Why Beauty Brands Are Obsessed with Food-Inspired Marketing
Key Takeaway:
”Food-inspired marketing lets beauty brands create emotional, sensory experiences that customers want to share and remember. When done well, it turns everyday products into crave-worthy, culture-driving favorites.”
Yes, That Lip Gloss Really Does Smell Like a Cinnamon Roll
There’s a delicious new trend in the world of beauty marketing—and it’s edible-inspired. Brands like Rhode and Glossier have started serving up skincare and makeup campaigns that look and feel like a trip to your favorite bakery or juice bar. From cherry-themed lip balms to cinnamon roll-scented glosses, the beauty industry is tapping into food culture to connect with customers in a more sensory, emotional, and downright fun way.
So what’s behind this food-meets-beauty strategy? In short: it works. Food is comforting. It’s nostalgic. It makes us feel something. And when you can connect those warm, fuzzy feelings with a product, you don’t just make a sale—you create a fan.
Serving Up the Strategy: Why It Works So Well
Food hits different. It activates memories, moods, and cravings in a way few other things can. When beauty brands infuse their products with food-based visuals, scents, and names, they’re tapping into multi-sensory marketing—which has been proven to increase emotional engagement and product recall.
This tactic also creates an opportunity for storytelling. Instead of launching “just another lip balm,” brands like Rhode launch a Cinnamon Roll Lip Tint tied to Hailey Bieber’s Sunday baking ritual. That small detail adds heart and relatability to the product. Suddenly, you’re not just buying lip gloss—you’re buying into a cozy, feel-good vibe.
Brands That Are Doing It Right
Rhode’s Cinnamon Roll Lip Tint launched as a limited-edition release in fall 2024 and was instantly a hit. Not only did it smell like fresh-baked goodness, it tied in perfectly with Hailey’s personal brand—minimal, warm, and effortlessly cool. Fans posted their hauls, shared unboxings, and recreated the cozy aesthetic all over social media.
Glossier’s Black Cherry Balm Dotcom followed a similar path. The campaign leaned into rich cherry reds, a retro-chic cherry-shaped accessory, and a limited-edition feel that made the product feel collectible. Glossier didn’t just sell a balm—they created a whole moment around it, one that looked great on Instagram and felt fresh and fun to consumers.
Why Everyone’s Leaning Into Flavor
So why are more brands hopping on the food train?
It’s emotional – Food reminds us of childhood, comfort, indulgence, and joy.
It’s visual – Vibrant fruits and pastries make for beautiful product packaging and photos.
It’s fun and relatable – A peach gloss or honey mask feels more accessible than overly clinical branding.
It sells – These campaigns are insanely shareable, increasing engagement and brand buzz organically.
Plus, food-themed beauty taps into trends like self-care, coziness, and “treat culture.” It’s no longer about just looking good—it’s about feeling good too.
