Why Guava-themed Beauty Launches Are Going to Be Everywhere This Summer

Beauty appears to have crowned a new “It” fruit in time for summer.

While strawberry — or “strawberry girl makeup,” as popularized by Hailey Bieber in a viral makeup tutorial — took over in 2023 as one of TikTok’s earliest fruity fixations (see: “tomato girl summer,” “blueberry milk nails” and others which followed suit), summer 2025 is poised to be the summer of guava.

In recent weeks alone, Summer Fridays launched its hero lip butter balm, $24, in a Pink Guava shade; Eadem introduced a sixth Guava Fresca shade of its viral Le Chouchou lip balm; clean fragrance brand Ellis Brooklyn inaugurated a Guava Granita Eau de Parfum and Anna Sui launched a Sundae Neon Twist fragrance inspired by guava ice cream.

There are numbers — not just hype — behind the boom.

According to Spate, fragrance-related Google searches alongside “guava” have grown more than 1,000 percent year-over-year, while the combination has seen more than 43 percent growth on TikTok. Alongside skin care, “guava” searches have grown 76 percent across platforms, with Glow Recipe and Eadem being among the leading beneficiaries.

But it’s not just beauty: interest in guava is also soaring in food and beverages.

Views of foodie guava-related content on TikTok have grown 34.7 percent year-over-year, while food-related “guava” searches have seen steadier 6.1 percent growth on Google, indicating that, “while Search remains the dominant touchpoint for purchase intent, short-form recipe and product content are what’s reigniting excitement and discovery,” said Spate cofounder Yarden Horwitz. Driven by viral Chinese guava candies, interest in the fruit within snacks, specifically, is also up 766.2 percent year-over-year.

Searches for guava paired with other popular fruits and sweets including “strawberry,” “candy” and “mango,” respectively, are each up by more than 15 percent year-over-year, indicating opportunity to combine the fruit with other gourmand flavors and scents.

And, as one may expect, a “guava girl makeup” trend — which entails a look similar to that of “strawberry girl makeup,” but with a light pink rather than reddish flush across the lips, eyelids and cheeks — appears to be in the early stages on TikTok, driven mainly by Chinese users, who previously influenced a “Douyin makeup” trend on the platform in 2023.