Remember when you played dress-up as a child? The “toyification” of beauty, jewelry, and accessories in general, emerges globally by a booming kidcore movement. Following Pop Mart’s Labubu craze, playful textures, chunky beads, colorful enamel, charms, and whimsical motifs in oversized, fun designs are dominating. These move beyond delicate looks into bold, nostalgic, childlike expressions, often mixing traditional materials with kitschy elements for self-expressive fun. Curious to explore how maximalism is evolving into a look that feels both youthful and chic? Read on!
Playfulness personified
As part of Pinterest PredictsTM 2026, Pinterest included Gimme Gummy, forecasting that Gen Z and Millennials are driving an ASMR overload of gummy textures. Think bendy phone cases, elastic cheek tints, rubberized nail art, and 3D jewelry. The platform shows surging interest in jelly-inspired beauty, with searches up 100% for jelly candy aesthetics, 50% for gummy bears, and 130% for jelly blush. Global fashion and beauty trade publication WWD predicts the toyification of beauty may enter the scene to stay. In an Instagram post, Beauty Inc. noted that beauty companies have been taking cues from an unlikely outside industry: toys. “Beauty is becoming toyified, designed to be collected, displayed, customized, and loved, not just used. In this space, products aren’t just functional any longer, they’re characters and companions,” said Nick Mowbray, founder of Zuru, the toy company that also incubates beauty brands Monday Haircare, Daise Beauty, and more!
In May, leading consumer trend forecasting service WGSN (Worth Global Style Network) predicted the onset of the Lifestyle Trend: The Kidult Consumer. Shortly after, Business of Fashion posed the question “Who Would Pay $20,000 For a Hamburger Ring?”: speculating about the onset of novelty in the fine jewelry category. MakeUp New York (which also operates in Los Angeles and Paris) noted that beauty was ultimately extending the toyification movement, as consumers sought opportunities for joyful expression within beauty routines. Personalized charms and keychains offer a simple, fun way to showcase one’s personality and engage with tactile play. Hourglass Beauty exemplified this shift with the Charms edition of its Ambient Lighting Edit Palette, featuring a Selfridges-exclusive pop-up where shoppers could customize their palette with personalized charms for bespoke dazzle. Similarly, Tarte debuted signature Maracuju lip products for the holidays with “mystery charms.” Valentino recently revealed the “Blue Spike Collection” with a cute keychain coming in 2026!
Key characteristics of toy-inspiration
Beyond jelly textures, designers are mixing metals with bright enamel, colorful gemstones, and hybrid materials for a bold, chromatic look. Charms and personalization provide the key to this movement heading into 2026, as witnessed by the debut of Michael Rider at Celine’s show at Printemps. Heading into 2026, expect summer camp-style crafts with animal charms, flowers, and kitschy details adorning bags and jewelry. Bag keychains and playful pieces will appear everywhere, signaling a full embrace of childhood nostalgia and self-expression. Watch for oversized cocktail rings, chunky cuffs, and statement earrings, with geometric or avant-garde shapes that feel more like wearable art!
Why toyification resonates now
You may wonderwhy toyification has taken hold now. In an era where sameness can feel tempting, the opposite can appear as a desire to express creativity and personality. As a response to less carefree times, fun beauty and accessory choices offer childlike regression and joy. An obvious shift from delicate jewelry to bold, statement-making pieces carry the ability to transform simple outfits.
In essence, 2026’s toyification refers to adults embracing fun, bold, nostalgic, and imaginative designs. Symrise addresses the kidulting shift by leveraging consumer insight and innovation platforms. These tools help develop flavors and fragrances that evoke childhood nostalgia while also meeting adult preferences for sophistication, wellness, and natural ingredients. Watch in 2026 as Symrise reformulates classic “kid” flavors and scents for adult products!
