Food partnerships surge across beauty, fashion, wellness

· Beauty & Fashion

A new wave of food partnerships has flooded the beauty, fashion, and wellness sectors as brands seek to tap into nostalgia, novelty, and new consumer groups. The trend reflects brands increasingly entering each other's business categories.

Why it matters：The surge in food partnerships affects beauty, fashion, and wellness brands and their consumers, and reflects brands increasingly entering each other's categories.

Key points

  • Food partnerships are growing in beauty, fashion, and wellness.
  • Brands use nostalgia and novelty to attract new consumers.
  • The trend blurs lines between consumer categories.

Sources (original reporting)

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