Mermaidcore soars 90% as beauty brands tap into Ariel’s return

By Julia Wray | Published: 15-May-2023

The live action Disney remake of The Little Mermaid hits cinemas later this month, with Kiko Milano and Ulta Beauty among those launching under the sea-inspired products

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Look at this stuff, isn’t it neat? 

As Disney fans prepare to head back under the sea for the live action remake of The Little Mermaid, which arrives in cinemas on 26 May, the beauty industry is tapping into demand for all things ‘mermaidcore’. 

Pinterest searches for the term have increased by 90% over the last three months, while views of videos posted to #TheLittleMermaid hashtag on TikTok have already surpassed 3.9 billion views.

“With the much anticipated release of the live action movie, The Little Mermaid, coming out in May 2023, it is likely that a lot of the hype around the move has inspired the trend mermaidcore and is contributing to it growing in popularity,” according to Nick Drewe, Trends Expert at online discounts platform, Wethrift. 

Drewe added that the film’s Ariel, Halle Bailey, “arrived at the movie’s premiere [last week] in a metallic, blue gown that closely resembled splashing water, bringing mermaidcore to the red carpet”. 

Disney’s The Little Mermaid tells the story of Ariel, a spirited mermaid, who falls in love with a human prince against her father’s wishes and strikes a bargain with an evil sea witch to experience life on land. 

The 2023 remake of the 1989 animated original is led by Chicago director Rob Marshall with Bailey joined by Javier Bardem playing King Triton and Melissa McCarthy as the sea witch Ursula.

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