10 Utterly Delectable Food-Inspired Beauty Campaigns You Need to See

Noticed how every beauty brand suddenly seems to be obsessed with food?

From pancakes on Rhode’s Instagram to donuts on Garnier’s, using food to market beauty products has become impressively popular in the industry—and, for good reason. Food-inspired beauty campaigns allow brands to forge an immediate, positive, emotional connection with audiences. 

Humans have an innate positive association with food, be it memories of pancakes for breakfast on Sundays or the feeling of that first bite of birthday cake. When your favourite beauty brand puts their new lip liner next to said birthday cake, suddenly you’re just as excited for the product as you are for the taste. Genius, right?

Yet, not all food-inspired beauty campaigns are created equal. Read on to find out which brands are taking the cake, and which are going in the compost. 

Rhode

@rhode

berry cream puffs with @Clémence Gommy 🍇🫐🪻

♬ Chopin Nocturne No. 2 Piano Mono – moshimo sound design

Hailey Bieber’s beauty brand is possibly the most famous example of food-inspired beauty campaigns, and what consumers are most familiar with. The brand has become known for its deliciously aesthetic campaigns featuring their hero products placed amongst towering goodies. From their Lip Peptide Tints nestled next to berry pavlova, to their Pocket Blush hidden next to a cherry scone, Rhode’s done it all. 

The simplicity of their brand packaging is only amplified by the confections surrounding them, creating endlessly shareable campaigns the internet can’t get enough of. 

 E.L.F

@elfyeahuk

☕️ 🍨 new drop alert: 6 yummy shades of buttery goodness 🍰 🍒 buildable, ultra-glossy, and hydration for days💄🧈 AVAILABLE NOW for the Beauty Squad on elfcosmetics.co.uk & the e.l.f. app (it’s free & easy to join 😉). everyone else: yours from the 6th! 🎉 #elfcosmetics #eyeslipsface #elfyeahuk #elfingamazing #elfglowreviverlipoil #elflipoil #elflipoils #lipoilswatch

♬ original sound – e.l.f. Cosmetics UK

When E.L.F. released six new shades of its Glow Reviver Melting Lip Balm, the internet cheered. 

When it promoted them with a food-inspired beauty campaign, it lost its mind. 

The shades, each named after different foods, lent themselves perfectly to some gorgeous food marketing. The brand created a now viral video showing each shade amongst its namesake food; from vanilla toffee to strawberry shortcake. 

In doing so, E.L.F created an immediate emotional response in viewers, placing a craving for the product in their hearts before they’d even tried it.

NYX 

https://www.tiktok.com/@nyxcosmetics_uk/video/7486888724882623746

NYX saw what all the other beauty brands were doing with food-inspired beauty campaigns and went one step further. 

Rather than simply constructing some aesthetic campaign images to launch its new skin tint, NYX created food-inspired beauty products. Named the Glaze Tint, the product’s packaging is reminiscent of donuts and honey, aided in part by its title. To promote the tint, NYX built a campaign around its glazing properties, culminating in a video of the tint being poured like sauce over a bowl of popcorn. 

Audiences lapped the content up, driving engagement through the roof. 

Rimmel

@rimmellondon

When TikTok made you buy it… and now you can 😉🙌 Shop Rimmel London directly through our videos 🛒 #RimmelLondon #LiveYourLondonLook

♬ ‘Bout It – JMSN

Rimmel took London by storm when it partnered with Kiss The Hippo Coffee in Chelsea to advertise its new Caapuccino Lip Liner. 

The popular beauty brand invited consumers to pop by the cafe from the 22nd to the 23rd of March and receive a free liner with every cappuccino they ordered. Attendees could also enjoy exclusive Rimmel inspired drinks, win free gifts, and take plenty of photos. 

A unique take on the food-inspired beauty trend, Rimmel found a way to make a popular concept work for its unique brand and identity. Genius! 

Fenty 

@fentybeauty

Never wanted a sandwich this bad until right now…😮‍💨 Get into THE yummiest #lipcombo 👉🏻 Peanut Butter Jelly Lips 💜🥜 Our #GlossBombOil in ‘Miss Jellyfish’ links up with #TracedOut Lip Liner in ‘Pnut Butta’ for the most juicy & nourishing pout 🤤 Shop early access NOW ✨exclusively✨ on the @sephora app!

♬ original sound – Fenty Beauty

Fenty is known for its trendy, high-fashion take on beauty. Which makes food-inspired beauty campaigns feel like a bit of a reach. That certainly didn’t stop its marketing team! 

To promote its Gloss Bomb Oil and Traced Out Lip Liner, the brand started a whole new trend: Peanut Butter Jelly Lips. The purple-toned gloss combined with the warm liner creates a Bratz-esque look that had the internet obsessed. 

The gorgeous look was debuted with a deeply aesthetic video featuring product close-ups splashed with decadent-looking PB&Js. A fresh take on the food-inspired beauty campaigns trend that didn’t deviate from its brand identity, Fenty nailed this one! 

Garnier

@

♬ –

Skincare and donuts might not sound like a perfect match, but that didn’t stop Garnier. 

The nature-inspired beauty brand has released the Glazed Donut Skincare Bundle to celebrate Spring, featuring a whole host of products from Garnier’s brightening range. When used together, magic happens, transforming your skin from dull to dewy; so bright and hydrated, one might even call it glazed. 

The campaign has racked in thousands of impressions on social media, aided by an ever revolving cast of influencers bringing it to life. 

Milk 

https://www.tiktok.com/@milkmakeup/video/7468357541303520542.

One of the very first adopters of the food-inspired beauty campaigns trend, Milk has been evoking deliciousness wth its Jelly Tint for sometime now. 

When the now-viral product was first launched, Milk claimed it was “almost good enough to eat”. Since then, the brand has consistently promoted the tint with food, such as placing it amongst gummy bears for TikTok videos, and creating close-up ASMR content that treats the tint like jelly. 

Ultimately, the campaign has put the Milk Jelly Tint on the map, earning it a place amongst the rare beauty products whose fame does not fade. 

Laneige

@laneige_eu

17/03 👀🍩

♬ som original – spotiftwix

Laniege made history by being one of the few high-end brands brave enough to try its hand at food-inspired beauty campaigns. 

Yet, its bet well and truly paid off. The brand has tapped into the trend to promote the release of its Glaze Craze Tinted Lip Serum in Europe, pushing a food-themed campaign out across its socials. From opening the products over a tray of donuts to pouring the tints over donuts

Glossier

@glossier

Balm Dotworld Austin, we loved hanging with you! 🫶 Thanks so much for coming through to show us your Black Cherry love 🍒 #glossier #austin #balmdotcom

♬ 1901 – Instrumental – Phoenix

When Glossier dropped its Black Cherry Collection, it just had to use food-inspired marketing to spread the word. 

From cherry-covered advertisements to a full Chery Balm Dotcom-inspired cake, Glossier did it all. The pièce de la résistance? Balm Dotworld, a moving pop-up stall featuring a human sized cherry, where buyers could adorn their balms with cherry charms. 

Cute? Yes. Effective? Definitely! 

Refy 

@refybeauty

late night snack… #refybeauty #makeup #mascara #lashsculpt

♬ Idyllic jazz bossa nova with piano and guitar(1298871) – TAKANORI ONDA

Refy may be a high-end, editorial brand, but that sure hasn’t stopped it from joining in on some food-inspired beauty campaigns of its own. 

Rather than sticking to the traditional, highly saturated food images of other brands, Refy used sleek white fridges, crisp wine glasses, and fashionable café tables to stay within its aesthetic. 

As such, Refy was able to reap the benefits of the food-beauty trend without having to sacrifice any of its identity. 

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