In recent years, the cosmetics and personal care product sectors have seen an increasing variety in brand collaborations that blend the worlds of food, beverage, and personal care, creating unexpected, sensory-driven experiences. Major personal care brands, such as Dove and Native, are now teaming up with well-known food and beverage brands to captivate consumers with indulgent, nostalgic offerings.
This growing trend mirrors successful partnerships in the broader marketplace. For example, in 2024 e.l.f. Cosmetics partnered with canned water brand Liquid Death to create its limited-edition Corpse Paint Vault make-up collection. In 2023, cosmetics brand Rhode released a limited-edition Strawberry Glaze lip peptide treatment in partnership with Krispy Kreme.
However, notable examples of this trend include the 2020 launch of Morphe’s Coca-Cola cosmetics collection and even the 2016 marketing collaboration between Benefit Cosmetics and Starbucks. These launches and campaigns not only reflect a unique convergence of industries but also demonstrate how blending familiar flavors and scents with personal care can elevate everyday routines in new and exciting ways – and the recent offerings from Dove and Native are evidence that they are strongly resonating with consumers.
Dove x Crumbl
In the personal care space, Dove’s partnership with Crumbl Cookies is a standout example of how brands are merging sensory experiences to create novel offerings. “Dove and Crumbl both have passionate, loyal fanbases that revel in the feel-good moments our brands offer,” Gaurav Raisinghani, Head of Innovation, Equity and Brand Design for Dove Skin Cleansing, told CosmeticsDesign.
“Pairing Dove’s commitment to superior care with the irresistible scents of Crumbl cookies felt like a natural fit,” he explained. “By listening to our communities, we identified the Crumbl cookie flavors that would resonate most for this collaboration,” and “the result is a collection that challenges what you thought was possible from your body care routine, allowing anyone to cookie all day, every day.”
The collection includes a body wash, body scrub, deodorant, and liquid hand wash in Confetti Cookie, Lemon Glaze, and Strawberry Crumb Cake scents, which are now available through Walmart’s retail channels.
Native x Jarritos & Native x Dunkin
Meanwhile, Native has embarked on two exclusive collaborations, one with Mexican soda brand Jarritos and another with Dunkin’. Both partnerships were designed to meet consumer demand for fun, unexpected scents that enhance personal care experiences.
“Native’s collaborations with Jarritos and Dunkin are strategic product lines that reflect our commitment to putting the consumer first and enhancing their personal care experience,” a Native spokesperson told CosmeticsDesign.
“We spend a lot of time with consumers to understand what scents resonate with our audience, focusing on popular scent profiles such as sweet, fruity, citrusy, and gourmand,” and “these two collaborations are a direct result of giving our consumers what they are looking for.”
The Native x Jarritos line taps into vibrant, fruity scent profiles inspired by the soda brand’s colorful offerings. “Jarritos is a natural fit for Native, particularly for consumers who love sweet, fruity, and citrus scents,” and “by aligning with Jarritos, known for their vibrant and playful flavors, we tapped into a market that appreciates fun and exciting aromas,” the spokesperson explained.
“The colorful branding and joyful essence of Jarritos perfectly complements Native’s mission to bring fun into personal care routines, making this collaboration a seamless extension of our product offerings.”
The Native x Dunkin collection caters to fans of gourmand scents, with offerings that evoke the comforting aromas of coffee and donuts. “Native’s collab with Dunkin speaks directly to the gourmand lovers in our community,” and “both Native and Dunkin offer essential products for consumers to enjoy as part of an energizing morning routine,” said the spokesperson. “This collaboration builds on the success we’ve had with our past sweeter collabs such as Baked by Melissa, allowing us to bring indulgent and comforting scents to our consumers.”
Like Dove’s Crumbl release, both Native collaborations were strategically launched as retail exclusives—Jarritos with Target and Dunkin with Walmart. When asked about the decision-making process behind these partnerships, the Native spokesperson emphasized the importance of consumer insights. “Consumer testing helped us solidify each collab was the right fit to delight the shoppers of our retail partners,” they said.
Retail exclusivity is a key element of Native’s distribution strategy. “Historically Native has been known to take a limited edition scent to a broader, national distribution as part of our core scent offerings if the consumer demand is there,” the spokesperson added. “The Native x Jarritos collab with Target is building off the momentum of success behind our previous collabs of Girl Scouts, Candy Shop, and Baked by Melissa.”
The partnerships have also provided Native with valuable consumer insights. For instance, during development of the Dunkin collection, the brand discovered that the Boston Kreme scent resonated strongly with consumers despite initial uncertainty about its appeal. “When we explored the collaboration with Dunkin, we focused on their most beloved offerings, like the Boston Kreme donut,” they explained, adding that “we were unsure how this popular flavor would translate into a deodorant scent that consumers would also love.”
“However,” they continued, “through extensive consumer testing, Boston Kreme emerged as a surprisingly well-received scent, demonstrating that our audience is open to experiencing familiar flavors in unexpected ways.”
Packaging design also played a significant role in the success of the Jarritos collaboration. “We dedicated significant effort to create a thoughtful design that reflects Jarritos’ playful identity and the fruity scents we were offering,” the spokesperson shared.
“The outer color of the pattern design mirrors the exterior color of the fruit, while the inner color represents the fruit’s flesh,” they explained, adding that “we found that the vibrant and colorful packaging of the Native x Jarritos collab was a standout element that resonated with consumers.” As a result, “the packaging is something consumers would be proud to display on their countertops, adding an element of fun and aesthetic appeal to their personal care routines.”
As these collaborations continue to generate buzz, Native is already looking ahead to future opportunities. “Native will continue to explore collaborations with brands because we prioritize the consumer experience above all else,” the spokesperson concluded. “By partnering with other innovative brands, we can push the boundaries of delighting our consumers while remaining true to our core principles of providing clean, simple, and effective personal care products.”
Early sales data suggests that both the Jarritos and Dunkin collaborations are resonating with consumers. “These collections are successfully attracting first-time customers while also delighting our loyal consumer base,” the spokesperson shared. “This balance was a key goal for us, showcasing that we can introduce fun and engaging scents without compromising our core values.”
With a focus on balancing innovation and consumer preferences, both Dove and Native are pushing the boundaries of traditional personal care products by delivering unexpected, sensory-driven experiences. As the trend of brand collaborations continues into 2025 and beyond, these partnerships are shaping new ways for consumers to engage with their personal care routines.
