Baby Pink Sells

AVANT-GARDE recognizes the baby pink obsession and how this latest craze sells product off the shelves.
April 11, 2023 by
Audriana Cristello
If you’ve been scrolling through social media or browsing through Sephora aisles, you may have noticed a common theme: baby pink. This soft, feminine hue has taken the beauty world by storm, with more and more brands incorporating it into their packaging and products. In this article, we’ll explore why baby pink is all the rage and highlight a few popular brands that are embracing this trend.

The Baby Pink Appeal

The color pink has always been associated with femininity, but baby pink takes it to a whole new level. This light, delicate shade is reminiscent of sweetness, and youthfulness. It’s no wonder that beauty brands are jumping on the bandwagon, as this color can instantly make a product more appealing to a female demographic.

But it’s not just about the aesthetics – there are also psychological reasons why baby pink is so popular. Studies have shown that exposure to pink can have a calming effect on the mind and body, which is particularly relevant in the beauty industry. After all, skincare and makeup are all about self-care and relaxation.

Popular Brands Using Baby Pink Packaging

So which brands are leading the way in the baby pink trend? Here are just a few examples:


​Glossier is known for its minimalist, millennial-friendly packaging, and baby pink is a staple in their branding. From the iconic bubble wrap pouches to the “G” logo, this shade is used throughout their product line. To name a few, products like the Pro Tip Liquid Eyeliner and the Futuredew Serum both feature soft hues of baby pink. We have seen the Glossier obsession through celebrities like Olivia Rodrigo in her Vogue Beauty Secrets YouTube video to beauty enthusiasts like you and I.

Photos: Glossier

Rare Beauty

​The Stay Vulnerable Melting Blush is a popular product from Rare Beauty. It comes in an adorable baby pink compact, and the formula is designed to melt into the skin for a natural-looking flush. The shade "Nearly Rose" is a bright, rosy pink that's perfect for buildable or natural wear, while "Nearly Mauve" is a deeper pink for a quick and easy look. The Positive Light Silky Touch Highlighter is another to mention from Rare Beauty. The packaging, very similar to the Melting Blush, has a lighter hue of baby pink but still attracted my attention. The color Mesmerize is a bronzy rose shade that will keep your cheekbones shining all day.

Photos: Rare Beauty 

​Rare Beauty also offers a range of baby pink accessories, including makeup pouches, tote bags, and brushes. The makeup pouches are a convenient way to keep your makeup organized and easily accessible, while the tote bags are a cute way to show your love for Rare Beauty and feed your baby pink aesthetic. And the brushes, with their soft, pink bristles and sleek, silver handles, are a beautiful addition to any makeup collection. I adore the Soft Pinch Blush Brush. It glides both her liquid and melting blush smoothly across the skin every time.

Too Faced

​Too Faced is a brand that’s all about whimsy and playfulness, so it’s no surprise that they’ve incorporated baby pink into their packaging. From the Sweet Peach eyeshadow palette to the Melted Matte lipstick, their products are as adorable as they are effective.

​One of their most iconic products, the Too Faced Sweet Peach Eyeshadow Palette, comes in a sturdy, pink metal case with a peach and pink ombre design on the front. The shades in the palette include several pink-toned options, such as "Georgia", a soft, pinky-peach matte shade, and "Bellini", a shimmery pink with gold reflects.

There’s no denying that baby pink is the color of the moment in the beauty world. Its soft, feminine appeal is perfectly suited for the self-care and relaxation that the industry promotes. Whether you choose to go all out with an entire bright pink look or simply incorporate a pink-toned blush with a "no- makeup" makeup look, there are plenty of ways to try out this trend for yourself.

Audriana Cristello April 11, 2023
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