The body skincare sector is witnessing a surge in popularity, recording double-digit growth across body creams, lotions, and cleansers. According to market research agency Circana, body skincare has become the fastest-growing segment within the broader skincare market. There’s been a 17% increase in consumers entering this space compared to last year.

An Overview of the Body Care Market

Brands are capturing consumer attention by incorporating skincare ingredients and science typically associated with facial products. Here’s an overview of the landscape and strategies for brands aiming to seize this burgeoning market.

Clarifying formulations are becoming more popular in this segment. For instance, Nécessaire’s The Body Acne Solution is a medicated spray-on serum that tackles body blemishes. It features a blend of 2% salicylic acid, niacinamide, zinc PCA, and rosemary extract, promoting clearer skin and minimizing acne scars. Similarly, Murad’s Acne Control Body Wash combines salicylic acid with physical exfoliants for an all-encompassing cleansing experience while soothing the skin. At a more accessible price point, The Ordinary has launched an effective yet budget-friendly body care range, including a 0.5% Salicylic Acid Body Serum targeting stubborn back-ne.

Another area of growth is anti-aging body care. OSEA’s Anti-Aging Body Balm exemplifies this trend by merging the hydrating properties of a lotion with the anti-aging benefits of a serum. Utilising Alaria seaweed, it enhances skin elasticity and overall firmness. Paula’s Choice has also joined the fray with its Retinol Skin-Smoothing Body Treatment, which combines a mid-strength 0.1% retinol concentration with natural butters for gentle skin renewal.

Luxury skincare brand Augustinus Bader, stocked at East Day Spa and Spring Spa, was an early adopter of the “skinification” of body care. The Body Cream, infused with the brand’s proprietary T FC8® complex, nourishes and rejuvenates the skin, while ingredients like Bisabolol and shea butter provide soothing effects. At $327 for 200ml, it’s certainly an investment, considering the amount of product required to cover a larger surface area.

With consumer interest in body care still evolving, most releases point towards multifunctional positioning. For instance, Tronque, founded by New Zealander Tanné Snowden, has an Exfoliating Refining Serum, which is a supercharged iteration of a body scrub. Containing a face-worthy combination of 7 natural AHAs and BHA, the do-all serum delivers gentle chemical exfoliation without drying or irritation. It targets everything from uneven texture, keratosis pilaris, ingrown hair and body acne to dull, dry and aged skin.

Unlocking Innovation in Body Skincare

For brands looking to tap into this category’s growth, several strategies stand out:

Incorporate Facial Skincare Ingredients: Utilise ingredients like niacinamide and vitamin C, which consumers already trust from their facial care routines.

Emphasise Key Benefits: Highlight claims related to anti-acne, anti-aging, and overall skin longevity to attract a discerning audience.

Deliver Sensory Experiences: Create memorable product experiences through unique scents, textural elements, or even temperature sensations.

Focus on Value: With consumers being more selective, balancing price points with proven efficacy will be crucial to winning their loyalty.

Explore Novel Ingredients: Stay ahead of the curve by incorporating emerging ingredients. Recently, The Ordinary introduced a body lotion featuring insulin, the first of its kind, which aims to enhance the skin’s microbiome and strengthen the moisture barrier.

This expanding landscape of body skincare, driven by innovation and a focus on holistic wellness, suggests that consumers are more attuned to the importance of comprehensive skin health than ever before.

Main image: Tronque