Fever on networks, gloss-chaveiro transforms makeup into accessory and conquers generation Z

In the wave of the maximalist keychains, labubus and other hangers to hang in the bag, gloss key is also becoming a great success among young people and on social networks. The product has become the object of desire with packaging ranging from cute to minimalist and a fastener that transforms the makeup item into an accessory.

Last year, national brands (such as Fran by Franciny Ehlke, Mari Maria Makeup and Dudah Beauty) and imported (such as Fenty Beauty, Kiko Milano and Glossier) launched their versions or accessories that allow us to transform a common lip balm or gloss into a keychain. In addition, there are the thousands of DIY videos (do it yourself) on Tiktok where users teach you how to create your own keychain, suggest pendant customizations, and display your hanging-hanging glosses on bags and backpacks.

Nina Grando, a trend researcher, explains that the key glosses have not emerged out of nowhere: “They accompany an aesthetic trend that has been growing, which is maximalism.” This fashion also rescues the look known as Y2K, inspired by the 2000s, bets on excess, kitsch – stressed by considered brig, tacky and exaggerated elements – and in cute or fun details hanging from the bag or clothing.

In addition to aesthetics, Grando recalls that there is a behavioral layer behind the fever. For her, this object, as well as her like, embark on the “Kidult” trend, which consists of bringing childhood elements to adulthood in an attempt to cling to positive feelings. “It is also a form of escape from such a terrible world, with wars, very high cost of living, inflation, generation Z with no prospect of having home of their own.”

Another trend that enters this wave is the “Cacareco Girls”, as Grando explains. They are girls and women who carry key chains, dolls and miniatures in the bag, backpack and even in the belt. She points out that the popularity of these items has grown a lot from 2024 here in a movement driven by social networks.

Although there is no age to adept at these items, generation Z is the main fan of gloss key and is the one who else explores these hangers as a way of showing style. “They don’t look at style just like a piece of clothing, a haircut or makeup. It’s all: the playlist, the games, the fan club it’s part. And the keychains are a way to translate all offline, ‘explains the researcher.

Student Nicholas Street, 20, is one of the adherents of gloss key. He acquired the Fran brand Lip Honey, which features hive packaging inspired by the cosmetic honey fragrance, after being interested in the product in Tiktok and Instagram videos. But, according to him, the main attraction for the purchase was not the possibility of hanging it on the bag, but the product quality and the beautiful packaging.

Despite the fun aesthetics, the keychain shape is not always functional. The student, for example, says he never hanged the lip gloss in his bag. “I was afraid that someone would steal. I think the concept cool, but it’s not so practical for everyday life.”

This is also a factor very much commented on the networks of those interested in the item. Some users point out that, as the keychain part is on the lid, it is necessary to take the whole bag to the mouth or remove the item before applying. Accessories that act as a cover that allow you to unleash the gloss or Balm when applying do not suffer from this problem, although they are less safe.

Even so, for the researcher, the feeling of practicality is not the only factor that drives this fever. Grando points out that the gloss in keychain version carries a symbolic weight. “It’s like any garment or accessory you show in public. Gloss is part of your aesthetics, shows the brand you follow, which is a trend in Tiktok. It’s a way to signal that you are tuned,” he says.

For her, this fever of the Key Glosses can pave the way to other cosmetics. “If the brands are smart, let’s see solar protectors, solid perfumes, all in mini version, hanging in the bag,” he bets.