Beauty fridges: The trend taking beauty to a new level cool

Beauty fridges have become the coolest trend on social media, giving a whole new meaning to the #shelfie, but which products are they most useful for? Cosmetics Business investigates

Unless you’ve been on a digital detox for the past few months, it’s highly likely you’ve come across one of the industry’s fastest-growing and more unusual beauty trends - the beauty fridge.

Born out of growing consumer demand to keep certain beauty products cool, the humble fridge has been elevated to new levels of social media hysteria, with Twitter trending on the phenomenon and influencers and celebrities flocking to share their own shelfies.

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