How to Make Beauty Merch That Matters

What do dog toys, water bottles, lighters and phone cases have in common? Beauty brands are selling them.

Lately, beauty brands have been going viral for non-beauty products. Also known as merchandise or “merch,” these items allow users to flaunt their loyalty to a particular label beyond swiping on some lip gloss or moisturiser. On social media, users have flaunted special edition make-up bags from brands like Dior and cosmetics label…