What's Happening?
The cosmetics industry is witnessing a significant shift towards 'skinification,' a trend where body care products are increasingly incorporating skincare-like benefits. This movement is gaining traction
across various beauty categories, including hair care and makeup, and is now making a substantial impact on the body care sector, which is valued at $22.3 billion globally. Brands are investing heavily in this trend, with products like Sol de Janeiro's Body Badalada Vitamin-Infused Lotion leading the charge. This product features a blend of hyaluronic acid, Brazilian sugarcane, and brazil nut oil, offering more than just basic hydration. The trend is also reflected in the growing sales of prestige body serums and oils in Europe, which have seen significant increases in 2025. The focus on skin health benefits is driving brands to innovate and premiumize their offerings, with new products like Neom's Pro-Vitamin D3 Dry Oil entering the market.
Why It's Important?
The 'skinification' trend is reshaping the body care industry by blurring the lines between skincare and body care products. This shift is significant as it reflects changing consumer preferences, particularly among Gen Z, who seek products that offer both efficacy and a sense of self-care. The trend is driving growth in the body care market, with Euromonitor forecasting a 6.4% global growth in 2026. As consumers become more willing to pay a premium for products with advanced formulas and sustainable credentials, brands are finding new opportunities for engagement and growth, particularly through social media platforms like TikTok. This trend also highlights the increasing importance of scent as a purchase driver, with consumers opting for products that offer a cohesive fragrance experience.
What's Next?
As the 'skinification' trend continues to evolve, brands will need to create new incentives to maintain consumer interest, especially in light of the rise of mid-range brands. The focus on premiumization and innovation will likely lead to further product developments, such as advanced light therapy treatments for hands and wellness-infused body care products. The trend towards larger-sized toiletries is also expected to grow, offering consumers cost savings and perceived quality benefits. Brands will need to navigate challenges such as 'wellness washing' while capitalizing on the opportunities presented by the growing demand for wellness-infused products.
Beyond the Headlines
The 'skinification' trend is not just a marketing strategy but a reflection of broader cultural shifts towards holistic wellness and self-care. As consumers increasingly prioritize health and well-being, the integration of skincare benefits into body care products represents a convergence of beauty and wellness industries. This trend also raises questions about sustainability and ethical production, as consumers demand transparency and environmentally friendly practices from brands. The focus on specific body parts, such as hands and even butt care, indicates a move towards more personalized and targeted beauty solutions.
