As beauty brands increasingly lean into merch as a means to expand their audience and build brand identity, WWD rounds up the latest — from lip oil-holding tumblers to coffee table books.
1. E.l.f. Cosmetics x Stanley Quenchers and Tumbler Lip Oil Holders
Starting at $6 at Target and elfcosmetics.com
E.l.f. Cosmetics x Stanley Tumbler Lip Oil Holders
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In the ultimate crossover of Gen-Z-loved brands, E.l.f. Cosmetics and Stanley teamed up to launch limited-edition tumblers inspired by E.l.f. lip oil shades. And because the only thing the internet loves more than a Stanley cup is an accessorized Stanley cup, the collab is complete with matching, clip-on lip oil holders and sticker packs.
2. Bubble Skincare Lip Balm and Bubble Charms
Starting at $9 at hellobubble.com
Bubble Skincare Lip Balm and Bubble Charms
Bubble’s new Tell All Lip Balm comes in a rubber keychain holder for on-the-go ease, and offers add-on charm packs featuring motivational mottos and miniature depictions of hero products like the teal-and-orange Slam Dunk moisturizer.
3. Rabanne 1969 Makeup Clutch Highlighter
Starting at $210 at rabanne.com
Rabanne 1969 Makeup Clutch Highlighter
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Rabanne’s space-age-y 1969 bag has been reimagined as a makeup clutch, featuring inside it a gold highlight powder inspired by the hero purse’s metallic sheen. Like the original bag, the makeup clutch is customizable, with gemstone charms starting at $32.
4. Glossier Birthday Tee
$38 at glossier.com
Glossier Birthday Tee
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Considering one of Glossier’s earliest launches was a gray crewneck embossed “Glossier” in bold, black type, it’s only fitting the brand is commemorating its 10th anniversary with another shirt — this one adorned with the many stickers and Glossier insignia of years since.
5. Too Faced Bauble Gloss Ring
$22 at toofaced.com
Too Faced Bauble Gloss Ring
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While hybrid phone case/lip balm holders may have been all the rage this year thanks to a February launch by Hailey Bieber’s Rhode, Too Faced is offering a more retro take on the wearable lip treatment trend with its new gloss ring. It’s an apt approach for one of the brands driving TikTok’s “discontinued beauty” craze thanks to similarly quirky 2000s-era products like its former Peach Puff Lipstick and Mascara Melt Off.
6. Merit The Retrospect Book
$52 at meritbeauty.com
Merit The Retrospect book
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Commemorating the brand’s foray into fragrance with its pear-infused Retrospect Extrait de Parfum, Merit has released a 90-page book detailing the making of the perfume in partnership with The Gentlewoman. Inside lie interviews with perfumer Fanny Bal, musings on the relationship between fragrance and self, and more.
7. Poppi Heartbreaker Baby Tee
$35 at drinkpoppimerch.com
Poppi Heartbreaker Baby Tee
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In tandem with the prebiotic soda brand’s newest cherry cola flavor, Poppi has launched a batch of cherry-themed merch, including this ruffle-trim, cropped T.
