Pretty Enough to Eat- Why Are All the Cool Brands Obsessed with Food Right Now?

Have you noticed how food is showing up everywhere lately? And no, I’m not just talking about your fridge. It’s in beauty products, fashion ads, and even all over your Instagram feed. From lip balms inspired by desserts to bags paired with pastries, brands are using food as their secret method to grab attention-and it’s working.

But why this sudden obsession with all things edible? Let me dish it out for you.

Food is universal. Whether it’s a perfectly swirled latte or a gooey chocolate chip cookie, it sparks something in all of us. Comfort. Nostalgia. Cravings. And that’s exactly why brands are leaning into it-it makes us feel. Take beauty brands, for example. Ever noticed how Glossier and Too Faced use food-inspired products to pull us in? Watermelon face masks and chocolate-scented bronzers aren’t just about the results; they’re about creating an experience. You don’t just see the product-you can almost taste it. And it’s not just genius; it’s deliciously smart marketing.

Hailey Beiber and Rhode just nailed this completely. The new Rhode lip tint drop is inspired by cinnamon rolls. It’s warm, cozy, and basically autumn in a tube. But here’s the thing: it’s not just about the product. The whole vibe is perfectly tied to the feeling of biting into a gooey cinnamon roll on a chilly morning.

And the rollout? A success. Glazed buns, soft caramel tones, and dreamy shots that make you want to wrap yourself in a blanket and order a dozen cinnamon rolls. It’s not just a product launch-it’s a full-blown aesthetic. Hailey and her team didn’t just sell a lip tint; they sold a moment.

Let’s be real: in a world where everyone’s glued to their phones, brands have seconds to grab our attention. That’s where food comes in. Pairing food with products creates these irresistible, shareable moments.

Think about it: a designer handbag with pastel macarons? You’re stopping to look. A skincare ad with perfectly sliced fruit? Yep, saving that to your Pinterest board. Food just has this way of making everything feel extra, and it works.

Food isn’t just pretty-it’s a cultural thing. It’s nostalgic for some, aspirational for others, and also symbolic. A fancy beauty brand using truffles or caviar says, “We’re exclusive.” A fashion label playing with ice cream cones or donuts screams, “We’re fun!”

Hailey’s cinnamon roll drop is a perfect example. Cinnamon rolls aren’t fancy; they’re familiar. They remind you of lazy weekends, cozy mornings, and indulgence. And that’s what makes this launch feel so relatable. It’s luxury wrapped in comfort.

Is food the future of PR?

It’s working right now. Food isn’t just there to look pretty- it’s telling stories, sparking emotions, and making us hungry in the best way. Whether it’s a skincare ad with a cucumber or a lip tint inspired by dessert, food is shaping the way brands connect with us.