The secondhand beauty market is growing, proof that technology and community can make used beauty products profitable for resellers.

WHAT HAPPENED: Online platforms Glambot and Poshmark are normalizing makeup and skincare reselling by using technology that authenticates, sanitizes and repackages products. Just like clothing resale platforms, customers send in lightly-used items and, if approved, sell them to other shoppers directly on the platform.


  • The growing interest in secondhand beauty products goes against the idea that some categories won’t thrive with resale. Beauty products, specifically items placed directly on the face, are among the most personal products consumers use, the ones most likely to share germs and potentially cause harm. The initial consumer and industry skepticism about Rent the Runway—from adoption to hygiene—apply to second-hand beauty products. But developments around counterfeit detection and sanitation technology; the strong social media presence; and online forums promoting the platforms all prove that early adopters can make or break a market.
  • Beauty resale allows “fast beauty” consumers to remain on-trend while solving the consumption problem that fast beauty created. Digitally-native beauty brands like Glossier or Kylie Cosmetics rely on consistent product drops, relevant social media campaigns and affordable pricing that invites consumers to constantly collect beauty products. This ultimately leads them to buy more than they really need to. While fast beauty is still status quo, the beauty resale market enables this same target audience to lessen their carbon footprint and save money.