If Labubus Are Out, Beauty Bag Charms Are In — Here Are the 8 Best Ones We Recommend Buying
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The Best (and Cutest) Beauty Bag Charms of 2025
The obsession over making handbags a personality statement became a full-blown phenomenon last year, when TikTok started being flooded with viral videos of fashion insiders “Jane Birkin-ifying” their bags by dolling them up with charms: spanning from the ubiquitous Coach Cherry to the kinds of leather tassels from Miu Miu that strutted down its runway and inspired an instant influx of purchases. Labubus, too, have become a widespread way to engage in what’s now called “charm-maxxing,” an activity whose name is pretty self-explanatory — overpowering a bag’s exterior with no shortage of whimsical, color-happy trinkets that might add unneeded weight but are priceless when it comes to infusing the purse with character.
Now, in 2025’s Q4, the bag charm mania has officially taken on a new identity, and we’re not mad about that one bit. Beauty bag charms seem to be the It-thing, proving to have more utility than your average, widely grinning monster in that they can serve as handy haulers for daily must-haves like lipsticks, perfumes, hair styling sticks, and beyond. In other words, by investing in one (or many) of such beauty bag charms, you won’t need to find a dedicated pouch in which to house them within the vast chambers of your commuter bag. Like with any designer bag charm, what you choose to clip onto your bag’s handles will act as a status symbol of sorts: signaling to passerby that you have great taste and an even better beauty routine.
Think of this as the grown-up version of those Bath & Body Works hand sanitizers we all used to put on our Vera Bradley lunchboxes, whose garishly bright primary colors did nothing for us in the style department. 2025’s beauty bag charms, though, are nothing if not sleek, chic, and luxe-looking… even if they don’t have a luxury price tag attached.
Stumped on the exact beauty bag charms you need to shop in order to satisfy your carryall’s cravings? Think about the skin care and makeup essentials you apply and reapply multiple times a day. If it’s a bold red lip you’re constantly trying to perfect, look no further than Marc Jacobs’ Lipstick Case Bag Charm, which can accommodate whatever your shade du jour is. Always in pursuit of smoothing out your baby hairs and flyaways? There’s the Mini Angelstick + Keychain Duo for the taking from Emi Jay, the brand behind all your favorite celebrities’ favorite hair clips. And if your skin barrier needs a little TLC this fall, treat it to the mini version of The Ordinary’s bestselling Soothing & Barrier Support Serum, which now comes with a little keychain pouch that makes it all the more incentivizing to take advantage of the topical’s powers: reducing redness and evening out skin texture not the least among them.
Now, onto the fun stuff. Here are eight beauty bag charms that deserve to take up prime real estate on your shoulder bag of the season. Prepare yourself for compliments (and queries about where they’re from) at every turn.
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Victoria Beckham Portofino ’97 Necklace
Sure, beauty bag charms are cool, but this one can be repurposed into a jewelry piece, too — making it all the more worthwhile of your time and money. Victoria Beckham’s Portofino ’97 Necklace was made specifically with the star’s Portofino ’77 Eau de Parfum in mind. Though the scent is sold separately, its carrying case-cum-necklace is an objet d’art in its own right: crafted out of gold-brushed brass and equipped with a tiny funnel for easy fragrance transfer. Thread it through both of your bag’s handles to ensure the necklace doesn’t flail around, or, alternatively, secure it to your designer crossbody of choice and reach for the Portofino ’97 whenever you’re missing the magic of its bergamot, vetiver, black pepper, and patchouli notes.
Price upon publish date of this article: $410
Touchland Shearling Hand Mist Touchette
Think of Touchland‘s Shearling Hand Mist Touchette as an Ugg boot in hand-sanitizer case form. The brand beloved for its on-the-go hand mists made a stylish and practical pouch with its bestselling product in mind, and it couldn’t be a better match for your shearling-powered fall ensembles. This beauty bag charm goes one step further than most in that the Touchland Touchette is roomy enough to fit your AirPods, billfold, and ID: taking those practical items to classier heights in an instant. The fact that the holder doesn’t come with hand sanitizer inside might be a good thing, as it gives you a chance to adjust the mist purchase to your preferences. (Will it be Rosewater, Wild Watermelon, or the season-appropriate Spiced Pumpkin-tini?)
Price upon publish date of this article: $25
Jenny Patinkin Charmed, I’m Sure Mini Makeup Brush Set
Say hello to celebrity makeup artist Jenny Patinkin’s makeup brush bag charm, which features five multi-purpose brushes for applying concealer, highlighter, and eyeshadow on the fly, when you have no time to sit by your lighted makeup mirror and contour your face. The cutest thing about this set just might be the fact that the brushes boast full-sized heads but only palm-sized handles, and the pink, vegan-leather cylinder case they come in is also quite a looker. Clip it to your overnight bag, gym bag, or tote for convenience — the ultimate luxury. Per Patinkin, you can also “leave your brushes at home and use it to carry lipsticks and glosses instead.”
Price upon publish date of this article: $58
Marc Jacobs The Lipstick Case Bag Charm
Maximalist and fun-loving, this Marc Jacobs bag charm is made with your best lipsticks in mind but can really store anything from a mini sunscreen to extra press-on nails should you ever encounter a beauty emergency. Our editors adore its modern, trendy charm details, easily attachable dog clip, bright-pink exterior, zip-around closure, and… wait for it… metal base that moonlights as a mirror for stealthy touch-ups during work meetings.
Price upon publish date of this article: $95
Kaja Jelly Charm Lip & Blush Stain With Glazed Key Chain
K-beauty brand Kaja has a proposition to make: Why not carry around a lip and blush stain wherever you go, ensuring a rosy complexion even on the dullest of days? With its very own beauty bag charm, this not only becomes a possibility but an urgent need. You have an option of six shades here, and they’re all boosted with skin-loving ingredients like moisturizing squalane and brightening lemon fruit extract. You and your bag will look the very best with this purchase, as those included baubles work to add feminine sparkle to whatever you happen to be holding in the crook of your arm.
Price upon publish date of this article: $25
Emi Jay Limited Edition Mini Angelstick + Keychain Duo
Emi Jay’s TikTok-viral claw clips have been worn by everyone from Sofia Richie Grainge and Hailey Bieber to Kendall Jenner and Selena Gomez. Now, get ready to meet the brand’s Angelstick Hair Styling Stick, which was miniaturized in celebration of the product’s two-year anniversary. Everything about this bag charm is worthy of “oohs” and “aahs,” from its light-pink finish to the angel wings that bedeck the little capsule. But what’s inside is what truly counts: a formula that gently smooths flyaways, seals back baby hairs, and leads to a glossier, sleeker ‘do. Because everyone deserves to look put-together to the max while running through their daily to-do list.
Price upon publish date of this article: $28
The Ordinary Mini Soothing and Barrier Support Keychain Skincare Gift
We don’t know what’s more surprising: the fact that this beauty bag charm clocks in at under $10 or that it features one of The Ordinary’s most buzzy offerings. The Soothing & Barrier Support Serum, a mini version of which you’ll be getting here, aims to strengthen the skin barrier, sooth redness and discomfort, as well as promote a smoother skin surface and a more radiant appearance. To make matters even more irresistible, it’s accompanied in this particular gift set by a handy, minimalist keychain pouch and a set of stickers for honoring your inner child. Midday hydration boosts have never looked so good.
Price upon publish date of this article: $9.50
Sephora Collection Outrageous Ornament
Though this new, limited-edition Sephora release is meant to hang on your Tannenbaum in a few months, there’s no rule against securing it to your carryall in the meantime. The star of the show here is the Outrageous Plump Gloss, which consists of pink, purple, and blue glitter fragments that grant “a cosmic effect,” according to Sephora, as if the boldness of that Y2K-inspired pom pom wasn’t enough. You’ll be tempted to keep your pout in a constant pucker after trying out the gloss, as it delivers a dewy, high-shine look without any stickiness — treating your lips well courtesy of sunflower seed oil, ginger root oil, peppermint oil, and other high achievers.
Price upon publish date of this article: $14
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Meet the Author
Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on beauty trends worth shopping.
