Scroll TikTok for five minutes and there's a decent chance an unboxing video shows up somewhere in there. Not the loud, scripted kind either, the quiet type where someone's just lifting a lid off a box slowly, letting the reveal do all the talking. Nine times out of ten, that box has a custom magnetic closure boxes to it, a proper lid and base setup rather than a flat folding container. That's not a coincidence, it's basically become the format the app rewards without anyone officially deciding it should.
Rather than naming specific companies chasing algorithm luck this week, since that list changes practically overnight, it's worth breaking down the actual patterns showing up across categories that keep landing in front of millions of views. Same shapes, same structures, different products entirely.
Beauty Brands Leading the Trend
Skincare and cosmetics brands got here first, mostly because the unboxing moment matches the whole ritual feeling the products are already selling. A custom magnetic rigid boxes with a lid that lifts clean off feels like part of the self care routine rather than just packaging in the way. Slow motion lid removal, a bit of tissue paper, product revealed at the perfect angle, that formula keeps repeating across the beauty side of the app because it just works.
Magnetic rigid boxes specifically show up loads here since rigid board photographs so well under ring lights. No warping, no flimsy corners catching the light wrong, just clean edges that read premium on camera even before the product itself gets shown.
Jewelry and Small Accessories
Small item brands, jewelry especially, lean hard into custom magnetic closure boxes neck boxes because the format naturally builds suspense. Small box, slow reveal, something tiny and valuable sitting inside once the lid finally comes off. That pacing suits short form video perfectly, the anticipation carries the clip even before anyone's seen the actual product.
A magnetic packaging built with a snug fit adds a satisfying bit of resistance too, that gentle pull before the lid releases. No wonder it is a small detail, but it projects surprisingly well through a phone screen. And also keeps people watching to the end instead of scrolling past.
Candle and Home Fragrance
Home fragrance brands picked this up fast as well. Mostly chasing that same aesthetic, warm tones, soft lighting. A box that looks intentional rather than functional. Custom boxes built with a custom magnetic closure boxes shape suit this category nicely since the two piece structure photographs like a little gift even when it's a routine online order rather than an actual present.
Snack and Specialty Food Brands
A slightly unexpected category, but specialty snack and treat brands have jumped on custom rigid boxes too, particularly ones selling something a bit indulgent or gift adjacent. Chocolate, gourmet cookies, that sort of thing benefits from the same reveal format everyone else is using. And the structured shape signals a bit more care than a standard folding carton typically manages.
Streetwear and Sneaker Culture
Footwear and streetwear brands have leaned into this for a while now. Though the custom magnetic closure boxes format specifically has picked up more traction lately. As brands move away from plain shoeboxes toward something with more visual drama for content. A well built custom magnetic boxes suits limited drops especially well. Giving that unboxing a bit more weight, literally and figuratively, than a standard flat container ever could.
Subscription and Direct to Consumer Brands
Subscription boxes and online only brands rely on magnetic closure boxes a lot. Balancing that same premium reveal against shipping costs that would spiral fast with full rigid stock. Lighter material, same structured shape, similar unboxing moment without the weight or price tag of heavier board. This category especially depends on that first physical impression since there's rarely a store visit involved beforehand.
Tech Accessories and Small Electronics
Small electronics accessories, chargers, earbuds, that whole category, have picked up the format too. A printed magnetic closure boxes with a clean, minimal look suits tech branding well. Sharp lines matching the whole polished, considered vibe most tech brands are going for anyway.
Why the Format Keeps Winning
None of this works purely because the box looks nice either. TikTok rewards pacing. And a two piece box with a lid that lifts creates a natural beat, build up, reveal, reaction. That a flat folding box just can't replicate. Whether it's full custom boxes for a luxury drop or a lighter mailer version for a subscription brand. The format gives creators and brands something to actually film. And that turns into free marketing running on a loop across the app, one slow lid lift at a time.
