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Ulta Beauty is the latest retailer to jump on the Mini Brands train — a surprise set of teeny tiny toys that look just like real products. The company who makes it is called ZURU, which has partnered with toy and food brands like Hershey’s and Crayola, and it has even done a Target collection. Now, they have collaborated with Ulta Beauty, and it’s full of adorable tiny makeup and skincare products. But unlike the other products, this specific collection is drawing backlash from some parents.
This collection contains 68 replicas of popular beauty brands, including products from Redken, ELF, OUAI, NYX, Urban Decay, Tarte, Drybar, OPI, and more. They are super cute and look just like the real thing (although they don’t actual contain any real cosmetics inside). However, some parents are worried that the toys will make young kids interested in products that are much too advanced for them.
Kym Robinson, parent of 10-year-old Skyla, said that her daughter wanted to buy real Caffeine Energizing Hydrogel Eye Patches after playing with the Ulta Mini Brands. She told BNN Bloomberg that she felt some of the beauty replicas weren’t “kid appropriate,” and prompted a conversation with her daughter about ingredients damaging their skin in the future. “Don’t worry, you’ll have plenty of time to complain about imperfections,’” Robinson recalled telling her daughter. “She’ll try to use my under-eye concealer, but I’ll be like, ‘There’s nothing to conceal under there.’”
Dona Fraser, head of the Children’s Advertising Review Unit (CARU) for the BBB’s National Programs’ Privacy Initiatives, told the outlet that these toys will “lure” children into Ulta. “What is the message that you’re sending to young children?” she asked. “There seems to be this injection of pressure to be more beautiful or prettier, that you’re not OK the way that you are.”
While we see their point, as a mom, I don’t see any problem with these toys. It reminds me of the mini toys I used to play with my Barbies. For example, I loved the Barbie sets that came with things like tiny phones and makeup. Barbies in general are toys designed to help kids imagine being older, with unique adult careers and fashion choices. And if you don’t have a problem letting your kids play with that, why would you care if they played with tiny makeup that’s not even real? BTW, I also played with toy makeup as a kid, and it didn’t make me want the real thing any younger. Sure, it might prompt your kids to ask for the real makeup or skincare, but that doesn’t mean you have to give in and give it to them. If anything, it can help set up conversations that you might want to have anyway, as more and more young kids are becoming interested in luxe skincare and beauty products now.
Other parents love these toys and how it creates a bonding experience with their kids who love shopping at Ulta with their moms. One happy shopper said, “I bought this for myself and my daughter. We both received unique items and each one was super realistic and cute. My daughter will probably use them as barbie toys, but mine have gone on display on my vanity (:”
“How stinking cute!” another 5-star reviewer wrote. “My daughters follow along with me as a browse the aisles of Ulta all the time. Too little for ‘mama makeup’ but love to pretend and experiment. When we were about to check out, my daughters saw these and their eyes lite up! Perfect!”
These toys are adorable, even if you aren’t ready to let your kids wear makeup or use adult skincare yet (totally fair!). Sometimes, toys can just be toys. If your child is interested in makeup already, this toy probably isn’t going to make them want something that don’t already want anyway.
Looking for some adorable stocking stuffers for your kiddos that won’t break the bank? Check out these options.
