Air travelers in the United States recently cheered the TSA's repeal of shoe removal policies at security checkpoints. Now, Homeland Security Secretary Kristi Noem is hinting that liquid limits in carry-on baggage may also be on the way out. What does this mean for mini and travel-sized beauty and personal care?
Per a recent report, Noem said, "The liquids, I'm questioning. So that may be the next big announcement is what size your liquids need to be."
The current regulations require that any liquids, gels or aerosols taken onboard must be in containers of 3.4 oz or less and contained within a single, clear, quart-sized bag. Passengers are limited to that one quart-sized bag.
While this is far from a sure thing, there appears to be momentum in the current U.S. administration to roll back certain travel restrictions.
The global beauty and personal care travel market, inclusive of hair care, body care (washes and deo) and oral care, is reportedly projected to reach $41.6 billion by 2032, expanding at a CAGR of 4.60% during 2024–2032.
These figures would likely be impacted by any regulatory shifts in beauty's largest market.
But of course the appeal of travel-sized products/minis isn't limited to regulatory compliance.
Mini sizes offer an accessibly priced way to try a new product or brand. They also allow shoppers to purchase multiple SKUs to switch up routines, a phenomenon often seen in the fragrance space.
Regulations aside, mini sizes are also convenient for travel. Downsized formats pack easily and are simple to incorporate into one's daily routines for on-the-go refreshes.
Minis also ensure consumers use up all of the product they buy, minimizing waste, while smaller pack sizes can theoretically offer a greater degree of sustainability, depending on the consumer use pattern.
Finally, minis are simply a great and easy gifting option, which is perhaps why these formats do so well during key holidays.
Whatever decision the TSA makes regarding liquid limits, it's clear that beauty and personal care travel and mini sizes will persist, even if the market is reduced.
