Clare Varga, head of beauty at trend forecasting agency WGSN , identifies the 'fun factor' as a driver for this trend. "You simply can't underestimate the consumer appeal of anything made miniature," she said. But there's more at play here. "There is a perfect storm of seemingly unrelated factors converging," said Clare. Firstly, the trend for micro products is being driven by the commitment-phobic generation. "Minis allow beauty-loving but notoriously non-brand-loyal millennials to try out different brands and products at a lower cost, while also taking up far less space in their small-but-functional living spaces," Clare said. Secondly, the dreaded 100ml rule for liquids in cabin baggage plays a big part. Hands up if you’ve been burned by trying to stuff all your skin, hair and makeup essentials into one small plastic bag in the departure hall? "The rise of wellness tourism and 'in-flight beauty regimes' has increased demand for travel and security-friendly products," Clare added.