Makeup Brands Are Selling Mystery Bags Because Everyone Is a YouTuber Now
LatestAn article in Business of Fashion, published Friday, interrogates a new trend in the beauty community: mystery bags. Stylized after the Japanese tradition of fukubukuro, in which citizens line up for “lucky bags” filled with unknown treats to start the new year off with good fortune, brands like Colourpop, Charlotte Tilbury, Fenty and Sephora have all released mystery items to the delight of some fans. If you’re thinking, “Makeup is far too expensive to spend willy-nilly on a surprise—something all but guaranteed to look horrible on my skin tone. What are people thinking?” consider this alternative: it makes for an incredible YouTube video, and everyone is a YouTuber now.