Is marketing getting larger while the products themselves keep getting… smaller?

From Jacquemus’ giant handbags to Rhode’s oversized lip gloss installations, brands are going big with their campaigns—but what are we actually buying? Mini bags, tiny perfumes, bite-sized beauty.

This week, we’re unpacking the weird tension between supersized branding and shrinking products, debating why we have such a contrast in the first place.

• Why “mini culture” is everywhere, and how tiny products became luxury must-haves

• How brands use scarcity, aesthetics, and nostalgia to drive big emotion in small packaging

• The rise of the mini creator and why small is big business on TikTok and Instagram