“Sweet Treat Marketing”: Why Skincare is Suddenly Giving Dessert
When did skincare become synonymous with dessert? Somewhere between glazed-donut skin and lip balms that look like sorbet, beauty brands decided that marketing skincare as a sweet treat was the way to win us over. And you know what? It’s working.
There’s something irresistible about products that look, feel, and even sound like indulgent snacks. Rhode’s Peptide Lip Treatment isn’t just a balm; it’s a frosted cherry glaze in a tube. Summer Fridays serves its Jet Lag Mask like a whipped soufflé. It’s not skincare anymore—it’s dessert for your face.
This “sweet treat marketing” movement isn’t just a trend; it’s a full-on cultural shift. It’s clever, it’s aspirational, and it’s tapping into something deeper than just our love for sugar. Let’s break down why this works and why you, are already buying into it—whether you realise it or not.
The Allure of Edible Aesthetics
There’s a reason you’re drawn to a product that promises glazed or dewy skin. It’s not just about hydration; it’s about indulgence. In a world where self-care has become a necessity rather than a luxury, brands are borrowing from the language of food to make skincare feel like a reward, not a chore.
Think about it: would you rather apply a “barrier moisturiser” or a creamy “barrier butter”? The latter feels tangible, delicious, and oddly comforting. It’s the skincare equivalent of a cupcake—bite-sized, sweet, and satisfying.
But there’s more to it than clever naming. This aesthetic pulls us into a fantasy, one where skincare routines feel less like a clinical process and more like a luxurious moment of indulgence.
The Psychology of “Sweet Treat” Skincare
Here’s the genius of this marketing strategy: it’s rooted in psychology. The brain loves reward systems. Skincare products marketed like desserts give us that same dopamine hit as an actual sweet treat—without the calories (or the guilt).
By aligning their products with food, brands are doubling down on the emotional connection we have with self-care. It’s no longer just about hydration or anti-ageing; it’s about creating a sensorial experience. You don’t just use Rhode’s Peptide Lip Treatment; you’re “glazing your lips.” That’s a subtle, but significant shift in how we perceive value.
The Rhode Revolution: Why it Works
Hailey Bieber’s Rhode Beauty is a prime example of this movement done right. Everything about the brand—from the minimalist packaging to the “glazed donut” branding—is engineered to tap into our obsession with aesthetics and indulgence.
Their hero product, the Peptide Lip Treatment, is marketed with flavours like Salted Caramel and Watermelon Slice. It’s a skincare product, sure, but it’s also a treat—something you’d want to swipe on your lips because it sounds delicious.
And let’s not overlook the visuals. Rhode’s campaigns lean into soft, pastel hues that feel edible. Their TikToks are packed with shots of glossy textures and close-ups that make you want to reach through the screen. It’s skincare as sensory overload, and it’s impossible to resist.
Why Fashion is Moving In—But Missing the Mark
Fashion is no stranger to jumping on trends. You only need to look at the “Barbiecore” phenomenon or the pastel aesthetic dominating Instagram to see how quickly the industry absorbs what’s working elsewhere. And recently, fashion has started leaning into “sweet treat” marketing too.
The references are playful, but something doesn’t quite translate. Why? Because the psychology of indulgence works differently in fashion.
Buying a jacket, a dress, or even a handbag is a commitment. It’s not a quick, carefree treat; it’s a decision that comes with a higher price tag and far more deliberation. Sweet treat marketing thrives on the idea of instant gratification—grabbing something small and satisfying. In fashion, it can feel forced, almost trivialising the product.
That’s not to say fashion can’t succeed in this space. Brands like Djerf Avenue are experimenting with softer, more playful aesthetics that feel edible without being literal. But the truth is, fashion doesn’t quite lend itself to the same emotional reward system that beauty does.
What We Can Learn From Sweet Treat Marketing
Whether you’re in beauty, fashion, or an entirely different industry, the success of this movement offers valuable lessons:
Tap into Emotional Rewards: Think about what makes your audience feel something. Sweet treat marketing works because it taps into the universal joy of indulgence. What’s the emotional equivalent in your industry?
Make It Relatable: Accessibility is key. Sweet treat marketing works because it feels familiar—everyone knows what a dessert is. How can you make your product or service feel just as intuitive and desirable?
Don’t Overlook the Visuals: Aesthetics are everything. High-gloss textures, pastel tones, and playful packaging all contribute to the allure. Create visuals that don’t just sell a product—they sell a fantasy.
Know Your Audience: The brands succeeding in this space understand their consumers inside and out. If you’re creating for Gen Z, you need to understand their priorities—fun, authenticity, and a touch of nostalgia.
Experiment Beyond the Expected: Sweet treat marketing doesn’t have to stop at skincare or fashion. What could this look like in homeware, tech, or even financial services? Sometimes the best ideas come from unexpected places.
A Final Glaze of Perspective
The “sweet treat marketing” movement isn’t just about sugar-coated aesthetics; it’s about connection, joy, and creating moments of indulgence in a world that feels increasingly chaotic. Whether you’re buying a lip balm, designing a collection, or brainstorming your next campaign, the lesson is clear: people crave what feels good.
Now it’s your turn. How would you apply this approach to your own work? Are you glazing your products yet—or are you still stuck in the savoury aisle? Let’s discuss.
Loved this article, thinking about how I can apply it to my work in what I like to call the "alt wellness" space!