxury segment, Charlotte Tilbury – Beauty Treats Mystery Box is worth highlighting.
This well-known premium brand regularly offers mystery boxes featuring a mix of makeup and skincare products. These sets sell out quickly and generate significant buzz on social media. It is an excellent example of how the mystery box format works just as effectively in the luxury market.
Why are mystery boxes profitable for cosmetic brands?
- High engagement and virality – a format perfectly suited for TikTok and Instagram.
- Introducing new products – without the pressure of traditional sales mechanics.
- Building loyalty – emotions encourage customers to return.
- Product portfolio management – from bestsellers to products that need greater exposure.
Packaging is the key to storytelling
A mystery box without exceptional packaging simply does not work. It is the stage on which the product plays the leading role.
Good packaging should provide:
- an intriguing, mysterious design,
- a solid construction,
- layered opening,
- an element of surprise,
- eco-friendly materials and conscious design.
Packaging is a tool of sensory marketing and a carrier of emotions.
The final story: how does a good mystery box work?
The box stands on the table. You open the lid. Beneath the paper, the first cosmetic appears, then another. At the very end, there is a card with a short message a sign that someone planned this moment especially for you. An ordinary day turns into a small celebration. And you… feel like coming back for more.
And that is exactly why the mystery box is a trend that is here to stay. Because in a world of fast, impersonal online shopping, it offers what is missing most: emotion, narrative, and experience.