When you think about merch, the usual suspects come to mind: tees, hoodies, hats, posters. But what if we told you the next wave of merch isn’t something worn on your body — it’s worn on your face?

Now entering the merch scene…custom makeup products: lip gloss, glitter, fragrances, and other beauty items. These aren’t just makeup—they’re a way for fans to tap into the lifestyle and aesthetic of the brands and artists they love.

Why Custom Makeup Merch Works

It’s Fashion-Forward & Fresh

Merch should make fans feel like they’re part of the in-crowd. Beauty is one of the fastest-growing lifestyle categories, and custom products make your brand feel ahead of the curve. Instead of a tour tee, fans can walk away with a lip gloss in the exact shade your artist wears on stage—or a body glitter that brings the festival vibes home.

It’s Practical

Fans will use (and reuse) these items long after the show ends. Lip balm in a branded tube? It’s going in their bag every day. A jade roller with your logo? It becomes part of their self-care routine. Unlike one-time-use merch, these products stick around—and so does your brand.

It’s Shareable & Social

Makeup is inherently shareable. Fans will swatch, snap, and post. A branded lip kit or glitter pot is made for TikTok and Instagram stories. This is merch that not only sells but markets itself through fan-generated content.

What We Can Learn from Rihanna, Lady Gaga, and Ariana Grande

When Rihanna launched Fenty Beauty, she disrupted the industry with inclusivity and trend-setting products. Lady Gaga’s Haus Labs carved out a bold, artistic niche that aligned perfectly with her personal brand. Ariana Grande’s r.e.m. beauty gave fans products inspired by her signature style, instantly connecting beauty to her music persona.

These lines were such a big success because they went beyond makeup—they embodied the identity of the artist. Fans weren’t just buying lipstick, they were buying into the lifestyle, the energy, and the world that these icons created.

You don’t have to be a global superstar to apply the same principle. With custom makeup merch, your brand can give fans that same sense of connection and exclusivity on a scale that fits your business. It’s about creating products that feel authentic to your story and aesthetic.

Who Can Tap into the Trend?

Music Artists & Tours

From popstars to rising stars, beauty products are the perfect addition to a tour’s merch table or VIP package. Imagine a lip gloss named after a hit single or a glitter matches a stage outfit.

Festivals & Live Events

Festivals thrive on vibes and self-expression. Custom glitter, lip oils, and balms make for perfect on-site giveaways or add-ons. They’re also small, portable, and festival-proof. Fans can pop them in their fanny packs and reapply between sets.

Wellness & Lifestyle Brands

For brands rooted in health and wellness, products like jade rollers, lip balms, and solid fragrances align seamlessly. They elevate self-care routines while giving fans a chic, branded product they’ll actually use.

Trending Product Ideas

Lip Gloss & Lip Oil: Perfect for tour drops, especially in shades inspired by an artist’s aesthetic.

Liquid Blush: Adds a trendy beauty product to any VIP box.

Lip Kit (liner, lipstick, gloss trio): A luxe, collector-style merch item.

Glitter: The ultimate festival essential.

Lip Balm: The simplest but most effective giveaway—lines will form (and keep forming).

Jade Roller: A self-care tool that connects with wellness-forward audiences.

Solid Fragrance: A chic, travel-friendly merch item that feels elevated and unique.

Be Ahead of the Curve

Custom makeup merch is still under the radar, which means brands who jump in now get to set the trend. Fans crave products that feel fresh, exclusive, and aligned with their lifestyle. This is more than merch—it’s a beauty experience tied to your brand.

So whether you’re an artist about to hit the road, a festival creating unforgettable fan experiences, or a wellness brand looking to elevate your offerings—custom makeup is the move.

Ready to create your own custom makeup merch? sales@culturestudio.net