Recently, Ulta Beauty is tapping into the younger market in an unconventional way—by selling toys aimed at children as young as six years old. In an effort to appeal to the next generation of beauty consumers, the retailer has introduced a collection of plastic mystery balls, each priced at $10.
Inside these balls are miniature replicas of Ulta’s popular skincare and cosmetic products, including items like butt polish and wake-up eye gel. While these toys don’t contain any real cosmetics, they are designed to mimic the real products closely.
Launched in October as a collaboration between Ulta and Zuru Toy’s Mini Brands, the line of 68 miniatures has already been a hit. Ulta executives highlighted the collection during the company’s recent earnings call, noting that sales had exceeded expectations.
The toys have become a sensation on TikTok and YouTube, where young girls proudly display their collections. Ulta’s Chief Merchandising Officer, Monica Arnaudo, even mentioned that kids under 14 are “obsessed” with the toys, signaling strong demand from the younger demographic.
Critics of the initiative, such as Dona Fraser from the Children’s Advertising Review Unit (CARU), worry about the underlying message being sent to children. Fraser raises concerns that the toys are part of a broader effort to push children toward adult beauty standards too soon, potentially fueling insecurities and creating unnecessary pressure to conform to beauty ideals.
Despite the criticism, Ulta seems undeterred. The retailer continues to emphasize the overwhelming positive response to the toy collection, calling it a “viral sensation” that appeals to both kids and adults. CEO Dave Kimbell has stated that Gen Alpha, the upcoming generation of consumers, is on track to be even more engaged with beauty products than Gen Z. With this in mind, Ulta is already planning more toy-based products to keep their younger audience hooked.
