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If your cosmetic bag looks more like a dessert menu these days, you’re not alone. Food has always been more than fuel — it’s comfort, culture and an integral part of our lives. Food is crossing over into beauty, borrowing from the kitchen to reinvent what beauty can smell, look and feel like. From whipped textures that feel like frosting to scents that echo your favorite coffee order, the beauty world’s appetite for the delicious is no novel trend.

Beauty lovers are increasingly seeking products that cater to their wellbeing in more ways than one, drawing on flavors and feelings we associate with joy, warmth and even nostalgia. Meanwhile, the rise of “sweet treat” marketing across industries signals a consumer shift in practicing daily moments of indulgence. Elsewhere, consumers are more ingredient-savvy than ever, scrutinizing product labels for harmful additives while prioritizing transparency, traceability and wellness. Brands at the intersection of these spaces are not just selling products, they’re selling rituals and routines that promise transformation and self-care.

Whether it’s through reminiscing on memories or health-conscious ingredients, the intersection of food and beauty is something to watch out for in 2025. Below, we tapped experts from across beauty categories, including Anthonino Olimpio, Mei Kawajiri, Naomi Yasuda, Yasmin Sewell, Carina Chaz and Amy Liu to help us dive deeper into the growing relationship between beauty and how it’s reshaping the way we think about indulgence and wellness.

A Sensory Delight

Beauty’s obsession with food is nothing new, according to Anthonino Olimpio, Fragrance Brand Marketer at Estée Lauder Companies. “Thinking about Y2K, food and beauty was focused on a very youthful, indulgent and camp aesthetic. Now, it’s more minimalist, focused on wellness and the proven benefit of the foods in the formulation.” This evolution is reflecting a broader shift in how consumers engage with beauty, moving from entertaining the past to sensorial rituals that serve a purpose. “[Brands] are tapping into food’s sensory pull — to create products that feel both opulent and playful.” This visual connection creates an immediate bond with the consumer, activating their senses (and memory) before they’ve even used the product.

For Mei Kawajiri, celebrity nail artist, food is not just about consumption — it’s about creating an experience. “I grew up in Kyoto, Japan, where top chefs made the most beautiful food and food is not only for eating; you enjoy how it looks first. That’s how I see food,” she says. Her perspective sheds light on why food-inspired beauty products are often so visually captivating. What is found in food naturally translates into beauty products. “Chefs are artists and when everything is perfect — the color, shape, texture and taste — it draws the most interest,” she adds.

Naomi Yasuda, another celebrity nail artist who often uses food in her designs, the visuals are a huge draw for her. “I’m always attracted to vibrant colors and the look of appetizing food. Color is undeniably appealing and plays a significant role in initial attraction.”

Food-inspired beauty is flourishing by leveraging its universal appeal. Many beauty brands are crafting their products with the aesthetic of food in mind, whether through bright hues reminiscent of candy or soft, creamy appearances that echo the feel of a glazed donut. Rhode did this in 2023 with its Krispy Kreme collaboration, which grew engagement by over 700%, according to Symrise. Within Hypebae and Hypebae Beauty, the brand’s appeal increased 25% from 2023 to 2024. According to a 2025 WGSN report, #GourmandPerfume garnered close to 659.5 million views on TikTok in November and December of last year alone, signaling a larger interest in beauty that blends indulgence and virality. Additionally, this can be seen with Glossier‘s new “Black Cherry” collection, which has delivered 56% more impressions when compared to its predecessors, according to the brand. Food continues to influence Glossier’s decisions, seen most recently in its new “Espresso Balm Dotcom.”

But, it’s not just about what’s in the formula — it’s about how it looks, feels and hits emotionally. “Food is inherently sensual and that’s what beauty is all about — how something feels, looks and makes you feel,” says Olimpio. “When I work with brands on product development, the inspiration board will often include desserts, drinks, dishes — because those references are instantly evocative — they tell a story.” Just a whiff or swipe of color can stir cravings and memories, serving as a guidebook for the development of beauty products.

The Nostalgia Factor

One of the most powerful emotional connections in beauty today comes from food-inspired scents and experiences. The idea that fragrance can evoke a sense of nostalgia is central to the appeal of many food-inspired beauty products. Yasmin Sewell, founder of Vyrao, emphasizes the profound impact that scent-based memories have. “Scent is the most powerful trigger for nostalgia. It offers a direct pathway to the parts of the brain where memories and emotions are stored. That’s why scent-based memories last longer and feel more vivid,” she explains. Whether it’s Loewe‘s viral tomato candle or the aroma of summer fruits like Milk Makeup‘s Cooling Water Jelly Tint, food-related scents evoke warm memories of family gatherings or childhood comfort.

April Gargiulo, founder of Vintner’s Daughter, speaks to the subtler, yet equally powerful connection that food-inspired beauty can make. “Youth is a big selling point in skincare. Tapping into nostalgia makes you think of being younger. It’s a subliminal moment that invokes youthful exuberance and drives purchase,” she says. They take us back to a simpler time filled with memories. You can see this occurring through the industry with e.l.f. Cosmetics’ “Glow Reviver” Melting Lip Gloss to Fenty Beauty’s “Cookies N’ Cream” Detox Clay Mask — a return to fun is another way companies are using marketing to allow adults to travel back in time — and it shows return on investment. According to Hypebae data, e.l.f. has consistently shown strong engagement — reaching an average of six times more interactions compared to other beauty brands.

“Treats have become a source of comfort and stress relief for young people amid the polycrisis,” WGSN reports. These products do more than work — they feel like a hug, a memory or a mood.

“We’re seeing a huge trend coming from food-inspired products in beauty,” says Carina Chaz, founder of Dedcool. “It’s about more than ingredients — food brings products across different categories to life. It taps into another sense, creating these mouth-watering, visual experiences that evoke emotion and familiarity.” Chaz’s perspective emphasizes how food can elevate a beauty product by offering more than just a functional benefit. It enhances the experience, making it feel more like an emotional ritual.

Food and Beauty as Wellness

While food-inspired beauty products are often about indulgence, there is a growing trend that ties food closely to wellness. As consumers increasingly seek out products that are as nourishing as they are effective, the connection between food and beauty is taking on new dimensions.

Sewell believes that food’s role in beauty isn’t limited to aesthetics; it’s about wellness, too. “People are increasingly interested in multisensorial well-being. There’s more emphasis on the health and holistic benefits of the product in both the food and beauty realms.” There are longtime wellness and beauty innovators like Origins‘ “Mega-Mushroom” Relief & Resilience Soothing Treatment Lotion and newer iterations that exist like Farmacy‘s “Honey Glow” AHA Resurfacing Serum that embrace this fusion. They are often formulated with natural ingredients, much like the foods we eat for their health benefits. This reflects a bigger shift, where beauty isn’t just about looking good, but feeling good, too.

A New Era of Collaboration

This crossover isn’t limited to one brand — collaborations between beauty and food labels are taking it even further. According to Sewell, this type of team-up is key to the success of these partnerships. “What makes for a good beauty and food brand collaboration is authenticity. I think collaborations that work best are the ones where the brands share the same values and philosophies.” Vyrao, for example, is partnering with several food-focused brands, including Loco Love and Wild & The Moon, to create products that combine the best of both worlds. The experience of food and beauty is becoming more tangible, even visceral, with restaurants like LPM Restaurant & Bar and luxury perfumer Acqua di Parma following suit. In the past, the duo has teamed up to create a gastronomical collaboration surrounding fragrance launches, further showcasing how these two worlds are more connected than we think.

Amy Liu‘s Tower28 is also embracing this evolving relationship between beauty and food, notably in its partnership with DEUX to create its “ShineOn” Lip Jelly duo. The duo, inspired by flavors such as cookie dough and cake, merges the visual appeal of food with the practical benefits of clean, safe ingredients. “Food is an easy way to bridge the gap between beauty and experience,” Liu says, underscoring how much fun a makeup product can become when it taps into the joy of food.

The Future of Food and Beauty

As food-inspired beauty continues to evolve, Chaz predicts that food and beauty will continue to merge, but with more nuance. She believes that “we’re going to see food and beauty continue to blend — but with more depth. Less novelty, more intentionality.” As consumers become more discerning about what they put on their skin, there will be a greater demand for transparency and authenticity from brands.

Chaz also sees fragrance continuing to evolve as a key point of connection between food and beauty. “Fragrance is moving toward a place where it’s not just a scent — it’s a vibe, a snapshot. ‘Mochi Milk,’ the brand’s newest scent, for example, isn’t just a fragrance — it’s dessert with friends, soft textures and cozy lighting.” As food, beauty and wellness continue to intersect, the future of this trend promises not only to be visually captivating but meaningful, too.

Looking further into the future, Sewell is optimistic. “Energy is most tangible in the natural world and our interactions with its colors, tastes and scents are key. The potential is endless,” she says.

The emotional layering of experience is what makes the fusion of food and beauty resonant with us so deeply today.”The cheekiness, the cleverness and the trend power behind the food and beauty crossover is a huge influence. It just seems like such an organic collaboration for two compatible industries to come together that embody culture, quality, presentation and community — and I believe this will continue,” states Olimpio.

Food-inspired beauty isn’t just pretty, it’s a connection to something personal — that’s why we believe it’s sticking around for the long haul.

For more, check out our deep dive into the connection between sports and beauty.