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Beauty brands are embracing the “die-hard” “Shrek” fandom.

Oct 26 2021

Beauty brands are embracing the “die-hard” Shrek fandom. If there’s one thing undeniably true about Shrek, it’s that the film has one of the largest online fanbases—one that has increasingly become the source of several internet trends, memes, and now beauty and lifestyle products. This week, LaPierre Cosmetics launched its limited-edition Shrek-ish collection to celebrate the film’s 20th anniversary. This isn’t the first time a beauty brand has launched products inspired by the film, either: OPI launched Shrek nail polishes in 2010 and South Korea-based K-beauty retailer Olive Young has introduced Shrek sheet masks and clay masks. Streetwear brand Supreme is also getting in on the Shrek craze and announced in August that the brand would be doing a collaboration inspired by the film after Shrek merch blew up this year. Similar to SpongeBob and Baby Yoda, Shrek is another iconic cartoon character from Gen Z and Millennials’ childhood that the internet (and now beauty industry) can’t get enough of, making them the perfect mashup for even the most unlikely products. YPulse’s Clicking on Community trend research shows that 33% of 13-39-year-olds are part of a fandom, and creating merch and experiences is one way brands can tap young consumers’ niche interests. (Glossy)