Move over floral and musky notes—there's a delicious new trend taking over Indian beauty aisles, and it smells good enough to eat. Gourmand fragrances, inspired by edible delights from vanilla cupcakes to rich coffee, are becoming the secret ingredient behind some of India's fastest-growing beauty brands.
The Sweet Smell of Success
Homegrown beauty companies are discovering that consumers have a growing appetite for scents that evoke comfort, nostalgia, and pure indulgence. Brands like Plum, BLUR, and inde Wild are leading this flavorful revolution, transforming everyday personal care into a multisensory experience that connects with customers on an emotional level.
Why Food Scents Are Resonating
The appeal of gourmand fragrances goes beyond mere novelty. These scents tap into powerful psychological triggers:
- Comfort and nostalgia: Scents like vanilla, chocolate, and baked goods often evoke childhood memories and feelings of warmth
- Multisensory experience: Combining scent with the memory of taste creates a deeper, more immersive product experience
- Everyday luxury: These affordable indulgences make premium-feeling products accessible to wider audiences
- Instagram appeal: The food-beauty crossover creates highly shareable, visually appealing content
Brands Leading the Flavor Revolution
Plum has successfully incorporated food-inspired scents across its body care range, with products featuring notes of vanilla, caramel, and sweet fruits becoming customer favorites. Their approach demonstrates how gourmand elements can enhance rather than overwhelm sophisticated beauty formulations.
BLUR has taken a more experimental approach, combining unexpected food notes with traditional fragrance profiles to create unique scent experiences that stand out in a crowded market.
inde Wild has embraced its Indian roots while incorporating global gourmand trends, creating fragrances that feel both familiar and exotic to Indian consumers.
Market Impact and Consumer Response
The numbers speak for themselves—beauty brands embracing food fragrances are seeing remarkable growth in a competitive market. This trend represents a significant shift from the traditional preference for floral and fresh scents that previously dominated Indian personal care.
Younger consumers, particularly millennials and Gen Z, are driving this demand for more personalized, experiential products that reflect their individual tastes and lifestyles. The success of these brands indicates a broader movement toward self-care rituals that feel both special and accessible.
The Future of Food-Inspired Beauty
As the trend evolves, we're likely to see even more innovative combinations and regional specialties making their way into beauty products. From masala chai-inspired body butters to jalebi-scented hair mists, the potential for Indian food culture to influence beauty is virtually limitless.
This gourmand movement represents more than just a passing trend—it's a fundamental reimagining of how personal care products can engage our senses and emotions. As Indian consumers continue to embrace these delicious innovations, the boundary between kitchen and cosmetics counter will only continue to blur.
