Pickles. You either love ‘em or you hate ‘em – but there is no escaping them as the trendy food finds itself making its way into beauty.
From fermented fragrances to pickle-inspired lip products, these launches are landing to a hungry consumer.
“Pickle-inspired beauty is a reflection of where consumer culture is today,” explains product innovation leader and cosmetic scientist Rinki Pramanik.
“Consumers are increasingly drawn to products that blur the boundaries between food, lifestyle and beauty, and pickles have evolved from a pantry staple into a cultural phenomenon with strong social media currency.”
Social media has been a huge driver for the trend, with food and beverage data platform Tastewise reporting social conversations about pickles have increased by 11.49% year-over-year.
As foodies continue to push the pickle obsession forward, brands like e.l.f. Cosmetics, Burt’s Bees, Orglamix and Troublemaker are taking this tasty trend and transforming it into beauty products through new launches and limited edition collaborations alike.
How beauty got itself in a pickle
Pickles are by no means the first food trend to evolve into beauty, following on from fragrance’s berry obsession and beauty’s long-standing love affair with vanilla.
Perhaps unsurprisingly, Gen Z are one of the age groups driving this weird and wonderful trend, largely in part to its social media appeal.
“There is a strong element of quirkiness which is going to appeal to the world-weary Gen Z who feel like they have seen everything before (and actually possibly have),” explains Jill Weir, NPD and Brand Consultant for White Label Thinking.
“What stops you scrolling? Something weird, unusual and bord
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