When Beautyque NYC surveyed 156 consumers about their 2021 holiday shopping habits, the virtual retailer found that 92% of respondents intended to purchase body care that season—by far the largest share of any category.
This small sample was echoed by Spate in November 2021, which showed, for instance, that body butter searches have increased online, totaling 193.9K searches on average every month in the United States. Top related search terms included eczema, stretch marks and dry skin, indicating that consumers are looking for products that address specific skin problems rather than a basic moisturizer.
Spate added that consumers are specifically seeking non-greasy options. In terms of product format, whipped texture average searches increased 19.1% since 2020.
These individual data points indicate a larger reformation taking place in the body care space, covering everything from intimate moisturizers to major brand acquisitions. Here, we round up the latest innovations and business moves in the space.
In 2020, Dr. Squatch achieved more than 4x growth, reaching more than $100 million in revenue. Then, in late 2021, the brand expanded its retail reach to Walmart stores nationwide in the United States. The initial launch included its bar soaps, shampoo, conditioner and Soap Gripper shower booster. The addition of Dr. Squatch to the retailer’s personal care mix is part of a larger escalation in Walmart’s offerings among upstart brands.