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In May, a model in a mustard dress with floral details walked through the garden of the Château de la Colle Noire, Christian Dior's favorite estate. The main accent of the look was a necklace with a cylindrical pendant decorated with enamel flowers and precious stones. But the real magic was inside: if you press the lock, a secret compartment with lipstick opens, CNN reports.

This unique thing is the result of a collaboration between the creative director of Dior Joaillerie Victoire de Castellane and the director of makeup Peter Philips. Dior explains that the product combines "a natural connection between jewelry and cosmetics."

The trend of beauty and jewelry intersecting is gaining momentum

Dior is not the only one experimenting at the intersection of categories. Earlier this year, American jeweler Suzanne Kalan collaborated with skincare brand Natura Bissé to create a unique facial treatment that featured diamonds applied to the chakras of the face and neck. The treatment costs £600 (around $796), and is only available at the Dorchester Hotel in London.

Consumer behavior psychologist Paul Russell notes: “Diamonds are no longer just decorative elements. They are becoming part of a process, an experience that wealthy clients value.”

Perfume as an art object

High perfumery remains the most fertile field for experimentation. Perfume bottles are transformed into art objects.

• In 2023, Guerlain and Chaumet created a bespoke perfume in a Bee bottle with 336 diamonds weighing a total of 55 carats for $1 million. The stopper turned into a ring.
• Bulgari to launch Murano glass fragrances with Serpenti motifs starting in 2021, priced from $200,000.
• Jaeger-LeCoultre has created three limited-edition fragrances that are only available to customers who purchase a luxury watch.
• Independent Dutch jeweler Bibi van der Velden has teamed up with perfumer Lyn Harris and artist Aristide Nadjan to create a part-sculpture, part-diffuser vase for scented candles.

Why brands do it

Historically, beauty accessories have been part of jewelry offerings. For example, in the 1930s, Van Cleef & Arpels created the Minaudière, an embellished makeup clutch. Over time, as cosmetics have become more mass-market, packaging has become simpler.

Now, premium brands are once again using expensive materials and unique designs to add value to their products. According to Pierre Dupre of the Boston Consulting Group: “For beauty brands, borrowing from jewelry elevates their status and allows them to enter the ultra-luxury segment. For jewelers, it’s a chance to attract a new audience.”

Beauty and Jewelry by the Numbers

Even as the luxury market slows, beauty and jewelry continue to grow. Bain & Company notes: “High jewelry and prestige cosmetics outperform the market due to their emotional value, giftability, and perceived value. Together, they create a powerful duo: aesthetic pleasure meets emotional security.”

Paul Russell adds: “People don’t want categories anymore, they want emotions. They want objects that feel personal, clever, even a little absurd. Lipstick on a necklace doesn’t make sense, logically speaking. But that’s what luxury is all about: intimacy, irrelevance, exclusivity.”

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