The year 2023 observed a surge in TikTok beauty trends, featuring “blueberry milk” nails, “strawberry girl” makeup, and the “tomato girl” aesthetic. As we transition into 2024, projections for upcoming trends include “cherry cola” lips, “cinnamon cookie butter” hair, and “martini” nails and makeup. Unexpectedly, consumers can now locate Hot Cheetos and Doritos eyeshadow palettes at certain Walmart locations. So, how did we arrive at this intersection of food and makeup?
It is not unusual to ponder the reasons behind the naming of recent trends after food items. Teen Vogue’s inquiry, “Who is a tomato girl?,” exemplifies the inquisitiveness surrounding internet searches for “glazed doughnut” skincare routines. Consequently, what is the correlation between these trends, and why are they associated with food?
In our contemporary era, lip products frequently carry scents reminiscent of cake batter or vanilla, while powdered cosmetics are often also infused with similar fragrances. This evolution is not entirely surprising, given that historical cosmetics and personal care products often contained edible ingredients, with the exception of those containing harmful substances like lead and arsenic.
A historical survey of food-inspired beauty products reveals their evolution through the ages. In ancient Egypt, fragrances were composed of ingredients such as flowers, honey, wine, and berries. Cleopatra, renowned for her beauty rituals, adorned her eyes with eyeliner made from burnt almonds and ash, and famously immersed herself in milk and honey baths.
Subsequently, the Victorian and Edwardian eras witnessed the utilization of natural ingredients such as almond oil, flowers, and cucumber water in homemade personal care products. The 1930s and 1960s introduced flavored lipsticks and cosmetic products to the market, introducing a culinary twist to beauty routines. In the 1970s, Avon launched novelty beauty products shaped like food items, such as lipsticks packaged in bottles resembling Coca-Cola bottles and lip glosses offered in hamburger-shaped containers.
Arguably one of the most iconic food-inspired beauty collaborations was the partnership between Bonne Bell’s Lip Smackers and Dr Pepper in 1975, introducing the beloved soda-flavored lip balm. In the early 2000s, Urban Decay introduced “edible” body shimmers in flavors like honey, marshmallow, and cinnamon, attracting a younger audience with their unique scents and tastes.
Fast forward to the present day, where TikTok and social media have played a significant role in popularizing food-related beauty trends. Brands like Taste Beauty and e.l.f. have embraced culinary collaborations, releasing products inspired by popular food and beverage brands such as Doritos, Hot Cheetos, Chipotle, and Dunkin’. The trend has even extended to Girl Scout cookie-themed collections and collaborations with brands like McDonald’s.
Despite the appeal of these trends, the rapid rise and fall of these limited edition collections may contribute to overconsumption. Reflex Group has branded this marketing strategy as “nostalgia marketing,” capitalizing on the sensory experiences of taste and smell to evoke childhood memories and drive consumer engagement.
In summary, the evolution of food-inspired beauty trends has a rich and diverse history, from ancient beauty rituals to modern social media-fueled phenomena. While these trends may come and go, their influence on the beauty industry is undeniable. Whether through nostalgic marketing or genuine innovation, the intertwining of food and makeup has created a dynamic and ever-changing landscape for beauty enthusiasts worldwide.