Food has always been more than just nourishment, it’s comfort, culture, and a ritual, and now it’s reshaping the beauty world. From silky, whipped textures that mimic frosting to fragrances that capture your go-to latte, beauty is borrowing from the kitchen to redefine how products smell, look, and even feel. This craving for the delicious isn’t entirely new, but it’s having a moment like never before. Brands at the forefront of these spaces are not just selling products, they’re selling rituals that promise transformation and self-care.
Gourmand Perfume Outbursts
According to a 2025 WGSN report, #GourmandPerfume garnered close to 659.5 million views on TikTok in November and December of last year alone, motioning a big interest in beauty that blends indulgence and virality. Brands are crafting fragrances teeming with edible notes, vanilla, caramel, pistachio gelato, espresso, even pretzels, and bringing them to life through immersive activations. Kayali has carved a niche for itself in the world of gourmand perfumes, especially with its summer-ready creations. Lovefest Burning Cherry is a standout, an intoxicating blend of ripe cherries, tangy raspberries, and caramelized praline. The result is a fragrance that feels both playful and deeply sensual. Equally captivating is Vanilla, a modern classic that layers Madagascan vanilla orchid and creamy jasmine with warm brown sugar, amber woods, musk, and patchouli. Its balance of sweetness and sophistication makes it one of the most versatile.
Delicious Campaigns
Food-inspired experiences have become one of beauty’s strongest emotional touchpoints. Their power lies in the ability to stir memory, with gourmand notes often sparking nostalgia that makes these products so irresistibly appealing. Jo Malone staged a whimsical “Raspberry Ripple” pop-up this summer, complete with free ice cream, games, and samplings of their new gourmand fragrance, turning scent discovery into a sweet, summer social moment. NYX Professional Makeup served something sweet with an iconic L.A. twist earlier this Spring. In a delicious new collab, the beauty favourite teamed up with legendary Randy’s Donuts to create a custom donut inspired by NYX’s latest launch, the Buttermelt Glaze Skin Tint SPF 30. Buttermelt Glaze Skin Tint is a new makeup from NYX that provides your skin with a soft glow glazed donut finish. This partnership brought a sense of fun to the brand. NYX’s other playful campaigns include a Buttermelt Blush cake recipe in partnership with Gordon Ramsay. The beauty brand involved world-famous chef and daughter, Gordon and Holly Ramsay, to create an exclusive cake recipe for the blush.
Food Benefits
Whilst food-inspired beauty has long leaned into indulgence, a new wave is linking it directly to wellness. Today’s consumers want products that don’t just delight the senses but also nourish and perform, giving the relationship between food and beauty a richer, more holistic dimension.
Pioneers like Elemis Superfood paved the way, while newer launches such as Farmacy’s Honey Glow AHA Resurfacing Serum and Youth to the People’s Superfood Cleanser continue to embrace this food–beauty fusion. Often formulated with naturally derived ingredients, much like the foods we choose for their wellness benefits, these products signal a broader shift: beauty is no longer just about appearance, but about cultivating overall well-being.
As food-inspired beauty evolves, the connection between the two worlds is becoming more layered and intentional. What makes this fusion so powerful is its ability to stir emotion, blending nostalgia, playfulness, and trend-savvy creativity into every product or experience. Together, they create a sensory dialogue that feels both indulgent and deeply resonant.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, GET IN TOUCH.
