An Appetite for Aesthetics
The fusion of food and beauty, often called the "gourmand trend," is about more than just novelty. It’s a sensory-driven movement where products don't just perform—they evoke feelings of comfort, nostalgia, and indulgence. This trend manifests in three
key ways: through direct ingredient infusion (like watermelon or banana), through scents that mimic our favourite treats (like vanilla, caramel, or even masala chai), and through viral aesthetic movements named after food, like "latte makeup" or "strawberry girl summer". Brands in India and abroad are capitalizing on this, launching products with notes of caramel popcorn, peach sorbet, and coffee that are proving to be best-sellers. This approach turns a daily routine into a delightful ritual, making skincare and makeup feel more like a treat than a chore.
The Psychology of Scent and Comfort
A huge driver of this trend is the powerful connection between smell and emotion. Food-based scents—especially sweet, warm, and familiar ones like vanilla, chocolate, or coffee—are known to create feelings of warmth and comfort. This connection is deeply personal and often rooted in nostalgia, reminding consumers of comforting foods and cherished memories. In a world that often feels fast-paced and uncertain, these products offer a small, accessible moment of indulgence and escapism. Experts note that consumers are increasingly drawn to products that provide a sensorial experience, and what's more sensorial than the smell of a favourite dessert or a fresh fruit? This emotional pull is a key reason why the trend has moved from a niche interest to a mainstream movement.
Viral Makeup Moments: From Latte to Strawberry
Social media, particularly TikTok, has been the main engine for turning food concepts into full-blown beauty aesthetics. Take "latte makeup," a trend that focuses on warm, bronzed, and coffee-toned shades to create a sun-kissed look. This was quickly followed by "strawberry girl makeup," popularized by Hailey Bieber. This look is all about creating a fresh, dewy base with a heavy emphasis on rosy, pink-red blush on the cheeks and lips, mimicking the flush of biting into a juicy strawberry. These trends are not just about specific products, but about creating an entire 'vibe' or lifestyle that people can aspire to and easily participate in. The names are catchy, the looks are shareable, and they provide a playful way for people to express their identity.
Ingredient-Savvy and 'Clean' Eating for Your Skin
Beyond the delicious scents and cute names, the food-inspired trend aligns perfectly with the rise of the ingredient-conscious consumer. As people pay more attention to what they put in their bodies, they are applying the same scrutiny to what they put on their skin. Ingredients borrowed from the pantry, like avocado, turmeric, apple cider vinegar, and various fruit extracts, are perceived as more natural, holistic, and trustworthy. This ties into the broader "clean beauty" movement, where consumers seek accessible and less clinical-feeling products. If an ingredient is known to be beneficial when eaten, the thinking goes, it must be good for the skin too. This has led to a surge in products highlighting superfood actives, from banana and guava to blueberry and pumpkin.
The Indian Palate
In India, the gourmand trend has a uniquely rich and layered appeal. While Western perfumery often focused on bakery scents, the Indian scent memory is far broader, encompassing everything from cardamom in chai and saffron in sweets to ripe mangoes and roasted nuts. Local and international brands are tapping into this, creating fragrances and products with notes of masala chai, pistachio, and jalebi. Perfumers note that while consumers once sought aspirational scents, the shift is now towards intimacy, personality, and familiarity—qualities that gourmand notes deliver perfectly. This has made the segment one of the fastest-growing niches within India's booming beauty and personal care market.
