Sell: Labubu toys, Touchland hand sprays, and Rhode lip cases are fueling the dopamine drop era – where small, stylish luxuries deliver big emotional payoffs
Between the steep price hikes at mega luxury brands causing many to think twice about where they want to invest and the extensive designer shuffle at top fashion houses, many consumers, particularly neophyte luxury shoppers, are turning towards smaller ticket, yet trending purchases to signal their understanding of the cultural zeitgeist. Today, what’s really redefining the aspirational landscape isn’t so much the latest it-bag or limited-edition sneakers, but rather it’s a perfectly designed Touchland hand sanitiser dispenser, a sculptural Rhode iPhone case that chicly holds a lip balm, or a viral Labubu collectable toy.
These aren’t just products – they’re tiny status symbols, aesthetic affirmations, and digital flexes all rolled into one.
Welcome to the age of micro-luxury.
“On the consumer side, this is yet another clear example of how powerfully social media shapes trends, taste, and attitudes toward fashion,”
says Mimma Viglezio, a Creative Consultant, Editor and industry insider.
“But in many cases, people don’t necessarily know if these products are good, beautiful, or even useful; they just feel the need to be part of the culture. They want to show their relevance by knowing, loving, and owning the trend of the moment, whether it’s a hand spray, an Instagram challenge, or the newest café in town.”
What’s driving this shift is more than just budget-conscious consumer behaviour. We’re living, as Business of Fashion and American music critic and historian Ted Gioia have both observed, in the age of dopamine culture – where content, consumption, and even luxury are engineered to deliver rapid, repeatable hits of pleasure. At a time when doomscrolling feels like an olympic sport and instant gratification seems to be the only kind anyone wants to enjoy, the high no longer comes from owning something rare and expensive. It comes from that moment of micro-indulgence – the hit of serotonin when a perfectly packaged product arrives, is unboxed, and instantly shared with a curated caption across all social media platforms.
This is where micro-luxury thrives. These brands understand that in a visual and viral economy, design is value. A matte pastel bottle, a custom font, a sensorial texture – these things aren’t add-ons, they’re the product. They don’t sell heritage; they sell aesthetic intimacy. They’re not built for heirloom longevity, but for the moment – one beautifully lit flatlay at a time.
“On the brand side, this is a strategic use of social media not only for visibility but also as a response to the fading interest in traditional fashion accessories,”
explains Mimma.
“That decline is partly due to a sense of betrayal and broken trust, growing disillusionment, and the absurd inaccessibility of many products due to ridiculous prices.”
The bigger luxury players are taking notes. Louis Vuitton is entering the beauty space, the traditional touchpoint aspirational shoppers turn to for their first designer brand purchase. And the return of the luxury bag charm, long embraced by houses like Hermès and Fendi, sees new playful options from Chloe, Loewe, Valentino, Miu Miu, Alaia and Coach. Not to mention branded fashion jewellery pieces. The maisons are distilling their codes into smaller, more shareable luxuries. Status now comes in compact sizes and travel-friendly packaging – ready for the grid, not the safe.
Whether micro-luxury is just a passing trend, a designer descendant of the Tamagotchi, or a true recalibration remains to be seen. But in an industry that once demanded displays of understanding the codes of luxury and cultural awareness ( who could forget the "ludicrously capacious" Burberry bag moment on Succession), the most powerful statements today might just be the smallest.
