{"id":6927,"date":"2025-07-28T18:45:00","date_gmt":"2025-07-28T13:15:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6927"},"modified":"2026-02-19T18:56:10","modified_gmt":"2026-02-19T13:26:10","slug":"irresistible-edible-beauty-aesthetics","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/irresistible-edible-beauty-aesthetics\/","title":{"rendered":"Irresistible Edible Beauty Aesthetics"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Ananditha Anand, Deccan Chronicle (Hyderabad Chronicle) <br>Hyderabad, 28 July 2025 <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beauty is borrowing from the bakery. Be it glazed donut skin, popularised by Hailey Bieber, jam lips, or strawberry freckles \u2013 food related makeup looks, as well as cosmetic marketing trends have been at an all-time high. In June 2025, around 2 lakh users looked up latte makeup on the image-based social media platform, Pinterest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Novelty Value<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to social-media-influencer Yashvi Bhaia, these trends bring a sense of novelty to cosmetic products. \u201cTake a look at one of the body washes called Whipped Lush. It feels exactly like whipped cream \u2013 fluffy, foamy and sweet. This visual being attached to the product brings a pleasant connection,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Devangshu Dutta, founder of Third Eyesight, a management consulting firm, says, \u201cTerms like choco mousse blush or berry lip tint evokes indulgence, comfort, and a sense of reward, transforming cosmetics into emotional experiences rather than just functional items.\u201d Dutta likened these products to comforting treats, exuding warmth and a nostalgia for food they have consumed before, bottled in these makeup products.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dhanashree Kavitkar is an avid follower of makeup trends on platforms like Instagram, as well as Chinese sites like Douyin and Red Note. She observes that the melding of the sensory elements of food and makeup \u201csatisfied\u201d the consumer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt works almost the same way ASMR does. When I think of jelly lips, I think edible, with a plump and glossy texture. And it just hits the right spot in my brain,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She also believes that many of these beauty trends, under the guise of novelty, are repackaging pre-existing makeup trends to make it appealing again. \u201cTake strawberry freckle makeup for example, it is literally just drawing freckles on your face, but they gave it a new name to intrigue people,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bina Punjani, owner of Bina Punjani Hair Studio says, \u201cThese are all marketing buzz-words created by online makeup companies, who wish to advertise to a younger audience.\u201d She explains that food related nomenclature has existed forever in the realm of hair care products, with wines, chocolates, and caramels dominating the hair colour market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cSensory feelings have been a huge part of marketing and communication, be it on television, or anywhere else,\u201d said Bhaia. \u201cNow that marketing is so video-forward online, brands will create visuals associated with food,\u201d she says. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dutta adds that rather than a new concept, the increased intensity and consistency of these beauty brands employing food-related marketing on social media platforms differentiate it from their marketing in the 1980s \u2013 when it was first popularised.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cultural Adaptation <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Talking about the virality aspect of these makeup trends, Kavitkar points out how the looks trending in India (and around the world right now), were popular in East Asian countries like China and South Korea a year ago.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThanks to the matcha wave now, strawberry matcha makeup is popular. More East Asian food items like mochi and tanghulu have also picked up steam in the makeup space, and have gotten popular globally. But they can feel a bit alien to Indian consumers who don\u2019t know these trends beforehand,\u201d she says. Bhaia talks about how Indian cosmetic products adapted these trends to cater to the Indian \u201ctaste.\u201d A leading brand has come up with lip products named masala chai, and jalebi glaze.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThese are such Indian terms, and they\u2019ve been marketed so well. When you think of jalebi, you think of this shiny, orange-ish kind of thing, and you have a very clear visual of it.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Just Another Trend <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What keeps the novelty of these trends alive? Punjani thinks that it is the familiarity that we as humans draw towards nature and ourselves. \u201cSuppose you look at your skin tone, and you see that exact shade in a pear \u2013 you end up drawing a psychological connection between the two,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kavitkar thinks that they bring in a new wave of experimentation. She says, \u201cLook at tangerine dream makeup. It is a mix of yellow and orange blush on your face, which looks so weird. If you saw someone wearing yellow blush outside, you\u2019d be like, what the hell is she wearing? But that\u2019s the beauty of this look, it\u2019s so out of the box.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dutta notes that the frequency of usage of any imagery in the industry ebbs and flows with fashions. \u201cFood, however, consistently provides an intuitive, emotional, and relatable entry point for consumers to engage with beauty, and will remain a versatile tool for building stories around pleasure, nostalgia, authenticity, and self-care,\u201d he says.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the world goes \u2018bananas\u2019 over \u2018latte makeup\u2019 and \u2018gingerbread nails\u2019 you can try the silent power of \u2018smokey eyes\u2019 and nude lips!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/www.deccanchronicle.com\/tabloid\/hyderabad-chronicle\/irresistible-edible-beauty-aesthetics-1894199\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Deccan Chronicle<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ananditha Anand, Deccan Chronicle (Hyderabad Chronicle) Hyderabad, 28 July 2025 Beauty is borrowing from the bakery. Be it glazed donut skin, popularised by Hailey Bieber, jam lips, or strawberry freckles \u2013 food related makeup looks, as well as cosmetic marketing trends have been at an all-time high. In June 2025, around 2 lakh users looked [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[708,27,212,625,36],"tags":[97,623,99,100,283,52,53,174,177,101,102,103,104,106,107,845,285,32,113,59,191,69,993,120,674,729,63,65,628,557,132],"class_list":["post-6927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-personal-care","category-branding","category-consumer","category-health-wellness","category-lifestyle-fashion","tag-advertising","tag-beauty","tag-brand","tag-brand-building","tag-brand-identity","tag-branding","tag-brands","tag-consumer","tag-consumer-behaviour","tag-consumer-goods","tag-consumer-markets","tag-consumer-products","tag-consumer-research","tag-consumer-segments","tag-consumerism","tag-cosmetics","tag-customer-experience","tag-fashion","tag-growing-brands","tag-india","tag-indian-market","tag-indian-retail-sector","tag-makeup","tag-marketing","tag-personal-care","tag-positioning","tag-product-development","tag-retail","tag-skincare","tag-social-media","tag-trend"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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