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Amidst the dog days of summer, Halloween-inspired products like spooky soap and glow-in-the-dark nail polish are luring consumers to shop early.
August 3, 2026
By: Lianna Albrizio
In the dead of summer, Halloween is alive on social media.
Consumers are howling for spooky season, and beauty and personal care brands are capitalizing on this Summerween trend – a mid-summer “holiday” where celebrants start getting into the Halloween spirit as early as July and August. A newcomer in the Summerween hype is Lush Cosmetics.
“Lush loves life, and we’ll take any reason to celebrate!” Erica Vegan, Lush Cosmetics product expert, told Happi. “There are plenty of us Lushies who are absolute fanatics about Halloween, and when it gets hot and sticky outside, we start yearning for our cauldrons and cooler weather. It seems more and more people are feeling the same way, which is exactly why Summerween has become such a fun celebration. This is actually our first summer celebrating Summerween this early, and we couldn’t be more delighted. Summerween is all about bringing the magic, nostalgia, and playful spirit of Halloween into the middle of summer, proving there’s never a wrong time to celebrate your favorite season.”
Happi rounded up some of the brands capitalizing on Summerween with spooky season products.
Nothing screams Halloween like glow-in-the-dark and Day of the Dead.
As part of its Summer Screams collection, Colorstreet’s Bone & Blossom design is in line with fall’s dark floral aesthetic. Its glittery black, white, pink, evergreen and gold strip made of 100% nail polish is covered with floral skull motifs reminiscent of Day of the Dead.
Another Summerween-themed strip offered by the brand is Caught in a Web. The glow-in-the-dark deep teal is embellished with iridescent flakes and spider web motifs. Prism FX colors feature awe-inspiring color-shifting particles that turn to a light-mint gradient.
Indie nail polish brand Mooncat has released a hot new glow-in-the-dark hue, Moonlight Lullaby. The icy white lacquer includes blue undertones and white shimmer that glows white in the dark. The brand recommends topping it off with the brand’s Matte Made in Hell or Speed Demon topcoat for a long-lasting finish.
Another nail brand nailing the Summerween trend is Beetles Gel Polish. This month it unveiled a Vampiric Feast Gift Box for Gothic 2026 Halloween Nails. Inspired by the vampire-core aesthetic, the eight-color, all-in-one kit complete with a compact nail lamp provides the tools needed to design the perfect black cat-eye and blood-red jelly finishes, along with vampire queen and dark romantic nail designs. The Vampiric Feast Halloween Gift Box is available on BeetlesGel.com and Amazon.
Lush Cosmetics has released a Halloween collection with self-care essentials of vegan bath bombs and soaps. The collection follows a successful 2025 launch with a reported 3.2 million Halloween products produced.
A trip to Salem, Mass. inspired the new collection for 2026.
“Halloween is the perfect time to experiment with new textures and unexpected ideas,” said Vega. “This year, we’ve been playing with gummy textures in the shower, including the debut of the Witch’s Hand Shower Gummy. It’s so ridiculous and funny, especially imagining our manufacturing teams carefully painting the witch’s green nails pink. We also created a delicious-looking Toffee Apple Bath Bomb, coated in a kokum butter shell that melts into the water as you swirl it by its stick. Another standout is the new Blackcurrant and Mint Lip Scrub, which is fruity, refreshing, and leaves lips feeling incredibly soft. Each product brings a playful twist while capturing the nostalgic magic of Halloween.”
In addition to Ghostie and Punkin Pumpkin bath bombs and Bewitched Bubble Bar shaped like a black cat made with a blackberry scent, new this year is Carefree Spirit Shower Jelly made with carrageenan and coconut cream, and a green and purple gummy-textured Witch’s Hand made with glycerine and cherry-sweet suds. The collection is available on the Lush app.
Pink by Victoria’s Secret is also capitalizing on the gourmand trend with Halloween-candy inspired scents. The brand’s Shimmer Body Mist in “Ghoul Next Door” contains notes of sugared peach rings, sour candy and warm musk, while “Never Ghosted” bottles up pink sugar, marshmallow fluff and amber.
Bath & Body Works’ Summerween collection includes Vampire Blood Gentle & Clean Foaming Hand Soap, which comprises a sweet, fruity and floral scent with red berries, jasmine and plum in a bright-red formula housed in a festive black pump.
A lead item in Bath & Body Works’ Halloween collection is a Cotton Candy Cobwebs three-wick candle. For the scent, BBW has given the carnival treat a spooky twist with notes of spun sugared webs, fresh berries and whipped vanilla.
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