# Beauty Character Keychains Tatcha Introduced a New Moisturizer with Playful, Bouncy Jiyū Chan By Laura McQuarrie | Published 2025-08-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jiyu-chan References: [cosmeticsbusiness](https://cosmeticsbusiness.com/branded-beauty-toys-are-the-next-cult-status-purchase) & [tatcha](https://www.tatcha.com/dewy-milk-moisturizer.html)  Tatcha introduced its lightweight, creamy Dewy Milk Moisturizer with a friendly bunny character, Jiyū [Chan](https://www.trendhunter.com/trends/strawberry-western), to embody the playful essence of its skincare product and bring its texture and personality to life in a fun way. Named after the word for "free," the bouncy companion is a reminder to lighten up and embrace joy. To go with qualifying purchases, Tatcha created a [free Jiyu-Chan Keychain](https://www.trendhunter.com/trends/tangle-x-hiddenwooo-lovely-bunny) to give out to customers, while supplies last. Appealing to a new generation of kidult collectors, beauty brands are creating toys that capture their essence in take-anywhere formats. At a time when [collectible plushes](https://www.trendhunter.com/trends/ulta-beauty-x-squishmallows) are in high demand as playful accessories, especially bag charms, this keychain taps into fan culture and boosts desirability as a limited edition. ## Trend Insights (Trend Hunter) - Score: 7.8/10 - Popularity: 92% | Activity: 94% | Freshness: 47% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Kidult Collectibles Trend:** Beauty brands are capitalizing on the demand for playful, collectible items by creating toys that connect with the essence of their products. - **Fan Culture Merchandise:** Exclusive keychains and plush toys become valuable as they enhance brand engagement and loyalty among fan communities. - **Playful Brand Personalization:** Integrating fun and bouncy characters with products offers brands a unique approach to personalizing their offerings and attracting diverse audiences. ### Industries Being Reshaped - **Beauty Industry:** The fusion of skincare products with collectible items opens up novel marketing strategies for beauty brands targeting younger demographics. - **Toy Industry:** Collaborations between toy manufacturers and beauty brands represent a growing cross-industry trend that appeals to collectors and enthusiasts. - **Merchandising Industry:** Designing limited-edition merchandise for beauty products extends the value chain and draws in collector investment. ## Related on Trend Hunter - [Accessorized Styling Sticks](https://www.trendhunter.com/trends/style-treat-sweet-to-sleek-treat.md) - [Solid Skincare Keychains](https://www.trendhunter.com/trends/purepeak.md) - [Plush Beauty Keychains](https://www.trendhunter.com/trends/ulta-beauty-x-mini-brands-pops-plush-keychains.md) - [Collectible Skincare Sets](https://www.trendhunter.com/trends/skii-crybaby.md) - [Rabbit-Inspired K-Beauty Collections](https://www.trendhunter.com/trends/dearcloud-x-miffy.md) - [Collectible Hand Creams](https://www.trendhunter.com/trends/comfort-hand-cream.md) - [Keychain Beauty Balms](https://www.trendhunter.com/trends/baby-glow-balm.md) - [Keychain Lip Balms](https://www.trendhunter.com/trends/tell-all-juicy-berry-lip-balm.md) - [Olympian-Backed Skin Moisturizers](https://www.trendhunter.com/trends/suni-lee.md)