Are Limited Edition Beauty Releases a Scam? September 19, 2019
From influencer collaborations, co-branded partnerships, to seasonal collections, consumers are constantly bombarded with a slew of limited-edition releases. We’ve reached a saturation point where we are being flooded with limited-edition beauty releases. Are limited edition releases a scam?
In today’s post, we’ll be exploring why brands release so many limited edition products. What are the effects of so many rapid-fire releases? What are my favorite and least favorite limited edition beauty buys? Please keep reading to find out.
What are Limited Edition Products?
According to the Merriam-Webster dictionary, the term Limited Edition refers to:
an issue of something collectible (such as books, prints, or medals) that is advertised to be limited to a relatively small number of copies
In the beauty and fashion community, limited-edition releases are often hyped releases that are done in collaboration with influencers, celebrities, and other brands. Limited edition deals include licensing deals with iconic movie and t.v. franchises, as well as seasonal or themed releases.

Pictured: Melt Cosmetics Twenty-Seven Palette, Il Makiage x Carli Bybel Lip Collection, MAC x Disney’s Aladdin, ColourPop x Halo Top, etc.
Why Do Brands Release Limited Edition Beauty Products?
Limited edition beauty products sell themselves due to the scarcity that surrounds the release, as well as the cyclical buying habits that it influences.
- Influencers and media always hype up limited edition collaborations. For example, limited edition releases done in collaboration with large partners such as Disney or influencers with a loyal fanbase are sure to receive major coverage from prominent voices in the beauty space.
- Beauty collaborations encourage constant consumerism because of the fear of FOMO. More specifically, consumers are prompted to act fast to buy limited edition releases before they sell out.
- Limited Edition beauty releases allow brands to test a new formulas, lines, or concepts. There is less risk involved of new products failing if they are designed to only exist for a short period of time.
- Also, consumers keep buying them! Limited Edition beauty products will keep coming out as long as consumers keep buying them.
Are Limited Edition Beauty Releases a Scam? Let’s Dive into the Unhealthy Side Effects
The constant churning out of limited-edition beauty releases contributes to negative and potentially toxic mindsets, as well as horrible spending habits.
- Brands keep releasing nearly identical products in different packaging. In fact, come brands literally rerelease the same products with different names or packaging.
- Limited Edition beauty releases encourage excessive impulse spending. These products rely on scarcity messaging to build hype.
- Brands may use false scarcity tactics to convince a consumer they *need* to buy their newest release. For example, a brand will claim that a product is ”sold out” but then release more stock a few days or a few weeks later. This is impossible.
- Limited Edition beauty products are often re-released a few months later. Also, they are made permanent in some cases.
- A greater level of wastefulness is generated from limited edition releases. For example, influencers and consumers are quick to snap up and talk about limited edition products. However, these products are typically the first to be decluttered when its time to pair down makeup collections. Often times, influencers use the excuse that they can no longer feature these discontinued products in videos. Moreover, if products cannot be used in videos or posts, then they won’t be used at all.
- Finally, limited edition beauty releases can harm a brand’s reputation. First, consumers will become upset if they constantly have bad experiences trying to purchase a limited edition releases. Second, when collections don’t sell well, the over stock ends up at discount r off-price chains. Once a brand is regularly found at off price retailers, their image is permanently reduced.

Pictured: Melt Cosmetics Twenty-Seven Palette, Il Makiage x Carli Bybel Lip Collection, MAC x Disney’s Aladdin, ColourPop x Halo Top, etc.
Top 3 Favorite Limited Edition Beauty Products
I love a lot of the Limited Edition beauty products that I own. Also, I don’t feel guilty talking about them on my blog. Therefore, I narrowed down my list of top three limited edition favorites to the below.
1 | Anastasia Beverly Hills – Master Palette by Mario
Is anyone surprised by this? Not only is the Master Palette by Mario my all-time favorite palette from Anastasia Beverly Hills, but this grungy neutral palette is one of my most beloved eyeshadow palettes.
I’m bitter that this isn’t permanent in the Anastasia Beverly Hills line up. Also, I nearly missed out on this bad boy. Thankfully, Macy’s beauty department came through for me. Check out my Pan That Palette challenge for more on this palette. See how I ranked my Anastasia Beverly Hills Palette collection.
2 | Melt Cosmetics – Gemini Palette
I originally missed out on the much-hyped and ever-elusive Gemini Palette. In fact, I was so upset to miss out on this palette that I attempted to dupe the Gemini Palette with some grungy indie eyeshadow singles.
That being said, I still purchased the Gemini Palette the day that Melt Cosmetics started selling at Sephora. This is a prime example of a limited edition beauty release that was later made permanent.
3 | MAC x Disney’s Aladdin Collection
The MAC x Disney Aladdin collection is arguably the most divisive limited edition favorite on this list. Ultimately, this collection was not groundbreaking. However, it was quite beautiful in terms of packaging and color story. In fact, the intricate Aladdin-inspired packaging makes my heart swoon.
The above being said, this collection wasn’t the best representation of Aladdin. Moreover, it was troublesome that much of the line did not work for medium-to-deep skin tones given that Aladdin is an Arabian-inspired film. Read my full review of the MAC x Disney’s Aladdin Collection here.

Pictured: Anastasia Beverly Hills Master by Mario, Sultry, and Norvina, Pat McGrath Labs MTHRSHP SUBLIME BRONZE, ColourPop x Disney Villains, Bite Lip Lab Custom Lipsticks, etc.
3 Limited Edition Releases I Regret Purchasing
Unfortunately, not every limited edition release is a win. Some collections are bound to be duds. The below limited edition releases are products that I wish I hadn’t purchased.
1 | ColourPop x Disney Villains Collection
Honestly, I feel heartbroken that the ColourPop x Disney Villains Collection is included in this roundup. First, let me articulate that the quality of the eyeshadow palette and Super Shock Highlighters were wonderful. However, the lip glosses and Jelly Much Shadows left much to be desired. Not only were those products barely tied to the theme, but they were poor quality.
Ultimately, the packaging is what prompted me to purchase this collection. However, the packaging was not enough to make me feel satisfied with my purchase. I rarely reached for the items in this line. Also, by now, I’ve decluttered or tossed most of what I purchased. Read my review of the ColourPop x Disney Villains Collection here.
2 | Kat Von D – Serpentina Eyeshadow Palette
The Kat Von D Serpentina Eyeshadow Palette was a blip in the beauty scene. More specifically, this palette got little hype or love compared to the other limited edition releases on this list. Simply put, this palette was not cohesive. Also, the colors muddied together on the eyes. Therefore, I decluttered Serpentina shortly after purchasing it.
3 | Too Faced – Peanut Butter and Jelly Eyeshadow Palette
I vividly remember staying up all night to order the Peanut Butter and Jelly Palette from Too Faced Website. I anxiously sat at my kitchen table, refreshing the website on the night this was released. To my delight, I successfully got my hands on this petite palette.
To this day, this release remains one of the cutest little palettes. However, the color story inside didn’t inspire me. Therefore, I ended up decluttering this palette.
So, are Limited Edition Releases a Scam?
Although I feel overrun by Limited Edition releases, most of us (myself included) will continue to buy limited-edition releases. Ultimately, limited edition releases are typically successful if they do a good job in embodying the collaborator with whom the brand is partnering. If the brand is successful, consumers will want to show their support.
However, it is important to exercise judgement when determining what we purchase. Limited edition releases should be more than just a collector’s piece. In other words, makeup is not designed just to sit on a shelf for display. Instead, makeup releases, limited edition or not, should be actively used by the beauty lover who purchased them. Why hold on to products that will expire?
So do I think limited edition beauty releases are a scam? Honestly, sometimes they are a scam. However, it is up to us to determine when brands are behaving dishonestly. If we exercise our critical thinking skills, we won’t fall into the same traps.
Ultimately, I wish that more brands moved towards collections with limited edition packaging. This type of limited edition release will tempt die-hard brand fans to purchase immediately. Meanwhile, consumers on the fence will have more time to decide if they want to purchase new releases.
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What are your thoughts on Limited Edition releases? Are you overwhelmed are there any that you’re looking forward to? Please let me know in the comments below.
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this is such an interesting topic in the field of makeup and I honestly agree with you that limited edition packaging provides the ‘best of both worlds’ for the consumers. I definitely do get the hype around limited edition releases though, you always feel so special when you’ve nabbed something that not everyone has!
Limited Edition packaging really is the best of both worlds for me… that hype 100% leads me to making purchasing that I regret, but can also lead to that special feeling when I grab something that was a super “hot” item!
I like your idea of the limited edition packaging, too, LP. Another thoughtful and informative post. You are so right that we should only buy products we would actually use- not just the things that look pretty because make-up has a function, and it’s not meant to be just a decoration in your house.
I agree with you completely – makeup can be pretty and bring joy, but it is certainly not designed to be a household decoration!
Honestly, I know that limited edition products are such a money grab, but I can’t help it sometimes!!! Either my favorite influencer/celeb is collaborating or really gorg packaging just gets to me! The bottom 3 must have been hella disappointing because usually limited edition things already have that bonus of being special but the fact that they still disappoint feels bleaah!
Me too – I was actually super surprised when I took out all my Limited Edition products to shoot the flat lays for this post. If I love the influencer/celeb or feel drawn to the product, I’ll 100% grab it… but it was def disappointing to buy things that I didn’t really love, but felt caught up in the hype to buy.
Urgh I know right! It ends up making me feel like I got duped!
You’ve taught me something new yet again about the makeup world! I do see your point with the limited edition products. I def feel like it’s a great opportunity for companies to raise prices up a bit maybe just cause it’s limited edition hahaha. Yesss these companies are getting so sly with their packaging, it’s what you get it for sometimes! Such a bummer the Colourpop villains edition didn’t click with you.
lol glad I could share more beauty knowledge haha. I agree that it can be a way to raise prices or to convince people they need something they already own that is just in slightly different packaging or a super slight color difference. The CP Villains purchase was a major bummer because of how much I love Disney. The palette is good, but some of the other products were just so-so.
Limited Edition products gets me hooked so easily. Makes me feel like I need to join the hype because it’s not here for long. This is a great marketing tactic but it can be such a money sucker. Sometimes, the ingredients are pretty much the same as other products or are in a slightly different hue. Thanks for sharing all of these facts and faves!
Nancy ♥ exquisitely.me
I haven’t tried any limited editions yet but I definitely want to try some!
I swear limited edition collections make me feel so extremely anxious! I’m scared I miss out if I don’t buy it immediately. I sometimes end up buying products only for packaging (just like you, in the end, I kinda regret buying the Disney x Colourpop Villians Collection but the packaging is just everything) or because I initially thought I liked it but ended up buying it because “it’s limited edition.”
What I see Kylie Cosmetics doing right now is making a limited edition collection (such as her Birthday Collection) and then, later on, relaunch it in normal packaging. This way you can choose if you want the limited edition packaging or if you just want the product once you’re ready to buy it. But the thing what still makes me anxious is that you don’t know this before her launch.. so what if you wait and this time she doesn’t relaunch the product? lol yeah, I wish there wouldn’t be a lot of limited edition products because I can’t handle it.
That would be a great idea to just do limited edition packaging! That would still feel special without the pressure to buy it right away & when it comes back in stock, people who had it first won’t feel jipped & still have a different looking product.
I def agree – I hope more brands move towards this. I’m so tired of buying limited edition versions of products that look nearly identical on the face to other regular products. Ya know? Like clearly I do still enjoy Limited Edition products, but there is just so many of them being released right now!!
I totally get what you mean!