Swiss Beauty has partnered with Warner Bros. Discovery Global Consumer Products to launch a limited-edition FRIENDS-inspired makeup range under its CRAZE collection.

The launch reflects a broader trend of beauty brands using entertainment IP to create themed, collectable products aimed at younger consumers. The collection draws on characters and elements from the show, with product names and packaging referencing its visual and cultural cues.

The range includes products across skincare and colour cosmetics categories. Products in the collection include a tinted moisturiser, makeup remover wipes, lip and cheek tint, lip balm, and press-on nails.

Commenting on the launch, Vidushi Goyal, chief marketing officer, Swiss Beauty, said: “The FRIENDS inspired CRAZE range is a celebration of nostalgia and individuality, bringing together the timeless appeal of FRIENDS with Swiss Beauty’s trend-led approach to innovation. Through this collaboration with WBDGCP, we aim to create a beauty experience that feels fun, collectable, and emotionally engaging, while seamlessly fitting into modern beauty routines. The collection reflects our focus on offering products that allow consumers to express themselves through culturally relevant and thoughtfully designed beauty.”

Mohit Goyal, co-founder & director of Swiss Beauty, said: “At Swiss Beauty, we are constantly looking to innovate in ways that resonate emotionally with today’s consumers. The FRIENDS-inspired CRAZE collection embodies our vision of blending global pop culture with high-quality, accessible beauty. This collaboration allows us to connect with a new generation of beauty enthusiasts while staying true to our promise of offering trend-forward products that spark joy and self-expression.”

The move adds to a growing number of collaborations between consumer brands and global entertainment properties, as companies look to drive engagement through nostalgia and pop culture-led offerings.