Still, any backlash aside, the styling appears to have an enduring appeal -- and not just in food. The rise of unicorn toast and lattes has been parallel with that of unicorn beauty trends, which include everything from pastel eyebrows, "holographic" lip gloss, and glittery, painted hair. It's a no-brainer as to why this has taken off in more than one interest area: It's perfect, visually appealing Instagram fodder.
"As silly as it may sound, we live in an Instagram world where pretty pictures sell," says Odell. It also doesn't hurt that there is "magic associated with unicorns in general," she adds. "I think there has to be room for some frivolous and impractical fun (and escapism) with food, and that is what [unicorn foods offer]," says Waugh. But perhaps the appeal of unicorn foods is best summed up by Madeleine Murphy, one of the owners of The End, in an interview with Well+Good. "Unicorns are a majestic, mystical archetype that represents peace, joy, and opening up to the infinite possibilities inside of you."