The viral TikTok trends.

How beauty brands engage with customers in a funny way and interact with fashion industry is showing how increasingly the industry is gaining space in the global market.

Fashion And beauty crossing lines is nothing new but the way indie cosmetics, that has not been born as extension lines of fashion brands, are intersecting their spaces in a more fluid and funny ways. This is the case of viral videos in which beauty brands products such as The Ordinary, Rhode or Olaplex, transform their mini products into funny accessories for shoulder bags or back bags.

From the early months of 2024 we have seen this phenomenon  of personalizing designer or mostly luxury bags with baubles, bangles and beads, but lately also with beauty products, revisiting the legacy of accessorizing accessories. Initially, this The phenomenon even has a name on TikTok: Birkinfying, making reference on what’s inside Jane Birkin’s Birkin bag?

Due to the playful and personalized nature of this trend, there are countless ways to embrace it. You can add small embellishments like keychains, fobs, lanyards, beads, ribbons, and pins to the handles, straps, and zippers of your bag. (Birkin was famous for attaching necklaces for that “jingle jangle” effect she adored and even adorned her Hermès leather pieces with stickers.) Many brands offer delightful options right now—like Anya Hindmarch’s Diet Coke pouch and Edie Parker’s refillable matchbook—allowing you to express your personality through your accessories.

Lately, beauty brands approaches this new trend adding their personal touching viral videos with lip balms or shampoo keychain, ways that probably you’d never carry them on your everyday bag.