The foodization of beauty:
From influencer narratives to sensory marketing in brand collaborations
In today’s beauty industry, “looking delicious” has evolved from a mere description to a powerful marketing strategy. From “latte makeup” to “donut nails,” have transformed from simple beauty tools to sensory experiences inspired by desserts, drinks, and fruits. This “foodization” in product names and designs serves as a psychological shortcut for brands to attract consumers’ attention, while also inspiring influencer-driven narratives.
The "Food-Inspired Naming" trend in beauty
Not long ago, shower gels smelled like fresh-baked pastries, and lip balms carried the sweet fragrance of orchards. Today, cosmetics are as irresistible as Proust’s madeleine. From "latte makeup" inspired by morning drinks to "donut nails" mimicking the texture of pastries, vanity tables are slowly becoming a dessert menu in their own right.
As far back as Cleopatra's era, the Egyptian queen famously blended kitchen and beauty products. Her signature eyeliner even contained roasted almonds.
These trends reach far beyond visual appeal. They create a fully immersive sensory experience, engaging not just sight but smell and even taste. It’s hard not to feel tempted by a swipe of cola-flavored lip gloss or a dab of strawberry-mousse blush. This multisensory allure isn’t accidental; it’s a deliberate, finely tuned marketing strategy designed to captivate consumers on a deeper, more instinctive level.
NYX x Randy’s Donuts: The perfect collaboration of dessert and beauty
Beauty brand NYX partnered with the legendary Los Angeles donut shop Randy’s Donuts to create a collection of donut-inspired lip glosses and eyeshadows. The products mirror the vibrant hues of irresistible desserts while capturing the cozy charm of a local bakery through their packaging and scents. More than a clever design exercise, the collaboration became a social media magnet, inviting a younger audience to showcase their “delicious looks” and engage with the brand in a highly shareable way.
Beauty as sensory comfort: Psychological marketing in times of crisis
In times of uncertainty, people often turn to familiar, comforting sensory experiences for reassurance. Vanilla lip gloss evokes memories of grandma’s kitchen, while cocoa eyeshadow reminds us of the warmth of hot chocolate. Even the soft, milky tones of cosmetics tap into primal instincts, conjuring the nurturing essence of breastfeeding.
As consumer trend expert Vincent Grégoire explains, "In times of crisis, we need self-comfort and to reconnect with the things that bring us pleasure". These "tasty" beauty trends go beyond aesthetics; They offer a psychological sense of security.
Hailey Bieber & Rhode: The "Foodization" of influencer narratives
Hailey Bieber has become the face of this trend. Her "Strawberry Girl" makeup look and "Cinnamon Cookie" hair color are more than beauty innovations—they’re key elements of her personal brand story. By blending the worlds of food and beauty, she turns makeup into a "seasoning" ritual.
Her brand, Rhode, partnered with Milk Makeup to launch the "Strawberry Milk Skin Collection", furthering the "Strawberry Girl" story and reinforcing her brand identity. This isn’t just about product development; it's a masterful blend of influencer branding and commercial strategy.
Marketing insights: Why does "Foodization" work?
1. Sensory marketing: The scents and colors of food can trigger emotions and memories, enhancing the appeal of products.
2. Social media buzz: By combining influencer culture with playful naming, these products are primed to go viral on platforms like TikTok and Instagram.
3. Cultural fusion: While many "food-themed beauty" collaborations come from the US and Korea, this sensory storytelling strategy holds great potential in Southeast Asia. Brands that integrate local dessert cultures (such as coconut milk, pandan, or mango) to create localized versions will likely spark stronger cultural resonance and social media conversations.
4. Psychological connection: The brain associates food with well-being, so when we apply "peach-scented eyeshadow" or "cherry lip gloss", we naturally feel a sense of pleasure—almost as if we were tasting it.
Conclusion: Influencers as the ultimate ambassadors of brand sensory narratives
From NYX's donut-inspired products to Rhode’s strawberry milkshake collection, these "foodified" beauty trends go far beyond product innovation, they function as rich exercises in sensory and emotional storytelling. And at the heart of this narrative is the influencer.
Influencers do more than showcase products. They transform brand language into lifestyle stories. Hailey Bieber’s "Strawberry Girl" makeup look became a global sensation, not because of the strawberry imagery itself, but because she packaged it into a replicable, relatable, and resonant narrative. This storytelling power is one of the rarest assets in modern marketing.
For brands, success comes from more than launching a product that “looks delicious”. It requires collaborating with influencers who can tell a story that makes people want to “take a bite”. When influencers integrate products into their daily routines, turn scents into memories, and transform colors into emotions, brands stop selling cosmetics and start offering sensory experiences and emotional connections.
The future of beauty marketing is no longer just a visual competition. It’s about who can make consumers "smell the story and taste the emotion". And in this contest, influencers will be the most persuasive storytellers.
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