Psychologist reveals why 'sugar drenching' trend can help you feel 'emotionally safe'
Rachael Davis
Featured Image Credit: Peter Dazeley/Getty Images
You might hear the phrase ‘sugar drenching’ and imagine it’s another insane TikTok fad promising boundless energy, 0% body fat, and 0% scientific precedent.
Thankfully, though we’re sure someone’s touting such a diet somewhere on social media, that isn’t what sugar drenching is, and the reality could add some genuine joy to your life.
According to Amy Thomas-Owen, a psychotherapist who spoke to Hello!, sugar drenching is actually a home improvement trend with deep roots in human psychology.
So, what is it?
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Essentially, it’s about food-based colours in the home and the soothing, comforting effect they can have on your mood and the atmosphere of a room.
According to Michael Rolland, a paint expert and the Managing Director at The Paint Shed, "We're seeing a clear trend of food influencing everything from paint colours, to fabrics, marketing, beauty, and fashion.
“Food culture has taken over everything, and it works because it's so sensory and familiar; it gives people something they can connect with, especially in times of stress. We think that's what's driving the rise of what we've called 'sugar drenching'; people want their homes to feel comforting, warm, and reminiscent of what makes them feel good."
Thomas-Owen elaborated on how it works: "In the wake of ongoing uncertainty, from cost-of-living stress to digital overwhelm, people are understandably turning to their homes for a sense of emotional safety and comfort.
“Food-based tones tap into this need by evoking positive emotions and memories, and help to create spaces that feel soothing, tactile and emotionally safe."
According to The Paint Shed, the most commonly-searched shade is ‘apple’ with 453,000 searches globally in 2025 alone. ‘Butter yellow’, ‘cherry red’ and ‘olive green’ are also heavy-hitters.
If ‘apple’ is the tone you’re after, Rolland said Farrow & Ball’s Cooking Apple Green is a great choice that exemplifies what’s meant by ‘sugar drenching’.
"It is a colour that is sweet with a little sharpness, familiar yet fresh, and grounded in tradition but a consistent crowd pleaser," he said.
"It works beautifully across cabinetry, walls, or even ceilings, especially when paired with warm wood tones or toasted neutrals. Adding brass handles or warm lighting can help bring in that classic farmhouse or homely bakery feel."
So, if you’ve got some DIY on the cards or you reckon some drab rooms could do with a fresh coat of paint, you might find the best options are named after foods.