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The first thing I see sticking out is a really interesting color,Tasha Farsacisays skeptically.
Courtesy Set Active
The second time we did it, we doubled the inventory and it sold out again.
The third time around, the brand tripled the inventory.
It sold out again.
Carter and her team began working on Set Surprise three years ago.
Set Surprise was a way to move those pieces out of warehouses and to customers.
Madhappy operates in a similar way, sending out Optimist Box promos over email.
Annie and Emily Lustbader, 25-year-old sisters based in Chicago, have purchased the Madhappy Optimist Box twice.
They were already big fans of the brand but used the mystery box to score older, limited-edition items.
Masha Savelieva, 27, has ordered the Madhappy box twice and plans to do so again.
She loves the surprise of it: Its almost like getting a Christmas present, she says.
Le Creusets process works a bit differently.
Cierra Williams, 28, saw TikTok videos about the mystery boxes and bought one at the Philadelphia sale.
Its my entire personality now, she says.
I absolutely would buy it outright [for] full price because its definitely worth it.
A few mystery-box unboxings have gone viral on TikTok, garnering hundreds of thousands of views.
Some are scrolling to compare others boxes to their own.
If you dont know what youre getting, you might get really excited about it.
