Food tie-ups spread across beauty, fashion and wellness brands

· Retail & E-commerce

A wave of food partnerships is sweeping beauty, fashion and wellness brands, as companies chase nostalgia, novelty and new consumer groups. Glossy reports that the collaborations are becoming a standard marketing play.

Why it matters：The trend affects beauty, fashion, and wellness brands and their consumers, and shows how cross-category collaborations are becoming a standard marketing play.

Key points

  • Brands are tapping nostalgia and novelty to draw shoppers.
  • The partnerships aim to reach new consumer groups.
  • Glossy describes brands increasingly operating in each other's categories.

Sources (original reporting)

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