More Than Just Cute Names
This isn't just about rebranding old looks; it's a complete cultural shift in how we approach beauty. What was once a simple brown eyeshadow look is now 'latte makeup'; a rosy blush is now 'strawberry girl' makeup. The trend uses the colours, textures,
and nostalgic feelings associated with our favourite foods to create a makeup aesthetic. It's a way of making beauty feel more personal, relatable, and fun. The appeal is sensory and emotional; the comforting warmth of a morning coffee translates into warm, brown makeup that feels just as cosy. This move towards 'gourmand' beauty taps into our love for everyday comforts and turns them into something aspirational.
The Viral Stars: Latte, Espresso and Strawberry
Leading the charge is 'latte makeup', a look inspired by the warm, creamy tones of the popular coffee drink. It focuses on creating a sun-kissed, bronzed complexion using shades of caramel, mocha, and soft brown for a cohesive, luminous appearance. Its darker, moodier cousin, 'espresso makeup', takes the coffee theme a step further, using deeper, richer browns for a more intense and sultry vibe, perfect for an evening out. On the sweeter side is the 'strawberry girl' look, popularised by Hailey Bieber. This trend is all about a dewy, fresh face with a heavy emphasis on pink and red blush to mimic the healthy, sun-kissed flush of just-picked berries.
Pouts Get a Fizzy Makeover
Lips are also getting the foodie treatment with the 'cherry cola lips' trend dominating beauty feeds from Mumbai to Manhattan. The name is inspired by the deep, warm, translucent red of a glass of cherry cola. This look combines a dark brown or berry lip liner with a warm, deep red lipstick and a high-shine gloss in the centre to create a dimensional, juicy pout. It's a modern take on '90s grunge lips, mixing bold definition with a glossy finish. The trend has proven particularly flattering for Indian skin tones, which are often complemented by warm, brick, and berry shades.
India's Own Flavourful Twist
While global trends like latte and strawberry makeup are hugely popular, India is also seeing a rise in beauty inspired by local ingredients and flavours. This isn't just about aesthetics but also about function, drawing from age-old Ayurvedic principles. Indian beauty brands are launching products that celebrate our own culinary heritage. You can now find dewy lip tints named 'Glazed Jalebi' that aim to create a relatable experience. The trend extends to fragrances and skincare, with scents of masala chai, caramel popcorn, and peach sorbet finding their way into creams and mists. There is also a renewed focus on powerhouse ingredients like turmeric, saffron, and neem, not just for their internal benefits, but as clinically effective components in modern skincare. This reflects a growing consumer demand for transparency and products with trusted, natural ingredients.
Why We're All So Hungry For It
The obsession with food-inspired beauty is driven by several factors. Firstly, it offers a sense of nostalgia and comfort in uncertain times. The familiar scent of vanilla or the look of warm chocolate can be deeply comforting. Secondly, the trend is incredibly social media friendly. The names are catchy, the looks are easy to understand, and they are perfect for creating viral TikToks and Instagram Reels. Finally, it connects to a broader wellness movement that believes what we put on our skin should be as clean and thoughtful as what we eat. This edible-inspired movement reminds us that beauty doesn't have to be complicated or intimidating; it can be joyful, indulgent, and approachable.
