Ice cream is fast becoming beauty’s favourite sweet treat, from Kourtney Kardashian’s Lemme’s partnership with fro-yo giant Mimi’s and Loewe’s pistachio-themed pop-up, to ice-cream scented launches from Dove and fragrance brand Abel. “Ice cream is also one of the few cultural touchstones that travels across age, income bracket and geography without losing emotional charge. “And beauty and ice cream share the same sensory vocabulary – texture. “I actually do not think beauty is obsessed with ice cream, I think beauty is obsessed with creating emotional worlds and ice cream happens to be today’s most effective storytelling device,” says O’Neal. “Ice cream represents joy, indulgence, nostalgia and escape without requiring much explanation.