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10 MERMAID Inspired Beauty and Fashion Products

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The beauty aisle went full siren song in early 2017, and mermaid tails were suddenly everywhere but the ocean.

TheThings Celebrity rounded up the trend in its video “10 MERMAID Inspired Beauty and Fashion Products,” published February 6, 2017, tracking how an aquatic, fantasy-driven aesthetic took over drugstore shelves and high-end counters alike. The wave built on the broader 2016–2017 shift toward vibrant, non-neutral palettes and nostalgic, whimsical imagery in cosmetics marketing. Instead of neutral shadows and matte lips, brands leaned into iridescence, shimmer, and anything that could plausibly be called “under the sea.”

• Mermaid tail-shaped makeup brushes with iridescent pastel, fish-scale-style handles and soft synthetic bristles topped the list of standout tools.
• Ocean-inspired hair accessories — seashell clips and starfish-and-pearl pieces — were highlighted as a quick way to work the look into an everyday hairstyle.
• Duo-chrome, scale-effect nail polishes and prismatic highlighters in seafoam green, aqua, and soft violet anchored the color-shifting side of the trend.

The Tools Leading the Trend

The mermaid makeup brushes are the clearest example of form catching up with function. Shaped like a mermaid’s tail and finished in iridescent pastel tones, the brushes were built with soft bristles designed for actual blending performance, not just vanity-shelf appeal. It’s a pattern seen across the collection: the shell-shaped makeup palette packs ocean-toned shadows into a compact, travel-ready case, proving the aesthetic wasn’t purely decorative — brands built usable products around the fantasy packaging.

Scales, Shimmer, and Skin

Nail polish and highlighter were where the “scale effect” really showed off. The featured mermaid scale nail polish uses an iridescent, color-changing finish meant to mimic the shimmer of a mermaid’s tail catching light, while shimmering highlighters in the lineup reflect the same seafoam-and-violet duo-chrome effect across the skin. This is the same formulation trend that pushed brands to chase prismatic, non-neutral shades throughout 2016 and into 2017 — the mermaid theme just gave it a name and a marketing hook.

Everyday items — from makeup applicators to glittering nail varnishes — were repackaged to let consumers channel mythical merfolk in their daily styling routines.

Accessories Beyond the Makeup Bag

The trend didn’t stop at cosmetics. Seashell hair clips and starfish headbands, ocean-inspired jewelry featuring seashell earrings and coral necklaces, and a seashell-shaped purse all made the cut as ways to wear the theme without touching a makeup brush. Coconut-and-sea-salt perfume, mermaid bath bombs, and mermaid-print swimwear and maxi dresses rounded out the list, alongside a mermaid tail blanket for anyone who wanted the fantasy without leaving the couch. Together they show a trend that jumped from the makeup counter straight into fashion accessories, similar to how other fantasy-driven crazes have crossed over from beauty into wardrobe staples — the kind of styling ripple effect that shows up whenever a look gets picked up widely enough to reach runway and modeling circles.

A Fantasy Aesthetic With Real Shelf Space

What separates this trend from a passing gimmick is how thoroughly brands committed to it across price points — the same scale-effect shimmer showing up in a drugstore polish and a shell-shaped high-end palette. It’s the kind of full-collection buy-in that mirrors other themed fashion moments, from novelty accessories to statement pieces that show up on red carpets, not unlike the attention paid to headline-grabbing designer fashion when a single detail becomes the story.

By the time this roundup went up, mermaid-print swimwear and bath bombs were already sitting next to Valentine’s Day displays — which, for a trend built on shimmer and pastel scales, was about as fitting a shelf placement as it gets.