Noticed the same thing, my wife has a few personalities she follows on YouTube and looks forward to skincare product launches and other things being announced. Coincidentally, one of them pushed out their own mystery makeup box and it was a race to purchase one before they "sold out." I see this as just one big marketing ploy to make a bunch of money by selling cheaply made products at high prices because of an image and really pretty branding.

I don't get it, but she enjoys it. As much as I hate to admit, I'm sure I've been sucked into some tech or office product in a similar fashion.