But in 2023, we moved from food-inspired aesthetics to actually wanting to look like food, with trends like cinnamon cookie butter hair, blueberry milk nails, and glazed doughnut skin. Today, anything goes: Velveeta hair dye, dill-pickle-flavored lube, and Hellman’s parfum de mayonnaise—the rule seems to be the more unhinged, the better.
For millennials and zillennials, these products are a sensory trip down memory lane, reviving the candy-scented mall staples of our youth. For Gen Z, it’s a clash of high and low—a clean beauty brand like Native rubbing shoulders with a fast food institution like Dunkin’.
So Happy Together
TikTok, with its algorithmic obsession with the absurd, thrives on these edible beauty launches. The marketing strategy borrows liberally from streetwear’s scarcity playbook, implementing limited-edition drops designed to create urgency and exclusivity….
