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A new wave of celebrity-driven fashion influence is unfolding and it’s not a luxury bag or shoe in the spotlight, but a jagged-toothed doll named Labubu.
In May 2025, actor Ananya Panday was spotted with a pastel pink Labubu charm clipped to her handbag, subtly joining a growing list of global stars who have integrated the quirky creature into their everyday ensembles. From David Beckham to Dua Lipa, celebrities are quietly weaving branded collectibles into their personal style, igniting an unexpected retail frenzy. Each appearance is triggering massive consumer demand, often sending fans into queues, online bidding wars, and overnight campouts outside stores.
The Labubu doll, created by Hong Kong artist K-Sing Lang in 2015 for a children’s book series called The Monsters, was never designed to be mainstream. Characterised by its fang-lined grin, pointy ears, and wild eyes, it drew from Nordic mythologies and quickly gained cult status when toy retailer PopMart began selling it in 2019 through blind boxes—sealed packages where buyers don’t know which version they’re getting. The element of surprise soon became addictive.
In 2024, Labubu’s trajectory changed dramatically when Lisa from BLACKPINK, with over 100 million Instagram followers, shared a photo featuring the doll. Within weeks, celebrities across Hollywood and Asia began carrying Labubus. Designer collaborations followed, including limited-edition releases with Union and Louis Vuitton, transforming the creature into a luxury collectible.
According to retail analysts, this style of unscripted product integration has become one of the most effective ways to seed cultural relevance. “Consumers see their favourite celebrities using a product naturally, not selling it—and that’s what makes it aspirational.”
After Ananya Panday was seen sporting a Labubu charm, Lakmé—the beauty brand she prominently endorses—quickly joined the trend, sharing a creative post featuring Labubu playfully holding a tube of sunscreen.
The commercial results are staggering. In 2024 alone, Labubu contributed approximately 3 billion yuan (over $400 million) to PopMart’s revenue. On peak days, the toy helped the brand earn as much as $1.6 billion, according to The Business Times. Standard dolls retail at $30, but rare editions can fetch upwards of ?48,000, with some resales crossing the $2,000 mark. Online, counterfeit versions—nicknamed “LaFufus”—are now flooding the market.
Experts point to aesthetic psychology and a growing nostalgia wave among adult consumers as driving factors. “Labubu isn’t conventionally cute, its visual oddity creates something called semantic instability—it disrupts the brain’s expectations, which actually increases fascination and attachment.”
The concept isn't new—Smurfs were once among the earliest global collectible crazes, with fans hunting for different figurines decades ago. Time and again the brands have tapped into the element of surprise to drive consumer interest. Recently, Kinder Joy launched a Harry Potter collection, and earlier, Pokémon collectibles used a similar strategy. By keeping the exact item a mystery until after purchase, these campaigns built anticipation and excitement, encouraging repeat purchases and deeper consumer engagement.
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