A delicious shift is happening in beauty and fashion. Food-inspired products are taking over, captivating Gen-Z with scents, colors, and textures that feel as tasty as they look. Rhode Skin, Hailey Bieber’s beauty brand, sparked this wave with its Krispy Kreme strawberry-flavored lip treatment, which went viral and sold out almost instantly. Certainly, the look and scent that drew fans in. More importantly — it offers the thrill of holding an iconic treat in a surprising form. Beauty and fashion brands are weaving food-inspired elements into products that make everyday routines feel as indulgent as fun.
Beauty and food have long shared a playful link, and now brands are drawing on nostalgic flavors and favorite snacks to create visually and emotionally resonant, sensory-driven products. And with TikTok fueling the trend, we can now find these food-inspired looks everywhere, turning routines into experiences that feel almost good enough to eat. Read on to learn more!
Satisfying style cravings: food meets beauty and fashion
The new wave of food-inspired beauty looks fresh, bold, and designed for a digital audience. In 2024, the “strawberry girl” look—flushed cheeks and glossy lips—dominated social media. Meanwhile, “glazed doughnut” nails, mimicking the smooth, shiny surface of a freshly glazed treat, became a staple. Even hair trends followed suit, with shades like “cinnamon cookie butter” adding warm caramel and copper tones to create a soft, dessert-inspired glow.
These trends echo millennial nostalgia, reminiscent of early 2000s favorites like fruit-flavored Lip Smackers and classic Bath & Body Works or Victoria’s Secret body sprays, yet feel refreshed in the Gen-Z era. Thanks to TikTok’s #FoodTok, which attracts billions of views, food-inspired beauty looks have become viral sensations, drawing audiences who crave the familiar comfort and fun that these styles bring to self-expression
Marketing Gold: Food-Infused Collaborations
Brands are jumping into this culinary craze, creating limited-edition releases that Gen-Z eagerly adopts. Milk Makeup’s grape-colored Cooling Water Jelly Tint went viral on TikTok and sold out twice, thanks to its jelly-like texture and refreshing feel. Rhode Skin’s Krispy Kreme lip treatment boosted engagement by over 700%, proving how much food-inspired products resonate with young consumers. Lanolips joined the trend with a “glazed doughnut” flavor for its popular balm, quickly becoming a best-seller.
Fashion brands are also embracing the foodie influence. E.l.f. Cosmetics partnered with Chipotle to launch a makeup palette inspired by burrito ingredients like guacamole and salsa. Last year, they collaborated with Liquid Death to create a rock-inspired beauty line, blending creativity, humor, and food culture in a fresh and authentic way. Recently, Kate Spade joined M&M’s for a whimsical collaboration, adding a sweet, colorful twist to accessories.
Snackable Style: How Food Aesthetics Are Thriving on TikTok
TikTok’s rapid-fire platform has turned food-inspired beauty trends into cultural moments. From “strawberry girl” blush to “blueberry milk” nails, each trend taps into a universal love for comfort and indulgence, transforming beauty routines into a sensory treat. Products like Sweet Tooth by Sabrina Carpenter Eau de Parfum in “Cherry Baby” and Lanolips’ flavored balms have embraced this approach, with food-inspired scents and flavors becoming significant parts of their business.
Food-inspired trends have arrived to stay. Gen-Z’s love for food culture and viral creativity gives beauty and fashion brands fresh ways to connect. By infusing products with the comforting essence of favorite snacks, brands create experiences beyond function. From jelly-textured cheek tints to Krispy Kreme lip balms and flavor-inspired makeup palettes, today’s products delight in every sense. For Gen-Z, a touch of sweetness truly elevates everything.
