Beauty from within and building an ‘inside-out’ glow is entering a new era, as the gap between food and beverage (F&B) and beauty and wellness seems to shrink each day.
While this is in no way a new concept, with gourmand scents and food-grade ingredients long a part of the beauty landscape, next-gen supplements and cross-industry collaborations have taken this pairing from an amuse-bouche to a seven-course tasting menu experience (with supplement-infused drink pairings).
“There has always been some sort of synergy between food and beauty, probably because both industries hit so many of the same sensorial cues,” explains freelance beauty editor Julia Wray.
“Scent and taste are so closely linked, while mouthfeel is as much a part of the dining experience as skinfeel is to product application.”
Nick Vaus, Managing Partner at brand elevation agency Free The Birds, adds: “Brands are shifting from being product-led to lifestyle-led, and F&B provides a tangible, experiential entry point into beauty and wellness.”
Wray also notes how wider societal impacts of food guilt and weight loss pressures, amid the rise of Ozempic and Mounjaro, has further boosted beauty’s foray into food.
“Let us not underestimate the guilt-free aspect,” she says.
“The consumer is going to get a sweet hit without actually ingesting anything, which is especially pertinent in the GLP-1 era.
“Also, if someone is opting for a fruity or lactonic body souffle or whip, it is unlikely to break the bank.
“This feels like a little luxury that still falls within many people’s means.”
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Beauty brands are increasingly collaborating with F&B companies to release limited-edition skus reminiscent of food items and flavours.
This approach seems particularly popular when it comes to lip products – reminiscent of the Lip Smacker x soft drink collabs that would cover the walls of Claire’s Accessories during the 1990s and early 2000s.
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“Unexpected pairings tend to be the most impactful,” says Vaus.
“Collaborations between beauty and F&B still feel relatively underexplored, which gives them an immediate advantage in terms of PR cut-through and social buzz.”
He continues, “[These collaborations] allow for more sensory-led storytelling, bringing in elements such as flavour, texture, and aroma.”
Limited-edition drops are particularly effective here, allowing brands to test new territories and consumer appetite without committing to permanent range extensions.
“Standout recent collabs between food/drinks brands include Sephora’s Tabasco plumping gloss, Wonderskin’s ‘Lipotle’ lip stain kit with Chipotle, the Magnolia Bakery-inspired Banana Pudding Balm Dotcom from Glossier, and Laneige’s Baskin-Robbins Rainbow Sherbet flavour overnight lip mask,” shares Wray.
“I do not think it is any coincidence that these are all lip products where scent and flavour play
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