How Food Is Taking Centre Stage In Fashion And Beauty Campaigns

Food stimulates all five senses. You can smell its aroma, see the distinct green colour of your favourite matcha, feel the texture when you bite into the burger, taste the sweetness of a tiramisu and even hear the crackle of some crispy fries in the oil. This is what makes it the perfect sensory ideal for brands to cash in on. The biggest names in fashion and beauty are already one step ahead, blending food into their marketing ideas. From matcha lip balms to going bananas, here are all the fun and engaging ways brands are integrating food in fashion and beauty. 

Beauty

Rhode

Hailey Bieber has been on her A-game with the marketing for her beauty brand, Rhode, lately. As of now, the brand has partnered in a billion-dollar deal with Elf Cosmetics, just one of her big moves. She is leaving no pancakes unturned, blending her beauty brand’s campaigns with delicious food imagery. Her recent Miami dinner party was a glossy fever dream of brand synergy, where even the ice cubes were shaped like Rhode’s signature logo. And yes, the cake matched too.

Gisou

Beekeeping can get you a successful beauty business. The customers have been making a beeline to try out Gisou’s honey-infused beauty products since they were launched, and a lot of the credit goes to their marketing. The brand draws a direct line between the syrupy gloss of natural honey and the silky finish of their products.

 

For their recent '10 Years in 10 Days' campaign, they have been making waves by posting about how the Mirsalehi honey used in their products actually comes from the bee farm owned by Negani Mirsalehi's family from years back.

Laneige

For the launch of their limited edition Matcha & Taro Lip Sleeping Mask and Lip Glowy Balm, Laneige partnered with Boba Guys to host an event that had bubble tea matching with the shades of the products.

 

With matcha being one of the most celebrated drinks of the season, this was a great way to integrate beauty with food. 

Hyphen

What started as an April Fool’s joke turned into the summer’s juiciest lip balm collab. Hyphen teamed up with Parle’s Mango Bite to launch an SPF 50+ mango lip balm that smells just like the iconic candy. They also partnered with Mokai Cafe to host a pop-up for their mango lip balm, which had a mango menu, drinks and a painting booth.

Kay Beauty

At the Kay Beauty summer pop-up recently, ice popsicles with the brand’s name marked on them were being given to the guests. The jelly lip tints mimicked the texture of an actual jelly, and the berry-flavoured ice pops made for a refreshing relief from the hot weather.

The Ordinary

In one of the most unexpected marketing moves of the year, The Ordinary began selling a dozen eggs at their NYC stores for just $3.37. It wasn’t a new product launch, but a cheeky response to the US egg shortage and skyrocketing grocery prices. The campaign cracked open a conversation around affordability while drawing attention to the brand’s ethos of cost-effective skincare. 

Fashion

Miraggio

At the launch of their new collection, Miraggio called on the gourmet gods and turned their event into a haven for those with a sweet tooth. The bags have been deliciously named after different ice cream flavours, and the aesthetics also match. 

Jacquemus

This isn't the first time the designer has roped in culinary elements in his marketing campaigns. Their Fall/Winter 2025 collection showcases the brand-made custom milk cartons to be carried by the models. Not only this, for the launch of their Soho boutique, the brand served freshly pumped mandarin juice and croissants from their food truck until sold out.

For the launch of Jacquemus’s first-ever boutique in LA, the brand relied on food once again. This time, it was raining bananas. The decor had flowers and dozens of bananas. Celebs like Cole Sprouse posed with a bunch of bananas, and the menu had banana ice cream. Later, the White Lotus alum Jon Gries posed for the brand's new campaign with, you guessed it, bananas.

YSL

'An Ordinary Day' by YSL, a short ad film that opens with warm kitchen and food shots, not the norm for a luxury fashion brand. In collaboration with photographer Martin Parr, the film aimed to show how the most mundane moments of life can blend with luxury in harmony.

Axel Arigato

Swedish label Axel Arigato served up summer nostalgia by partnering with Natoora to offer fresh, handmade lemonade. The brand used Spanish Primofiori lemons and cane sugar to give people a taste of summer and a good brand recall value.

Gucci

Soon after the launch of his very first solo album, Harry Styles appeared in a Gucci ad film, set in a humble British fish and chip shop. The strong connection to the shop and the crackling visuals made it quite an interesting choice on the part of the fashion brand. Between the salt, vinegar, and quirk, the brand leaned into everyday British charm, and a surprisingly crunchy backdrop for fine Italian tailoring. 

Juicy Couture

Remember those track pants that were everywhere in the chick flicks of the '90s? That's Juicy Couture for you. In 2024, the Y2K-favourite brand teamed up with Red Robin to launch a special tomato-red velour tracksuit that read “Juicier” in signature rhinestones. It was peak early-2000s energy, complete with an upgraded burger to match.