Sanrio Collaborations Take Over the Skincare Scene: What’s Driving the Surge?

Sanrio’s iconic characters Hello Kitty, Cinnamoroll, My Melody, and more are making a strong comeback across industries, charming consumers in everything from food to fashion. But one sector where their influence is especially pronounced right now? Skincare.

Let’s take a closer look at the types of beauty products these characters are now featured on, and why Sanrio collaborations are suddenly everywhere.

1. Shifting Consumer Trends

The rise of “kidult” culture has brought a wave of nostalgia-driven consumption. Millennials and older Gen Zs who grew up with Sanrio characters are now adult consumers with buying power. For younger Gen Z, the retro aesthetic evokes sentimental value, creating emotional triggers that drive purchase decisions. At the same time, cuteness itself has become part of identity for MZ consumers—“cute” isn’t just aesthetic, it’s self-expression.

2. Strategic Brand Repositioning

Many skincare brands are leveraging Sanrio collaborations to soften or modernize their brand image. What may have once been perceived as traditional or bland becomes suddenly playful, nostalgic, and visually engaging. Sanrio characters help brands cultivate a friendly, approachable image especially appealing to a younger, trend-conscious audience.

3. Maximizing Viral Potential

Sanrio’s visual charm is tailor-made for viral social content. Platforms like TikTok and Instagram are flooded with unboxings, GRWMs, and mini reviews of Hello Kitty-themed mists or Kuromi cushion compacts. These products not only look good on skin, but also on camera.

Limited-edition collaborations further stoke demand, creating urgency and boosting early sales—an ideal formula for rapid sellouts and FOMO-driven purchasing.

4. Sanrio’s Licensing Shift

Behind the scenes, Sanrio Japan has shifted its licensing strategy. Once conservative with partnerships, the company is now more open to international collaborations particularly in Asia. Korean and Taiwanese brands have led the charge, fueling a new wave of K-beauty collabs that feature globally recognized characters in new, localized ways.

This signals a larger globalization strategy for Sanrio, one that prioritizes cultural flexibility and regional market appeal.

5. Takeaway: It’s All About Personalization

Today’s consumers no longer shop strictly for utility they seek products that reflect their personality and aesthetic. With core skincare functions now a given thanks to technological advancements, brands differentiate themselves through emotion and design.

Character collaborations, especially with nostalgic icons like Sanrio, fulfill this demand perfectly.

These characters were always beloved but their sudden boom in skincare reflects a perfect alignment with current trends: retro charm, collectibility, and camera-ready appeal. In the age of social sharing, products that are both functional and adorable aren’t just desirable they’re inevitable.

6. Sanrio Meets Skincare

From pimple patches and face mists to hand creams and serums, Sanrio-themed skincare has arrived in full force. Collaborations with brands like Starface, The Crème Shop, CNP Laboratory, and Olive Young’s in-house labels prove that cute packaging, combined with credible formulas, can win both hearts and market share.

What started as a novelty has grown into a full-blown trend and it’s not slowing down any time soon.

<2025 Sanrio Skincare Collabs You Need to Know!>

① Numbuzin × Pochacco (Tanning Pochacco)
- No. 1 Clear Filter Sun Essence SPF50 50 mL 
- No. 1 Pantothenic B5 Active Soothing Serum 50 mL 
- No. 1 Centella Re‑leaf Green Toner Pad 
- No. 1 Pantothenic Acid Skincare 100 Blur Powder 
- No. 1 Pantothenic B5 Active Soothing Mask Sheet
- No. 1 Pantothenic B5 Active Soothing Cream

② Mediheal × Kuromi (Tanning Kuromi)
- PDRN Lifting Pad
- Rose PDRN Essential Mask Sheet

③ Cell Fusion C × My Melody (Tanning My Melody)
- Blemish Toning Sunscreen 35 mL
- Aquatica Cooling Sunscreen 35 mL
- Laser UV Sunscreen 35 mL
- Post α Cooling Pad
- Post α First Cooling Mask Sheet
- Post α Cica Cooling Mask Sheet
- Post α Cooling Skin Booster Serum 150 mL +30 mL

④ b.clinicx × Pochacco (Tanning Pochacco)
- Body Lotion (Whitening / Tone-Up)
- Body Wash
- Body Mist
- Body Cream with Gua Sha

⑤ Labo‑H × Cinnamoroll & Pompompurin (Tanning Cinnamoroll / Pompompurin)
- Shampoo
- Hairline Ampoule
- Treatment Capsules
- Ampoule Tonic

⑥ MediCube AGE‑R × Kuromi
- Booster Pro

⑦ Innisfree × My Melody / Cinnamoroll
- Retinol Cica Ampoule
- Retinol PDRN Ampoule
- Retinol Cica Pads