Beauty Brands Take a Bite Out of Guava Girl Trend

As the foodie trend of 2025 continues to bear fruit, consumers are directing their voracious appetites toward the guava. Specifically, the radiance and prettiness of the tropical fruit’s inner pastel-pink color. 

Enter Guava Girl Summer, this season’s official aesthetic. As a nod to the succulent fruit native to the Caribbean, Mexico, North and South America, a growing number of color cosmetics are characterized by pink and orange tints; and consumers and beauty brands are going bananas. 

“2025 is all about glow, color and playful expression,” Susana Niño, a licensed cosmetologist out of Los Angeles, told Happi. “We are seeing watercolor pinks, fiery corals, iridescent pastels and bold pops like electric blue and cherry. The clean glow aesthetic continues to lead with radiant skin, sheer coverage and natural brows.” 

One such brand that beautifully capitalized on the Guava Girl aesthetic is Tarte Cosmetics. The brand, known for its signature Maracuja juicy lip franchise, poured up Dunkin’ Donuts’ guava-colored Pink Spritz Refresher to quench consumers’ thirst for the refreshing trend. 

Mixing the formulas of Tarte’s maracuja juicy franchise (one of which reportedly sells every six seconds globally) with the B vitamins and green-tea-derived energy from Dunkin’s Refreshers, the collection serves up a tall cup (and tube!) of four new lip products made to match each refresher. Shimmer Glass Lip Plump comes in a rosy mauve. The high-gloss shimmer meets plumper-looking lips. Plus, to double down on the chachka trend, the lip plump is equipped with a free mini-Dunkin’ cup keychain charm. 

Another lip product in the guava collection, the Lip Melt Mask in Icing, is a baby-pink balm and overnight lip mask topped with a mini free Dunkin’ donut keychain charm. Tarte’s Maracuja Juicy Lip Tint, a clickable, transfer-proof tint serving the look of blushing lips, is served in two guava-inspired shades, Lolli & Ice Pop. 

NOSTALGIA IS ON EVERYONE’S LIPS… AND FINGERNAILS! 

On the topic of ice pops, frozen treat brand Popsicle is cashing in on the fruit trend. The brand linked pops to its 120th birthday with a limited-edition line of glossy lip oils designed to sweeten the mind (and pouts) with childhood nostalgia while giving the impression of ice-pop-stained lips. Popsicle Pouts were available in Popsicle’s three iconic flavors—OMG Orange, Cheeky Cherry and Groovy Grape—while supplies lasted in June and retailed for $5.64 each, roughly the same price as a box of Popsicles. 

Aside from food, nostalgia is another dominant trend taking 2025 by storm. This past spring, Lancôme harkened back to Y2K by recruiting stars like “The Simple Life”’s Paris Hilton and then-teen-heartthrob and “One Tree Hill” star Chad Michael Murray to promote the renaissance of the brand’s iconic Juicy Tubes. The brand, which touts these tubes the “OG high-shine gloss,” sells seven classic shades. One of them is Magic Spell, which produces a sparkly-sweet strawberry shine. Hilton modeled the hue in a room with shelves lined with her throwback numbered bowler handbags. 

“Every time it takes me back, it’s like a time machine,” said Murray in an Instagram post upon taking a whiff of the tube and rolling his eyes back, ecstatically. He recalled having “piles” of the “tasty” vanilla-scented product onset while playing Austin Ames in 2005’s “A Cinderella Story” opposite Hilary Duff. While his favorite hue is Marshmallow Electro, he experienced a taste of Magic Spell, which was worn by his wife with whom he shared their first kiss in 2014. 

Flash forward to present day, in July, the brand introduced a new spinoff of sorts, Lip Idôle JuicyTreat, a non-sticky, hybrid oil-in-gloss formula with Lancôme Global Ambassadress and Gen Z, Grammy nominated songstress Olivia Rodrigo. The product is packed with 20% squalane and provides over 70%, 24-hour hydration in one application, and smoother, bouncier lips with two weeks of use. The product is available in 10 shades spanning red, rosy and toffee. 

NAILED IT 

Speaking of Y2K, press-on nail brand Glamnetic, founded by Ann McFerran, captured the era’s playful glamour and the guava pink color with a new nail design in partnership with Miami, Los Angeles and Las Vegas hotspot Delilah. The restaurant’s energy, which emits “retro glam” vibes, was captured in an exclusive pink cat-eye press-on nail dubbed “Love, Delilah.” The short almond shape is embellished with a floral accent—the restaurant’s emblem. 

“This nail design blends both of our worlds,” McFerran told Happi. “The rich pink shade ties back to both of our signature colors, and the cat eye finish adds a glam, dimensional touch that gives a nod to the velvet jumpsuits their team wears on Throwback Thursdays.”

Glamnetic, which McFerran founded during the pandemic, surpassed 1.1 million orders on Shopify in its second year of business during holiday 2022. By the press-on nail and magnetic lash brand’s third year in business, it raked in over nine figures in revenue. McFerran told Happi the “pull” was saving beauty lovers time, money and effort with a bevy of intricate nail designs in a variety of trendy colors and patterns. The brand’s premium, multidimensional magnetic lashes are among the strongest holds on the market with up to 60 uses with proper care, she said.  

Another nail and lash brand clawing for attention is Kiss Products. The brand teamed with Amazon Prime’s “The Summer I Turned Pretty” to launch a limited-edition collection of ready-to-wear nails and lashes inspired by the hit Prime Video romance series on Cousins Beach. KISS’ glue-on nail styles include Sunlit Days and Bittersweetly, along with Waves Whisper, an imPRESS glueless nail design. Featuring chic silhouettes and finishes in trend-forward coastal tones, the dainty styles offer a comfortable and flexible fit.

imPRESS Long Lasting Falsies come in Demi Wispy for a “sun-kissed flutter;” Demi Edgy for dramatic poolside moments; Demi Natural for effortless beach days; and Demi Bold for the memorable summer nights. These innovative, pre-glued clusters deliver waterproof, fluttery looks that last up to five days, per the brand. Each pack includes two reusable cluster sets, a sleek storage case and exclusive summer-themed stickers.

“This collaboration is a love letter to summer and self-expression,” said Kristin Giarrusso, global marketing director at KISS Products, Inc. “We designed each piece of the collection to reflect the carefree confidence and romantic nostalgia of ‘The Summer I Turned Pretty.’

OPTIMISTIC MAKEUP COLLECTIONS 

Consumers may be kissing up to the romantic nostalgia trend, but they’re also in touch with their inner child. This season also saw the nostalgic cartoon craze blow up with the popularity of Spongebob infiltrating food chains, personal care and now the beauty space. 

“Nostalgia connects us emotionally, it brings comfort and joy,” noted Niño. “When brands tap into film/TV, it reminds us of simpler times and invites us to express our inner child. I’m definitely a ’90s girl at heart, so anything from The Little Mermaid, El Chavo del 8 or even Sailor Moon, instantly gets my attention. Makeup becomes more than beauty, it’s emotional storytelling.”

To soak up the optimism and whimsical charm of Bikini Bottom, Wet ‘n Wild released a limited-edition collection for lovers of makeup and the animated classic series. The affordable collection channels the same energy into bold shadow palettes, character-inspired sponges and accessories. Items include the Underwater Wonder Liquid Blush; Chill Factor Cooling Glitter Stick; Always Sunny In Bikini Bottom Bronzing Drops; Best Day Ever Glitter Body Illuminator; Double The F.U.N Liquid Eyeliner Stamp; and Puffed Up Powder Puff. Wet ‘N Wild’s Spongebob collection follows the brand’s past cartoon collaborations with Hello Kitty and The Nightmare Before Christmas.

Another beauty brand cashing in on the feel-good cartoon vibes from which they’re using to paint a smile is Fenty Beauty. Founder Rihanna, who plays the lead role of Smurfette in summer blockbuster “Smurfs” for which she supplied the theme song “Friend of Mine,” dropped a limited-edition Smurfette Collection Collector’s Tin timed with the movie’s highly anticipated release. The seven-piece lineup also offers a dose of nostalgia with vibrant hues, whimsical packaging and accessories for lips, hair, body and face. The collection includes the brand’s Gloss Bomb Universal Lip Luminizer in “Smurfette Effect,” a shimmering lavender shade with the same shea butter-rich, high-shine formula. Fenty Skin offers a Fenty Treatz Lip Oil in “Smurfberry,” a red-tinted, non-sticky formula that hydrates while strengthening lips’ moisture barrier. Both are infused with a juicy Smurfberry scent and features a disco ball keychain. Also key to the collection is Rihanna’s beloved Icon Velvet Liquid Lipstick now available in Smurf’Melon, a vibrant watermelon red. The creamy, whipped formula hugs lips with intense color in a single swipe for high-impact, velvety matte color and lightweight, long-lasting, comfortable wear. 

The Butta Drop Mini Shimmering Whipped Oil Body Cream offers hydration, holographic shimmer and a new “Smurfberry” scent for a smooth, soft body. Packed with 25% rich butters and seven conditioning essential oils, it doubles skin’s hydration instantly and boosts elasticity over time, leaving the body smooth and soft.

LIP LINERS AND SLIM SHADY INSPIRATION 

With nostalgia dominating cosmetics trends, lip liners are also making a comeback. No better epitome of the trend than rap icon Eminem’s former wife Kim Mathers when the pair were together at the pinnacle of the rapper’s illustrious career in the late 1990s. Mathers is famously photographed with her then-husband with her pout lined with a dark plum color and contrasting frosty baby pink lipstick. 

“Y2K is back and glossier than ever,” said Niño. “Think frosted lids, face gems, skinny eyebrows, metallic gloss and pastel shade. We’re blending shimmer with skin-like textures, creating dreamy, playful looks with more modern techniques. The appeal is all about freedom and fun. Beauty with zero rules and maximum nostalgia.”  

Flashback to present day, the hashtag #lipcombo went viral on social media with brands like Kylie Jenner the trend’s newest face. The Coty-owned brand, Kylie Cosmetics, worth a reported $1.2 billion, is known for its lip kits, which contain a glossy, matte, velvet and lip blush with a matching lip pencil. The matte lip kits, one of which is called Kylie, is a soft dusty rose. The kits aim to give wearers the beauty entrepreneur’s perfectly taut, plump pout. Per Spate, views of Kylie Cosmetics have a quarter-over-quarter increase of 113.8% alongside the trend. But there’s other players lining up for the fun. 

This past month, Fenty Beauty introduced five new shades of its Trace-d Out Pencil Lip Liner. The longwear pencil is formulated with pigments for every lip tone. The new summer- and fall-centric hues include “Apri’Caught” in light peach; “Bored Heaux” in Bordeaux; “They So Vine” in berry; “Whiskey” in deep mahogany; and “Bubble-Tini” in light-beige pink. 

In July, Milani Cosmetics introduced its Keep It Full Plumping Lip Liner. Powered by 1% Maxi-Lip infused with spicy chili fruit extract and ginger root oil, the liner touts an immediate volumizing effect in six shades. 

Another brand capitalizing on nostalgia is indie beauty brand Bella Doña. The Los Angeles-based brand, cofounded by LaLa Romero and Natalia Durazo, is rooted in 1990s childhood nostalgia: from long acrylic nails to winged eyeliner to imposing gold hoop earrings. Their sister brand Sweet Street dropped three dual-ended lip pencils in thin and thick which are used to line the lips and color them in, respectively. The three ‘90s-inspired hues include Lovergirl in hot pink, Angel BB in brown, Sweet Thang in a cool toned mauve and Low Key in a light peachy nude. All thick and thin liners are formulated with shea butter and vitamin E for an ultra-smooth, high-pigment payoff.

In-line with 90s inspiration, Half Magic, founded by Emmy-winning HBO smash series “Euphoria” Doniella Davy, known for her “emotional glam” looks, introduced a Crystal Butter Lip Balm that yields the frosted lips look of the late 1990s. The lipstick bullet is shaped like a crystal and ultra-hydrating with high-impact glitter for soft color and shimmer or buildable high-intensity sparkle. Shades include Cinnawich in cinnamon; Sugarhead in iridescent white; Shell-ebrity in baby pink; and Icon Aura in Fuchsia. The shades can be paired with Sculptitude 2-in-1 lip liner in various dual-toned shades from Emo Rose/Prancing Queen in rosy brown and rosy pink to Give’em Hell/Ruby Slippers in Orange and Blue Red. 

STICK IT 

While eyeshadow and foundation have long been applied with the tried-and-true brush, the stick is ruling application with its convenient, easy-to-use format and creamy finish. Per Circana, stick eyeshadow and foundation each grew double digits, outperforming their counterparts that come in more traditional forms. Lip liner and other lip makeup grew, including lip oils and balms, analysts report. Of note is Laura Mercier’s Caviar Stick Cream Eyeshadow in standout shades from Smoky Quartz to Rosegold and Amethyst. The hues create a brightening effect on lids. To complement their brightening repertoire, this past month, the brand released its new setting powder, Secret Brightening, in five shades. 

The setting powder—beloved by makeup artists and celebrities from The Outset Founder Scarlett Johansson to Sarah Jessica Parker—was inspired by the lighting that beautifully illuminated the under-eye on set. Like its signature bestselling Translucent Setting Powder, Secret Brightening aims to bring the same awakened look to users. The silky-textured, lighter-than-air powder addresses issues tied to concealer creasing for an aptly calibrated powder that sets and brightens to awaken the entire delicate eye area with coconut emollients. Secret Brightening comes in Translucent, Soft Pink, Peach, Golden and Rich Peach. 

Niño, whose clients have included Paris Hilton, is currently using Danessa Myrics Beauty Color Fix—waterproof multiuse sticks for eyes, cheeks and lips, and Urban Decay’s 24/7 Shadow Sticks. In keeping with the summer’s Guava Girl trend, Niño uses Rare Beauty’s Soft Pinch Liquid Blush in shade “Happy,” which is a dewy, cool pink color. 

On the topic of 3-in-1 cosmetics, Hailey Bieber’s Rhode Beauty, which was recently acquired by ELF for $1 billion, has a Pocket Blush that has been attracting attention on Instagram. The on-the-go cream blush highlights cheeks and lips with a satin flush with daylong staying power. Shades range from Spicy Marg in bright coral to Sun Soak in spiced orange. 

Niño also uses NYX Line Loud for “budget friendly boldness. 

“I love pairing with gloss only skipping lipstick for a fresh ’90s feel,” she said. 

BUTTER GLOSS AND OTHER ‘SUIT’ABLE HUES 

NYX Professional Makeup is cutting into the butter gloss trend with a collaboration with gloss aficionados and songstresses Paris Hilton and rapper Saweetie. The brand’s recent campaign, “If You NYX You Know,” celebrates its three pillars: professional quality, accessibility and an extensive shade range. The dynamic duo brings the brand’s cheeky personality to life with sketch comedy, educating audiences on how to never settle on quality and affordability when it comes to makeup.

“I’ve been a NYX girlie since day one when I was first learning how to do my makeup,” said Saweetie. “This campaign is a beautiful full-circle moment for me, and I always have so much fun working with the icon herself Paris Hilton. Can’t wait to see all the glam looks the Icy Grls will be serving this summer.”

NYX Professional Makeup premiered a series of short videos starring the twosome on social and digital channels, billboards and retail takeovers, which featured viral products including The Fat Oil Lip Drip, Butter Gloss and the brand’s latest innovation, Smushy Matte Lip Balm. 

With respect to texture, for Rimmel London, wearing a good lipstick should be worn as well as a fitted suit. To replicate the intense shine of the brand’s new Thrill Seeker Lip Latex, it linked with fashion designer Christian Cowan to create a custom red latex suit. The slinky, fire-engine-red getup mimics the vivid colors and 3D latex shine of the new lip colors. The formula is a cocktail of aloe vera, hyaluronic acid and vitamin E with eight shades ranging from nudes to bold reds in hues such as Honey Bun, Rimmel Red, Sassy and So Peachy.

On the topic of suit-able hues, Gen Z-centric ELF Cosmetics, whose net sales surpassed $1 billion in fiscal 2024, this summer created a tool to help beauty fans discover makeup shades that harmonize with their unique features. It achieved this with help from a curated Pinterest board, which features shoppable ELF products tailored to their individual “color story.”

The tool, ELF-nalysis, is a free experience that delivers seamless color-season analysis at users’ fingertips. Users simply take a selfie and the tool analyzes their hue (warm or cool), value (light or deep contrast) and chroma (bright or muted) to reveal their color season and custom board.

 “‘Color ELFnalysis’ is about breaking down beauty barriers and making personalized color analysis accessible to every eye, lip, and face—for free,” said Patrick O’Keefe, chief integrated marketing communications officer at ELF Beauty. “This tool, developed with Pinterest and in collaboration with real-life color experts, complements—not replaces—the human touch. It’s a smart, seamless, and fun way for our community to discover what works for them—and find their perfect ELF product matches in just a few taps.”

To bring this experience to life, ELF worked with Pinterest’s insights team to map seasonal trends. By looking at user search, save and shop behavior on Pinterest—including a 23% increase in “true summer makeup” and a 30% increase in “spring color palette analysis”—the Pinterest team identified trending searches to fuel ELF’s curated boards. The experience also features Pinterest’s newest collages format, bringing color ideas to life in a dynamic way that reaches shoppers at the precise moment inspiration strikes.

“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” said Katie Dombrowski, VP- CPG at Pinterest. 

ELF partnered with Pinterest creators to develop season-specific content via the platform’s new creator partnership packages. The collaboration enables creators to produce Pinterest-first content and amplify their reach using Idea Ads with paid partnerships. To bring “color ELFnalysis” to life, ELF tapped Movement Strategy—a social-powered creative agency that uses real-time insights and platform behavior to build brand strategies, breakthrough content, and influencer partnerships that move culture.

ELF and Pinterest brought “color ELFnalysis” to Pinterest Manifestival at the Carlton Beach Club in Cannes earlier this summer. Attendees received an exclusive first look at the new tool and indulged in a mini seasonal makeup styling session.

“It’s about confidence without needing perfection,” said Niño.