Skincare is always top of the mind when it comes to beauty – after all, your face is what people focus on when it comes to meeting in person.
Hair comes second, but body care has always taken a backseat to all things beauty, until now.
It still has some way to go before it overtakes face care, but the popularity of bath and body care in 2023 cannot be overstated.
According to Global Cosmetics Industry magazine, consumers began focusing on the skin below the neck amid the global Covid-19 pandemic.
In 2021, the global skin care body products market was valued at US$26.93bil (RM127.3bil) in 2021 and is expected to expand at a compound annual growth rate of 5.9% from 2022 to 2028, according to the magazine, referencing a Grand View Research report.
The luxury bath and body products market will also see growth, as it is expected to go from US$13.28bil (RM62.78bil) in 2021 to US$21.66bil (RM102.40bil) in 2026, with a compound annual growth rate of 9.7%, according to a ReportLinker study.
This is as a result, in part, to more people engaging in self-care trends and the rising demand for luxury lotions, shower gels and body wash, said the study.
From your standard body lotions and hand creams to decolletage toners, thigh scrubs, body mists, boob creams and butt masks, brands are coming up with a product for every single part of the body.
So why are body care products taking off in such a big way, and how can consumers tell which products are essential, and which are just passing fads?
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Clean care for the body
At-home self-care is fast becoming a ritual many are embracing, but according to Byrdie.com, this isn’t the only thing driving the increasing popularity of body care products.
A demand for body care formulas that actually work has increased, according to the site, as people demand solutions for their specific problem areas.
Modern consumers are also big on clean beauty, and now more than ever, people know what you put on your body is just as important as what you put in your body, The Feelist CEO Shea Marie, was quoted as saying, adding, the result is a wave of “cleaner” body care launches.
“Consumers are constantly on the lookout for products that are safe to use daily, that cater to their needs or to ease the concerns that they have,” says Natura Malaysia’s senior marcom manager Cheryl Cheam.
“Especially after the pandemic, many are now extra cautious of cleanliness, and with the hot and humid weather, it is not surprising if a consumer takes more than two showers a day.
“For example, by taking frequent showers, it may cause dryness to the skin, therefore, the need for more bodycare products like gentle shower gels, body lotions, hand creams and even body butters that are gentle for pampering the skin,” says Cheam.
Targeting specific skin needs
According to an article on Vogue.com, during the pandemic, body care went into overdrive, and rather than a luxurious act of self-care, it’s become a staple in one’s daily beauty ritual.
This has given rise to the introduction of new and improved products that target different areas and needs.
Cleansing washes target specific skin needs and types, similar to facial cleansers. For example, many body washes include salicylic acid for smoothing the skin, as well as botanical oils and niacinamide to gently condition the skin.
Vitamin B3 and hyaluronic acid to promote long-lasting hydration as favourites too, and brands are swiftly moving away from including fragrances and parfums in their products.
One obvious sign of ageing that many feel the need to tackle has to do with the skin on the neck.
Maintenance of the neck and decolletage area involve creams, moisturisers, pre-moisturisers, smoothing patches and more, all aimed at firming up sagging skin, locking in hydration, addressing discolouration concerns and improving the look of wrinkles.
Brands promise all of the above and more, through the inclusion of botanical actives, vitamin C, and Japanese superfoods in their products.
Firming and sculpting every inch of the skin on one’s body is a big deal right now, with brands including ceramides, fruit extracts, niacinamide, peptides, yeastPextract, hydrolysed rice protein and caffeine in their lineup of oils, lotions and creams, promising to tone and help your skin fight the effects of gravity.
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The bare essentials and more
Full-body gua sha, dry brushing and lymphatic drainage are gaining mainstream attention, and body gadgets previously reserved for the face are gaining traction, according to Byrdie.com.
Apart from body wash, shower gel or good old bar soap, what else do consumers need to upgrade their self-care routine?
Most take it one step further and slap on some lotion or cream, and those with specific issues such as cracked heels or dry elbows seek out specific products for these concerns.
“Most of the time, consumers focus on skincare (of the face), however, we need to remind ourselves that our hands and feet work the most throughout the day with our busy lifestyle. We wash our hands more often than we wash our face,” says Cheam
“More often than not, you will notice that the skin of our hands will have early signs of ageing faster than our face, if it is not well taken care of. Our elbows will be rough due to the constant friction on the table or chairs. Cracked heels can cause discomfort and may lead to pain if it gets serious.”
Apart from shower gel and body lotion to keep the skin all over your body hydrated, Cheam recommends identifying your main concerns, and looking for the right body care product to address these issues.
Even though thicker skin on the body can handle more potent servings of active ingredients shown to cause irritation in some (like AHA/BHAs, vitamin C, and retinol), our skin benefits most from targeted treatments on a weekly or twice-weekly basis, not a daily diet comprised of these ingredients stacked indiscriminately, reports Refinery29.com.
Frequent bathing, increased use of soap, sanitisers and handwashing can impair the skin barrier by stripping necessary lipids and impairing the microbiome.
As with most things in life, everything should be done in moderation, and there is no one-size-fits-all answer.
The key is to get to know your body’s needs, do your research, and consult professionals if you’re unsure.
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