Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Makeup Brands Are Selling Mystery Bags

Inspired by a traditional Japanese custom, popular beauty brands like Colourpop, Tatcha and Charlotte Tilbury are selling mysterious ‘lucky bags’ filled with products. But are shoppers being duped?
Tatcha mystery bags | Source: Courtesy
By
  • Kati Chitrakorn

LONDON, United Kingdom

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON