# Ice Cream Beauty Pop-Ups MERIT x Ruru Baked Hosted a Thematic Ice Cream Activation in Toronto By Debra John | Published 2026-06-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/merit-x-ruru-baked References: [instagram](https://www.instagram.com/p/DZ0Dxn1tiAF/)  [MERIT](https://www.trendhunter.com/trends/merit-and-the-ritzcarlton) x Ruru [Baked](https://www.trendhunter.com/trends/baked-by-melissa-x-jacks-coffee) collaborated on a thematic ice cream activation in Toronto, bringing together beauty and artisanal dessert culture through a limited-time experiential event. Central to the collaboration was 'The Morning Person,' a custom ice cream flavor created exclusively for the activation that combined a swirl of sweet cream ice cream and coffee ice cream. The bespoke offering complemented MERIT's minimalist aesthetic while introducing a seasonal, sensory element that encouraged guests to engage with the brand beyond traditional beauty retail. The activation paired MERIT's lifestyle-focused identity with Ruru Baked's reputation for handcrafted ice cream, creating an immersive environment centered on taste, community, and summer-inspired storytelling. The custom flavor served as a focal point for the experience, reinforcing the collaboration through a distinctive product available only during the event. Image Credit: MERIT x Ruru Baked ## Trend Insights (Trend Hunter) - Score: 9.1/10 - Popularity: 95% | Activity: 95% | Freshness: 82% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Beauty Dessert Collaborations:** Cross-category partnerships between cosmetics brands and artisanal dessert makers create memorable brand worlds where taste, scent, and aesthetics merge into shareable consumer experiences. - **Limited-time Sensory Retail:** Seasonal pop-ups with exclusive consumable products transform short-lived retail moments into high-impact engagement platforms that extend brand identity beyond core merchandise. - **Lifestyle Flavor Drops:** Bespoke food releases tied to lifestyle brands introduce scarcity, collectibility, and community relevance into categories traditionally driven by product sampling or visual merchandising. ### Industries Being Reshaped - **Beauty:** Minimalist cosmetics brands are expanding into multisensory environments that position beauty as part of a broader lifestyle ritual rather than a standalone product purchase. - **Food and Beverage:** Artisanal dessert businesses gain new cultural visibility through branded collaborations that turn handcrafted flavors into experiential media for hospitality, retail, and consumer goods partners. - **Experiential Marketing:** Immersive activations centered on exclusive products and local collaborators offer brands a differentiated alternative to conventional advertising and transactional pop-up retail. ## Related on Trend Hunter - [Collectible-Inspired Chocolate Creations](https://www.trendhunter.com/trends/godiva-x-pop-mart-labubu.md) - [Collectible Treat Pop-Ups](https://www.trendhunter.com/trends/the-kind-frozen-bar.md) - [Immersive K-Beauty Pop-Ups](https://www.trendhunter.com/trends/immersive-kbeauty-popups.md) - [Culinary Skincare Fusion](https://www.trendhunter.com/trends/sweet-fire-cafe-x-la-mer.md) - [Summery Lip Balm Activations](https://www.trendhunter.com/trends/melting-lip-balms.md) - [Indulgent Beauty Pop-Ups](https://www.trendhunter.com/trends/pout-preserve-lip-treatment.md) - [Beauty-Centric Cafe Collabs](https://www.trendhunter.com/trends/velvet-vault-x-brandor.md) - [Nostalgic Restaurant Ice Creams](https://www.trendhunter.com/trends/jenis-ice-cream-spring-collection.md) - [Iced Mermaid-Inspired Desserts](https://www.trendhunter.com/trends/mermaid-italian-ice.md)