Bodycare boom: luxury is leaping beyond skincare
The era of a single body cream is officially over. Consumers are demanding a holistic approach to wellness, fueling a $27.8 billion luxury bodycare market projected to soar to $24.2 billion by 2030—and brands are scrambling to capitalize.
A celebrity-driven revolution
Uni, the prestige bodycare brand, recently tapped model Kaia Gerber as its first creative partner, signaling a broader shift. Bodycare is no longer viewed as a low-margin commodity; it's being treated as a high-end, skincare-led category, ripe for strategic celebrity endorsements. Consumers, increasingly informed and intentional about their daily routines – sparked initially by skincare trends – are extending self-care rituals to encompass the entire body.
The numbers don’t lie
Sales figures tell a clear story. British department store John Lewis reports a staggering 400% year-on-year growth for Diptyque’s body lotion, 300% for Creed’s, and 125% for Byredo’s. Luxury brands are expanding their offerings, mirroring the success of their fragrance lines with integrated bodycare collections – Fenty Beauty's recent launch is a prime example.
Investment is pouring in
This surge in demand is attracting significant investment. L’Oréal’s venture capital arm, Bold, recently invested in bodycare brand Hanni, while private equity firm Advent International acquired Salt & Stone, a natural bodycare specialist that has scaled dramatically from deodorants to a full range of products. These investments underscore the category’s long-term potential.
Beyond the price tag
Historically, consumers readily spent over £100 on facial skincare, but body products lagged behind. Now, that’s changing, albeit slowly. Rebecca Cullen-Smith, Dermalogica’s education director, highlights the challenge: “Shifting that mindset requires sustained education and credible expertise—not just compelling products.” Brands are borrowing heavily from the skincare playbook, focusing on efficacy, ingredients, and strategic branding.
Luxury, reimagined
Jones Road, Bobbi Brown’s cosmetic brand, entered the bodycare space with a lotion, cream, oil, scrub, and shower gel, utilizing ingredients targeting facial concerns. But balancing exceptional quality with accessibility remains a key hurdle. Lookfantastic’s success with trial kits demonstrates the importance of consumer education. The trend is being amplified on screen, as seen in Luca Guadagnino’s film, Challengers, where Zendaya is depicted using Augustinus Bader’s body cream – a product starting at £92.
Looking ahead: science and sensory experiences
Experts predict a rise in science-backed bodycare, fueled by technological advancements and a growing focus on longevity. Irene Forte, founder of her namesake luxury skincare label, emphasizes the importance of the sensory experience, drawing on her spa background. Brands are anticipating a ‘clinical’ shift, integrating ingredients like Vitamin C and peptides into formulations, responding to the widespread use of GLP-1 medications. Uni’s founder, Alexandra Keating, anticipates a focus on performance and results, particularly among Gen Z consumers.
The final word
Ultimately, the bodycare market is evolving beyond simple functionality. Brands that can successfully blend luxury with performance, coupled with a deep understanding of consumer desires, will be the ones to thrive. As seen with brands like Seed to Skin, innovation and strategic partnerships—including collaborations with luxury hotels—are key to unlocking growth. The future isn’t just about treating the skin; it’s about treating the entire body with intention and care.”