As we reported earlier this year, there has been a surge of interest in body care in 2024 – with Google Trends and Meta citing a massive 1025% increase in searches.
With an increasingly knowledgeable customer base that invests time and resources researching what goes onto their body, businesses operating in the beauty space must adapt to this educated audience.
As consumers become more interested in bespoke formulations and holistic treatments, we share seven key body care trends for beauty and personal care brands to watch in autumn 2024 and beyond.
1. The "Beautility" trend
With so much choice available, as well as a worldwide cost of living crisis forcing us to be more discerning when it comes to spending money, many people demand that their beauty products work harder for them. Body care included.
Enter the concept of “beautility”, which refers to the fact that you still receive the sensorial and beautifying benefits of your skin care products, but with an additional function. Think hardworking botanicals and products that tackle complex skin care issues such as hyperpigmentation and inflammation.
The founder of SkinSense, Abi Cleeve, explains: “The need for skin care solutions for the body, especially for pigmentation, has grown.”
As consumers become more informed, they expect body care to tackle complex issues while delivering additional benefits. Brands that embrace this trend can capitalise on the growing demand for high-performance products that go beyond basic skin care.
Natalia Bezrebra, a senior research analyst at market intelligence firm Euromonitor International, affirms this belief. She added: “Consumers are ready to use fewer products but of better quality and functionality even when they are more expensive.”
2. Far-eastern beauty influences and timeless remedies
Consumers continue to seek ways to integrate beauty with wellness, recognising that the relationship is symbiotic. Subsequently, consumers are turning to Ayurvedic and far-eastern beauty traditions, which emphasise natural, plant-based ingredients.
The US-based trend tracker Spate recently reported a 208% increase in searches for ‘turmeric soap’, highlighting the rising interest in Ayurvedic beauty.
In its 2024 Body Care Trends report, Spate notes that consumers are drawn to these ancient remedies for both body and facial skin care. This trend highlights the consumer's desire for clean, natural ingredients that nourish and repair skin holistically.
3. Multi-benefit sun protection
Culturally speaking, we are beginning to widen our lens when it comes to suncare – viewing it as more than a product to apply just during the summer months.
Sun protection is now recognised as a multi-functional product that should be used all year round. Additionally, brands are finally beginning to cater to diverse skin needs and offer additional benefits that extend beyond UV protection.
Eniye Oniye, founder of BEAME SPF, has tapped into this trend with a sun protection product specifically designed for darker skin tones and stressed skin. “BEAME’s approach to SPF is more than just sun protection; it’s about promoting a balanced, stress-free lifestyle,” she explains.
As a trend, consumers are now looking for sun care products that offer additional benefits, like mood enhancement or skin-calming properties – reflecting the more holistic approach to body care.
4. Growing interest in deodorants and essential care
Essential items like deodorant have never been deemed the sexiest segment of the beauty industry, but research shows that there is a growing interest from health-conscious, well-informed consumers who are questioning the use of ingredients found in mainstream deodorants. For example, the inclusion of aluminum, which some believe could pose health concerns.
According to Mintel’s Bodycare and Deodorant Market 2024 report, searches for aluminium-free deodorants have grown by 27.6% year-over-year, driven by concerns about potential health impacts.
Recently we’ve seen innovation in this space with brands like Megababe, founded by Katie Sturino, producing alternative deodorant products containing plant-based ingredients to not only prevent odour, but also improve the skin’s texture.
The brand stands out with its colourful packaging, also provides personal care for those issues that we are typically embarrassed to talk about, like boob sweat, chaffing, and thigh friction.
This trend presents an opportunity for beauty businesses to inject a new wave of innovation, as well as create product solutions for body issues that are deemed ‘taboo’.
5. West African beauty trends
Noted by Google Trends as a breakthrough trend, West African body care has emerged as a star contender due to the popularity of ingredients like shea butter, baobab, and moringa seed oil, which are native to regions in Africa.
Not only are these ingredients renowned for their nourishing properties, but they are also heralded for being anti-inflammatory agents that can protect against conditions like psoriasis, eczema and dermatitis.
According to Euromonitor, African beauty has become a robust, contemporary trend. In the firm’s ‘African Beauty Trends: Opportunities for Beauty’ report, it references the increased popularity of natural ingredients that have been part of African beauty rituals for centuries.
Additionally, Statista has noted that African beauty brands are seeing annual revenue growth of 6% CAGR, which further confirms the growing consumer demand for products that boast natural clean ingredients and also have a cultural significance.
6. Product personalisation boosted by AI
Unsurprisingly, AI is set to feature prominently in the future of body care products – as consumers look towards technology to help curate personalised formulations.
We’re already seeing smartphones and apps used as tools to analyse our skin texture to then prescribe suitable skin care solutions, and we expect to see further technology innovations as online shopping continues to replace the traditional brick and mortar shopping experience.
Mintel Beauty & Personal Care research analyst, Georgia Stafford, highlighted that: “Consumers value their body skin as much as their facial skin and are interested in products that tackle ageing, blemishes, or atopic skin.”
She also noted that “AI will help to streamline product recommendations through quizzes or diagnostic tools, making the purchasing process easier for consumers.”
Personalisation offers an opportunity for brands to reduce consumer overwhelm and create bespoke experiences that meet individual needs.
7. Microbiome-infused body care
The skinification of body care will continue to rise, and one aspect of skin care that is set to metamorphose to the body is microbiome-based skin care. The microbiome refers to the body’s natural ecosystem and encompasses bacteria, fungi, and viruses.
Balancing the skin’s microbiome is said to boost its natural defences, and subsequently minimise irritation and skin inflammatory conditions like body acne. As such, we will begin to see a shift towards products infused with probiotic and pre-biotic ingredients in body lotions, and personal care items like deodorants.
Innova Market Insights reports 68% annual growth in product launches that make microbiome claims, which suggests that this is a trend to watch.
