For the past few months, trends seem to have an uncontrollable hunger for edible metaphors. The nails are not glittery, they are “frozen like donuts”, while latte and Spritz no longer designate only drinks but also ways of making up and dressing. Until disgust? Decryption of a phenomenon not so trivial as that.
For a long time, the only points of convergence between food and the worlds of fashion and beauty seemed to be limited to edible necklaces and bracelets munched on by countless children of the 90s, a generation also targeted by the proliferation of ointments for candy-scented lips and body creams. And if, nostalgic revival obliges, the latter offer themselves a remarkable comeback, from now on, food has become an inseparable ingredient of fashion and beauty trends.
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The last few months have indeed seen the crowning glory of “glazed donuts” nails, with their shine as if sprinkled with icing sugar, but also Spritz make-up, a variation of orange colors evoking the famous Milanese cocktail, without forgetting the latte version, a variation around the caramel which applies both to make-up and to the wardrobe, which can also take on a scent of vanilla, the vanilla girl aesthetic seeing its followers play it 50 shades of cream.
Whatever the ingredient put forward, it is now rare that a trend does not claim its link with the kitchen, to the delight of addicts to social networks who hasten to replicate its fashion and beauty recipes at the House. Until more hungry?
From Spritz makeup to tomato girl
“Are we so intrigued by the possibility that our faces are edible that we find it normal to name makeup trends after food? asks American beauty journalist Asia Milia Ware, for whom “it’s OK to let the skin be just skin and make-up, just make-up, just as you can apply blush to your cheeks without directly saying that you is a “strawberry girl”, even if, obviously, this is not acceptable on TikTok”.
Where, aside from the aforementioned strawberry ode (a profusion of pink blush), recent weeks have also seen the appearance of latte makeup (caramel smoky eye and golden highlighter-enhanced cheeks) as well as its more full-bodied version, the espresso makeup (and its darker smokiness) without forgetting the most recent addition at the time of writing these lines, the “tomato girl” aesthetic, an ode not to fruit but to Italy and the 70s Mediterranean glamour.
Enough to push the popess of fashion, Carine Roitfeld, to question our collective obsession with edible names.
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A fascination which, contrary to appearances, is not so recent but indeed a thousand years ago, the first make-up products having been created in Antiquity based on ingredients that until then we were content to eat, between reds made from berries and kôhl with toasted almonds. And while the discovery of a series of synthetic ingredients has gradually eliminated the need to scour the kitchen for beauty, in recent years food has become a way for reinventing brands to distinguish their products from competition, points out Carly Witteman in the pages of Carine Roitfeld’s magazine.
And to cite as an example labels such as Beauty Bakerie, whose entire range is an ode to pastry (their loose powder is “flour”), but also Hailey Bieber’s young and already cult beauty brand, Rhode, whose all lip glosses have chewable scents, between vanilla and salted caramel. After all, didn’t their creator recently claim that she wants her skin to be so appetizing you want to devour it?
“Food plays a central role in our lives: it is both essential for our survival, but also for our social relationships and our individual identity. Categorizing makeup trends according to edible aesthetics therefore makes perfect sense, both from a cultural point of view and for marketing purposes”.
says Carly Witteman
And the trend is not one-sided.
In the kitchen too, we are getting a makeover. Thus, at first glance, it is difficult with its flakes and polished packaging to identify the Savor & Sens balsamic cream as a product to be used in the kitchen, and not to be spread on the body. Closer to home, the range of hot sauces made in Brussels from SWET would not look out of place in a bathroom, between pop colors and ultra-worked labels.
Beyond aesthetics, the convergence between beauty and cooking also has more technical implications, with an increasing use of edible ingredients in the design of make-up and skincare products.
An approach, for once, anything but (Tik) crazy since it not only makes it possible to potentiate the beauty benefits of the ingredients in question, but also to propose a concrete solution to food waste by taking advantage of foodstuffs that would be thrown away. When will the “food recycling girl” makeup be introduced?
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