Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Beauty

Pretty Enough to Eat: Behind Beauty’s Food Obsession

In recent years, TikTok has birthed a number of beauty trends with very little staying power. Despite this reality, labels are increasingly using sweet treats like glazed doughnuts, jelly and gummy bears to sell their products to Gen-Z and Gen Alpha shoppers.
A model taking a bite out of a gummy worm
Milk’s is just the latest brand to use food — especially sweet treats — to sell cosmetics. (Milk Makeup)
By
BoF PROFESSIONAL

When Milk Makeup launched its Cooling Water Jelly Tint in February, with the tagline: “Colour so juicy, it’s almost good enough to eat,” the team expected it to create buzz online, said Dianna Ruth, Milk Makeup’s co-founder and head of product development.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

How Tweens Took Over the Beauty Aisle

Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

In This Article
Topics

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.