In the early 2000s, the beauty industry was a playful reflection of indulgence, with products inspired by desserts making their way into our daily routines. Bath & Body Works offered frosting-scented mists, while Lancôme’s lip glosses mimicked the sweet allure of marshmallows. Jessica Simpson even ventured into edible body products, though the reality didn’t quite match the promise of deliciousness. At the same time, the decade’s self-care routines were overshadowed by a rigid diet culture, as pro-anorexia forums thrived online and fitness advertisements bombarded our screens. The obsession with celebrity weight became a form of entertainment, creating a complicated landscape where beauty and self-worth were tied closely to body image.
Fast forward two decades, and it seems we’ve come full circle, finding ourselves in a cultural climate that echoes those early years. After the body positivity movement of the 2010s offered a refreshing challenge to narrow beauty standards, we are now witnessing a resurgence of ultra-thin ideals, partly fueled by the popularity of GLP-1 weight-loss medications like Ozempic and Wegovy. TikTok trends like #Y2KSkinny and #2000sSkinny are gaining traction, highlighting society’s obsession with thinness. In response, social media platforms have had to block certain hashtags to mitigate the potential glorification of disordered eating. Yet, the surge in diet culture seems to be paralleled by a curious re-emergence of dessert-inspired beauty products, a trend I’ve dubbed “treat beauty.”
Treat beauty represents a fascinating juxtaposition of indulgence and restriction. While the beauty industry had shifted towards more seductive fragrances in the 2010s—think musks and spicy florals—recent trends have shown a marked turn back towards sweet, comforting scents. In 2025, food-scented beauty products saw a 24% increase in launches, marked by notes of vanilla, pistachio, and honey gracing everything from perfumes to body lotions. Linda G. Levy, president of the Fragrance Foundation, highlights that this trend now spans a broad market, from luxurious fragrances to simple candles, evoking nostalgia and the sweet memories they carry.
Brands are capitalizing on this sugary sentiment, launching a range of dessert-themed products that tug at our sensory memories. Hailey Bieber’s Rhode Beauty launched enticing lip tints that are reminiscent of tiramisu and crème brûlée, while Bath & Body Works collaborated with Milk Bar to create soap and lotion inspired by favorite desserts. Beekman 1802’s collaborations with popular food brands bring chocolate and pumpkin pie scents into skincare, reinforcing the sweet allure that seems to be replacing traditional beauty routines.
This peculiar blend of indulgence and dietary restriction speaks to a broader cultural narrative around self-care and self-control. Nutritionist Jim LaValle notes that contemporary diet culture has evolved into one of “controlled indulgence,” where the messaging suggests you can enjoy the treat without the guilt. Beauty brands are mastering this delicate balance by presenting calorie-free luxuries through various products, promising that you can indulge your senses without compromising your waistline.
Ultimately, the rise of “treat beauty” amidst a return to stringent diet standards reflects our complex relationship with self-image and self-care. As we navigate this intricate landscape, it becomes clear that while quick fixes and superficial celebrations of thinness may dominate, the longing for comfort and indulgence—whether through scents reminiscent of dessert or the movement towards body positivity—persists. As society continues to grapple with these conflicting narratives, the harmony between enhancing one’s beauty and embracing authenticity might just pave the way for a more inclusive understanding of beauty as we move forward.