How The Beauty Industry Has Made Strategic Food Marketing Its Recipe For Success

The pairing of food and beauty is a match made in marketing heaven, with strategic food marketing its matchmaker.

Food is a universal language, connecting people through culture, memory, and sensory indulgence. By integrating food into marketing strategies, beauty brands create a multi-sensory experience that’s not just about looking good but also evoking delicious scents, tactile textures, and visual appeal. 

The beauty industry is uniquely-positioned to benefit from this synergy, with products that often incorporate mouthwatering fragrances and “good enough to eat” aesthetics, making strategic food marketing a powerful tool for capturing consumer interest.

STEP 1: START BY MIXING FOOD AND BEAUTY

The root of strategic food marketing in beauty traces back to the idea of luxury and indulgence. Historically, scents and flavors have been used to sell beauty products—from fruity lip balms to dessert-inspired bath bombs. 

Over time, brands like Beauty Bakerie took this idea a step further, building entire identities around food. Beauty Bakerie’s products, such as Cake Mix Foundation and Flour Setting Powder, highlight the playful side of this trend while appealing to consumers’ appetite for both beauty and novelty.

@beautybakeriemakeup

Calling all bakers! Our makeup line is PERFECT for you. 🥰 #beautybakerie #cutemakeup #ultahaul #makeupgifts #giftforbestfriend

♬ Calling My Name-JP – Pandicio Del Toro

But is food marketing for the beauty industry sustainable?

Makeup food trends

Trends like “Strawberry Girl Makeup” or “Latte Makeup” go viral quickly but fade just as fast, raising questions about longevity. While these micro-trends boost short-term engagement, they’re not evergreen strategies. In order to both implement strategic food marketing and maintain relevance, brands must learn to balance jumping on viral trends with creating timeless products.

But what is it about these trends that make them so popular?

“Latte Makeup,” for example, centers on warm, neutral tones inspired by the creamy, caramel hues of a latte. Think bronzy lids, soft brown eyeliner, and a sun-kissed complexion that mimics the warmth of your favorite morning coffee. The appeal lies in its simplicity and universality—latte makeup suits a wide range of skin tones and works for both casual and polished looks.

@haileybieber

Latte Makeup 🥛☕️☕️ but let’s make it head to toe ✨ @rhode skin

♬ Beat – beaty

On the other hand, “Strawberry Girl Makeup” embodies a soft, flushed, and youthful vibe reminiscent of picking fresh strawberries on a summer day. It’s all about rosy cheeks, dewy skin, and lightly stained lips. This trend often incorporates subtle freckling or “natural” imperfections to enhance its fresh, outdoorsy charm.

@jamescharles

thank u for ur service @Hailey Bieber 🍓

♬ original sound – James Charles

FOOD MARKETING DONE RIGHT

Several beauty brands have mastered the art of strategic food marketing through food-inspired makeup trends. 

Milk Makeup’s Jelly Lip + Cheek Stain mimics the bouncy, translucent texture of real jelly, creating a visually delightful and functional product. Whole Ofra’s Glazed Donut Highlighter, popularized by influencer collaborations, taps into the “glazed” aesthetic perfectly, making it both a cult favorite and a viral sensation.

@victorialyn

@milkmakeup Water Jelly Tint lip + cheek stains! All swatches😍🩷💜🧡 Which was your fav? #makeup #beauty #milkmakeup #blush

♬ Dance You Outta My Head – Cat Janice

These brands understand the importance of creating products that resonate with ongoing trends while maintaining high quality. They also nail the timing, ensuring their launches align with relevant food-fueled movements, such as Hailey Bieber’s “glazed donut nails” trend that dominated social feeds.

@kimknails

𝙏𝙝𝙞𝙨 𝙞𝙨 𝙮𝙤𝙪𝙧 𝙨𝙞𝙜𝙣 𝙩𝙤 𝙜𝙚𝙩 𝙩𝙝𝙤𝙨𝙚 𝙜𝙡𝙖𝙯𝙚𝙙 𝙙𝙤𝙣𝙪𝙩 𝙣𝙖𝙞𝙡𝙨! 🍩✨#fallnails #glazeddonutnails #chromenails #nailinspo #rgvnailtech #nailsart #nailsvideotutorial #glamnails #beauty #aesthetic #aesthetics #nailsupply #autumn #fall #fallnails2024

♬ Diet Pepsi – Addison Rae

Collaborating with influencers and celebrities plays a pivotal role in the success of strategic food marketing. When the right ambassador aligns with a product, their reach can turn a quirky concept into a global phenomenon. For example, Bieber’s association with the glazed donut trend brought massive attention to similar beauty products, demonstrating how food marketing thrives when paired with strategic partnerships.

THE FUTURE OF FOOD MARKETING

Strategic food marketing in the beauty industry is here to stay, largely due to its ability to capitalize on the viral success of social media trends. Consider the impact of the “Latte Makeup” craze, which racked up millions of TikTok views and drove sales of neutral, bronzy products. By leaning into these micro-trends, brands can gain visibility, but success requires a careful, strategic approach. 

Just like any trend, in order to stay relevant brands must not only time their launches properly to make sure they align product releases with rising food-centric trends but also collaborate with creators who embody the trend authentically and have a dedicated following. 

@revlon

How CUTE is this cherry mocktail lip combo 🍒🍸 @karlacelis_

♬ original sound – revlon – revlon

But it is not enough for a brand to just throw a food inspired trend on their feed, as that could seem random and give off the vibe that the brand is just trying to be part of the conversation. Rather a brand must incorporate food-inspired marketing as part of a broader, long-term strategy, rather than relying solely on fleeting trends.

IF ONLY THEY TASTED AS GOOD AS THEY LOOK

Strategic food marketing has proven to be a winning formula for beauty brands, offering a deliciously creative way to stand out in a crowded market. By playing into the sensory appeal of food and leveraging the viral nature of micro-trends, brands can create buzzworthy moments that resonate with consumers. However, this success hinges on a sustainable, strategic approach that balances trend-driven creativity with timeless appeal.

The beauty industry’s embrace of food marketing is far from a passing fad—it’s an enduring strategy with endless potential. For brands willing to think ahead, the combination of creativity, timing, and the right collaborations ensures this recipe for success will keep cooking for years to come.

Written by: Maya Mehlman

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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