When Glossier's founder, Emily Weiss, declared in 2014 that she aimed to build "a brand whose sweatshirt you want to wear," it was a groundbreaking concept. However, no one could have foreseen the extent to which the merch-ification of beauty would dominate the industry in the following years.The pink Glossier hoodie became the original beauty merch status symbol after photos shared by employees on Instagram went viral on social media among Glossier fans. According to the company, a pre-sale waitlist grew to over 10,000 people, and the sweatshirt sold out multiple times. More importantly, the idea of creating "a brand whose sweatshirt you want to wear” created an entirely new category within beauty: beauty merch.The current beauty merch market is saturated, with almost every brand offering some sort of merchandise alongside its products. Beauty merch exists on a spectrum: many brands play it safe by offering things like stickers, water bottles, sweatshirts, or hats. Other brands go bold, creating custom products that speak to a brand’s unique personality and identity.As the beauty merch industry continues to grow, consumers are getting bored with the same standard merch offerings. They don't want or need more tote bags. To win the beauty merch wars in 2025, brands must be bold and innovative.Some beauty brands have made a name for themselves with their unique and unconventional merchandise over the last ten years. Here are a few of the most noteworthy (and often outrageous) examples.