Latte Makeup, Strawberry Girl, Glazed Donut Skin: How Food Changed the Way We Think About Beauty

The beauty industry has never been immune to hyped-up fads, but these days it feels like the biggest makeup trends belong on a menu instead of our faces. Food-inspired looks like latte makeup, tomato girl makeup, and strawberry girl makeup dominated our feeds this summer—in the thick of Barbiecore, no less—and the obsession has made it nearly impossible to find a beauty trend that doesn't have a delicious moniker.

Like most viral trends, TikTok has been instrumental in the rise of food-inspired makeup. According to Nick Drewe, a trend expert at online e-commerce platform WeThrift, the hashtag #lattemakeup has accumulated 389.7 million views on TikTok, while searches on Pinterest are up by 2800%. Meanwhile, #tomatogirlmakeup has racked up 7.9 million views and searches have increased by a whopping 290% on Google over the last 12 months.

Just as quickly these trends have fallen victim to social media fatigue. One swipe through the comments section of a latte makeup or strawberry girl makeup tutorial and you'll find users voicing their displeasure at the hype surrounding run-of-the-mill makeup looks.

Beauty trends have always been cyclical. The brown and neutral shades used in latte makeup are just another form of ’90s supermodel makeup, while strawberry makeup features temple-grazing blush reminiscent of the ’80s. For those complaining that these trends are regurgitations of the past—that's kind of the point. These trends have been repackaged in a way that lends itself to the era's dominant medium: social media.

According to Drewe, the viral success of food-inspired beauty makes sense. “The smell, look, and feel of food is often a source of inspiration for brands, as they look to replicate the characteristics of an item that many are familiar with,” he says. “These food-inspired trends follow a similar pattern—they focus on key traits within certain aesthetics, such as freckles or a flushed complexion, and make connections to everyday items that many already know and love, making the trend relatable and memorable.”

Social media has democratized beauty in a way that is unique to this decade. Before, tricks of the trade were reserved for pros, but now anyone can be their own artist. “I think food as beauty are fun trends that help non-makeup pros understand how to do their makeup,” says makeup artist Dani Parkes, whose clients include Lea Michele, Dylan Mulvaney, and Hannah Berner. “In the makeup world, we use more complex wording when it comes to doing different makeup looks. When you use the words like ‘latte makeup' and 'strawberry makeup,’ a look instantly comes to mind for the majority and they’re fairly simple to re-create.”

Makeup artists have also found these trends helpful when working with clients and brands. Hayley Kassel, who has worked on campaigns with Fenty Beauty and Colourpop Cosmetics, started using these references on jobs. “It’s an easier way to communicate what type of look you are going for,” she says. "Before, a brand would ask for very ‘blushy monochromatic makeup.’ Now they simply put it as, ‘We are going for that quintessential strawberry girl makeup look,’ and I know exactly what makeup they're [going for].”

Sephora beauty director Helen Phillips Dagdag agrees, adding that food beauty trends reference specific makeup that can be expressed in layman's terms. “Latte makeup is a better descriptor than soft brown smoky eye,” she says. “It alludes to something softer that leans nude.”

Dagdag recognizes that these looks aren't original and the hype around them is mostly made up. However, they have been helpful in showing how versatile a look can be. “‘I’m cold’ makeup from winter last year shifted to ‘strawberry makeup' this summer,” she says. “They are essentially the same but with added freckles for a seasonal twist. So far, the food as makeup trends have been great for showing off how you can transition your makeup season after season.”

Using food to reference makeup isn't a new concept either. Drewe points out that food has been linked to beauty for decades. “Many big-name brands have always made reference to food within their collections, from chocolate-themed products to fruit-scented lip glosses,” he says. “The only difference in 2023 is that influencers and makeup moguls are marketing and capitalizing on the trends.”

Such is the case for makeup artist Nam Vo, who built a following off referencing food as makeup. In 2018 she started the viral hashtag #dewydumplings to describe her signature glowy look, a predecessor of the popular glazed donut skin trend. Vo, who has more than 400,000 followers, wanted to evoke the plump dewiness of steamed dumplings. “It's made my entire career,” she says. “It's trendy, it's fun, it should be taken in a lighthearted way, and it gives people a frame of reference. Makeup can be very intimidating.”

Despite the useful ways these trends can be embraced, Kassel understands some of the frustration and backlash. “I find these trends both amusing and just a bit irritating,” she says. “I remember when I saw a 'latte makeup' video on TikTok and thought, Ha! That name is funny for a look that has been around forever. Then all of a sudden that look and name were everywhere. All the outlets were writing about it; all the influencers and makeup artists were creating their versions of it. The whole thing was pretty spectacular, and now we have a slew of trends that just won't slow down.”

Drewe notes that these trends won't be going away any time soon, especially as we enter the fall and winter. “As we approach the colder seasons, and adapt the way in which we use makeup, we can expect to see a flurry of new trends surface,” he says. “Christmas is right around the corner, and when the festive season begins, we see a rise in many using glitter, full coverage foundations, and colors that are in fitting with the season—think reds and greens—all features that can make connections to food items.”

Baste turkey glam, anyone?

Ariana Yaptangco is the senior beauty editor at Glamour. Follow her @arianayap.