Spate’s recent insights reveal that consumer interest in products such as turmeric soap and retinol body wash is increasing, driving new trends in the body care market. These products are becoming a staple in consumers’ daily routines, and Spate co-founder Yarden Horwitz says their surge in popularity is related to the broader “skinning” trend in body care.
Turmeric soap: The power of “peeling” and its wide range of appeal
Turmeric soap was first recognized in facial skin care for its benefits, including skin clarity, reduction of hyperpigmentation, fading of age spots and acne scars, skin whitening, and the popular “glass skin” effect. . It quickly gained traction, particularly within the melanized skin community, and played a key role in amplifying its appeal, Horwitz said.
Turmeric soap’s rise in popularity has been further fueled by social media, particularly TikTok, with hashtags like #TikTokMadeMeBuyIt and #TikTokShopFinds contributing to its viral success.
Turmeric soap’s versatility extends beyond facial care. It is attracting attention as a solution to various skin problems on the body, especially acne. Horwitz pointed out that related hashtags like #acne average 1.3 million weekly views, while #bodyacne has 40.7K views.
This highlights the popularity of addressing specific body areas, including targeted concerns such as #darkinnerthigh and #darkelbows. The ingredient’s widespread appeal is further reflected in expectations for healthy, glowing skin, appealing to consumers concerned about issues such as uneven skin tone, mature skin, and signs of aging. Masu.
She added that hashtags like #unevenskintone, #matureskin and #agingskin demonstrate turmeric’s versatility to meet a variety of skin care needs.
Moving retinol into body care
“As consumers seek its benefits beyond the face, it has naturally migrated to body care as the go-to ingredient for facial skin care,” Horwitis said. The introduction of retinol into body care is exemplified by product launches such as Olay’s retinol body wash, which quickly gained attention on TikTok and sparked widespread conversation on the platform.
This trend has spread to other areas of body care, such as hand care, and retinol is becoming more popular. “Retinol is already a hero ingredient in facial skin care, but it’s also trending in hand care, as evidenced by the 1.1,000 increase in searches for retinol hand lotion on Spurt’s dashboard,” she explained. .
This expansion shows how retinol’s reputation as a powerful skin care ingredient is influencing a wider range of products and consumers’ daily lives.
New ingredients: beef tallow, kojic acid, almond oil
In the future, Horwitz predicts we will see an increase in other ingredients in body care products, especially those focused on natural and functional benefits. “Beef tallow has grown significantly in popularity, with search interest increasing +510.5% year over year,” she shared.
Additionally, “Kojic acid, which is often combined with turmeric soap for its skin-whitening properties, is also growing, with searches increasing by +27.5% year-on-year.” “Almond oil is gaining traction, contributing to an average monthly search increase of +46.4%,” she revealed.
These ingredients align with consumer priorities for hydration, nourishment, and skin whitening.
Multifunctional body care opportunity
The growing demand for multi-functional body care products presents significant opportunities for innovation. “The biggest opportunity lies in meeting essential body care needs while incorporating additional skin care benefits,” says Horwitz. Multifunctional products such as exfoliating, moisturizing, and acne care are especially popular.
As a result, “brands can focus on products that combine multiple benefits, offering convenience while addressing concerns such as uneven tone, dryness, and aging.” [and] This shift will make body care as personalized and ingredient-focused as facial skin care,” Horwitz concluded.
Therefore, brands that can innovate with multifunctional solutions can benefit from this dynamic shift in consumer behavior.
