# Lip Balm Blind Bags NYX Launched Collectible M&M'S Smushy Surprize Matte Lip Balms By Laura McQuarrie | Published 2026-05-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mms-smushy-surprize-matte-lip-balm References: [prnewswire](https://www.prnewswire.com/news-releases/nyx-professional-makeup-partners-with-mars-to-unveil-limited-edition-mms-smushy-surprize-blind-bags-302759604.html) & [nyxcosmetics](http://www.nyxcosmetics.com/)  Brands across industries are capitalizing on the blind box craze by offering mystery product drops that turn purchasing into an experience, including [NYX Professional Makeup](https://www.trendhunter.com/trends/nyx-x-beetlejuice), which teamed up with [Mars](https://www.trendhunter.com/trends/limited-edition-mms) to drop special-edition [M&M'S](https://www.trendhunter.com/trends/mms-bakery-collection) Smushy Surprize Matte Lip Balm blind bags. This collaboration, a first of its kind for NYX Professional Makeup, sees the beloved beauty brand enter the mystery collectibles space to entice Gen Z and Milennial collectors. Across the fun and nostalgic lineup, there are seven unique Smushy matte lip balms—ranging from sheer to pigment-packed—each inspired by M&M'S spokescandies like Green, Red, Yellow, plus one rare bling bag. Fans who collect all of the shades in the NYX Professional Makeup x M&M'S collection, including the rare find, have a chance to win exclusive prizes. ## Trend Insights (Trend Hunter) - Score: 8.7/10 - Popularity: 96% | Activity: 93% | Freshness: 71% - Audience gender: 30% men, 70% 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 - **Blind-box Retail Experiences:** The uncertainty and reveal mechanics of blind bags are creating repeat-purchase dynamics that shift value from single items to the thrill of discovery and collection. - **Brand Collaboration Collectibles:** Cross-category partnerships between iconic IP and consumer goods are turning everyday products into limited-edition memorabilia with secondary-market potential. - **Gamified Product Drops:** Timed releases, rarity tiers, and prize-linked collections are transforming product launches into game-like events that deepen engagement and social sharing. ### Industries Being Reshaped - **Beauty and Cosmetics:** Makeup and skincare brands are leveraging collectible formats to create ongoing engagement loops and encourage portfolio-level purchasing behaviors. - **Confectionery and Snacks:** Snack companies are extending their IP into non-food merchandise to monetize brand nostalgia and reach new demographics through lifestyle tie-ins. - **Retail and E-commerce:** Online and brick-and-mortar retailers are integrating mystery drops and limited runs into merchandising strategies that increase foot traffic and conversion through scarcity-driven demand. ## Related on Trend Hunter - [Triple-Benefit Lip Balms](https://www.trendhunter.com/trends/tinted-lip-30-spf-moisturizing-lip-balms.md) - [Matte-Finish Lip Balms](https://www.trendhunter.com/trends/mattefinish-lip-balms.md) - [Sunscreen-Inspired Lip Balms](https://www.trendhunter.com/trends/classic-whip-spf-30-lip-balm.md) - [Soda Cocktail Cotton Candies](https://www.trendhunter.com/trends/shirley-temple-cotton-candy.md) - [Transparency-First SPF Lip Balms](https://www.trendhunter.com/trends/playface.md) - [Tangy Dill Lip Balms](https://www.trendhunter.com/trends/burts-bees-x-grillos.md) - [Accessorized Lip Balms](https://www.trendhunter.com/trends/charm-balms.md) - [Cartoon Family Cosmetics](https://www.trendhunter.com/trends/the-simpsons-x-nyx.md) - [Crave-Worthy Lip Balm Flavors](https://www.trendhunter.com/trends/glow-reviver.md)