Inside the Rise of Edible Opulence (and Fish-Egg Facials)
Once the preserve of Bond villains and billionaires, caviar is having a cultural glow-up. It’s no longer just spooned from silver tins on superyachts — it’s slathered on faces, served at fashion week afterparties, and turning up on your TikTok feed as the ultimate “soft life” flex.
So, is caviar the new matcha? Here’s what you need to know about the ingredient that’s redefining indulgence in beauty, wellness, and snacking — with a side of fishy fabulousness.
The New-Age Caviar Girl
She’s swapping oat milk lattes for Kaluga toast points, and her fridge glows with Mother of Pearl spoons. At London’s Caviar Kaspia, the humble baked potato is topped with £400 worth of fish eggs — and that’s just lunch. Meanwhile, New York’s Maison Close and Petrossian are offering “caviar bumps” — a pinch of roe served on the back of your hand like a rarefied ritual.
Caviar isn’t new, but the culture around it is. It’s Gen Z’s answer to a dirty martini: iconic, briny, beautifully unnecessary.
Caviar in Your Skincare? Absolutely.
The rise of caviar-infused skincare isn’t just branding — it’s backed by results. Caviar extract is packed with omega-3s, amino acids, and peptides — ingredients that hydrate, firm, and glow-up your skin barrier like it just came back from Lake Como.
Caviar-Powered Products to Know:
La Prairie Skin Caviar Luxe Cream
£486 at Harrods
The Rolls-Royce of face creams. Firming, smoothing, and smells like a penthouse spa.
Dr. Brandt Caviar Cream
A less flashy, peptide-rich option for those dipping a toe into decadence.
111Skin Celestial Black Diamond Serum
Not technically caviar, but the energy is aligned: opulent, reparative, and steeped in celebrity worship.
Caviar on the Menu (And Not Just for the Rich)
Yes, it’s expensive. But the point isn’t the quantity — it’s the experience. In Paris, Milan, and Mayfair, you’ll spot fashion girls ordering a single canapé’s worth of caviar, paired with champagne or potato chips. It’s a vibe.
Image Brand Volzhenka
Caviar is now a statement: you’re too cool to count calories, and too discerning to snack like everyone else. Matcha who?
Caviarcore: A Quiet-Luxury Movement
There’s something distinctly old money about indulging in something so small, salty, and absurdly niche. While the rest of the wellness world tries to make kombucha sexy, caviar has entered the chat with a whisper: I don’t need to explain myself.
It’s not about being flashy. It’s about knowing. Like wearing vintage Alaïa or slipping La Mer into your skincare line-up without tagging it.
Final Thought:
Is caviar replacing matcha? Not exactly. But in a world pivoting from clean girl to quietly indulgent, the new “wellness” is a little saltier, a little silkier — and definitely more mysterious.
