Elevating Self-Care: Adding luxury to everyday routines
Consumers are seeking ways to transform ordinary self-care routines into meaningful, uplifting moments with intention.
Lisa Sturz, wholesale and corporate gifting account executive at Naples Soap Co., said consumers today are blending wellness, beauty and mindfulness into
their personal care habits.
“In today’s fast-paced world, it’s important to incorporate self-care into your daily routine to support overall well-being — physically, emotionally and mentally,” she said. “Even the smallest change can reduce stress, improve confidence, enhance productivity and add balance. Self-care isn’t indulgent; it’s essential for people to live their healthiest, happiest lives.”
Here, four wholesalers share how consumers are looking to turn everyday bath and body care to a luxury lifestyle with multifunctional products and simple ingredients.
EVERYDAY LUXURY
Self-care as a lifestyle is influencing the bath and body market.
“Bath and body is no longer just about hygiene — it’s about relaxation, mindfulness and indulgence,” Sturz said. “Products like bath bombs, body butters and luxe sets have become part of daily routines.”
Naples Soap Co. offers a collection of over 600 premium skin and hair care products with a focus on natural, nourishing ingredients that support healthy, radiant skin. The company launched its Luxe Line last holiday season and it flew off the shelves, Sturz said. This fall, more scents are being added to the collection.
The new collection includes the Seaside Luxe Box, a full body care box with Foaming Body Wash, Sugar & Salt Body Scrub, Revitalizing Body Lotion and Hand Cream. Pura Vida Luxe Trio and Verbena Travel-Size Luxe Trio are an easy go-to for gifting, filled with Luxe Body Butter, Sugar and Salt Body Scrub, and Bath Bombs available in four signature scents: Verbena, Seaside, Awapuhi and Pura Vida, with new scents launching later this year.
For face care products, Naples Soap Co. launched several kits this summer: Hydrate and Radiate Kit, Glow and Gro Kit, and Cleansing Kit.
“These kits are designed to simplify routines while targeting specific skin care needs with effective, natural ingredients,” she said.
Meanwhile, Stefania Ciarleglio, senior director of integrated marketing and communications for Thymes and Capri Blue, agrees that bath and body care continues to shift into an everyday luxury with accessible but indulgent products that slip seamlessly into a busy lifestyle — whether that’s on-the-go formats or scent collections that can be layered and personalized.
“Consumers are looking for products that do more than just hydrate. We see them gravitating toward textures, layered fragrances and rituals,” she said. “They want functional formulations that offer both care and a grounding, sensory experience.”
Customers are treating daily routines — like handwashing or showering — as small rituals or moments to slow down and indulge. Products are being specifically designed for on-the-go lifestyles, such as hand creams and fragrance mists that make self-care portable.
“I think we all just want those little moments that make our routines feel a bit more special, and bath and body care can do that,” Ciarleglio said. “Taking a moment for a simple ritual — like enjoying a fragrance you love or using a product that makes you pause — it’s a simple way to prioritize you.”
Thymes’ bath and body collection is all about bringing exceptional fragrance into everyday life. The company uses botanically based ingredients to create nature-inspired scents.
“The entire line — from triple-milled soaps to hand and body washes to lotions, creams and scrubs — is designed to not just enhance your skin, but to transform your daily routine into meaningful moments of self-care,” Ciarleglio said.
Thymes Nourishing Body Cleanser is a fan favorite available in classic scents like Lavender and Eucalyptus — plus a new scent, Bergamot Nectar. Thymes also launched new Foaming Hand Washes that come in its bestselling scents of Frasier Fir and Simmered Cider.
Capri Blue’s bestselling scent is Volcano — the hand wash and body scrub are standouts among customers, Ciarleglio said. A new bestseller, especially for younger customers, is its new ultra-luxe hand cream in Coconut Santal.
“Our bath and body collection brings the iconic scents we’re known for into lotions, creams, washes and scrubs,” she said. “They’re ideal for layering and the scents just linger in a really pleasant way.”
LESS IS MORE
The bath and body market is ever evolving. Sturz said one of the most prevalent trends are clean, natural and transparent ingredients. Consumers continue to demand products free from harsh chemicals, parabens, sulfates and artificial fragrances with a growing focus on ingredient transparency as buyers actively read labels and research formulations.
“At Naples Soap Co., we don’t use any ‘badditives’ and instead use natural, skin-loving ingredients that don’t take up space, but do the job,” she said.
Naples Soap Co.’s Shampoo and Conditioner Bars continue to be bestsellers, Sturz said. With nourishing and natural ingredients that are environmentally friendly, each bar is packaged in a paper sleeve and lasts 50 to 75 uses — equivalent to two or three traditional shampoo bottles. With more than 1 million hair bars sold in the last five years, this eco-conscious product has already helped prevent 2.5 million plastic bottles from going to the landfills.
Another central theme in the market is “skinimalism,” where less is more, said Sturz. Consumers are looking for kits that combine hydration, exfoliation and treatment in one regimen, like Naples Soap Co.’s Hydrate & Radiate Kit. “The bath and body market is evolving to meet these needs with cleaner, smarter and more enjoyable products and brands need to deliver transparency, results and a little luxury,” she said.
Similarly, Dana Park, sales manager of gift and retail at VOESH, sees bath and body care shifting toward products that offer the same elevated quality and performance as facial skin care with a focus on clean, high-quality ingredients and effective active formulas.
“Consumers are now looking for body care solutions that nourish, repair and rejuvenate, much like their facial skin care routines,” she said.
Park said this isn’t just a trend for VOESH — it’s the standard. The company makes products that help make consumers’ homes feel like a spa with bath and body care made of 100% vegan, nutrient-rich ingredients and K-beauty science.
“We’ve always embraced a skin care approach for the body, using clean ingredients backed by K-beauty science to deliver high-performance products,” she said. “With our EU certification and made-in-Korea craftsmanship, we provide premium, effective body care that meets the highest standards of quality and care.”
Consumers are looking for more personalized products for self-care that are curated for specific skin types, concerns and overall wellness goals, she said. Consumers also want multifunctional products that do more than one thing at once — products that hydrate, exfoliate and relax or that cleanse and boost your mood in a single step.
“We deliver multitasking, sensorial and high- performance bath and body products to elevate everyday rituals,” she said.
Two of VOESH’s bestselling products are its Heel Repair Duo and Gua Sha Shampoo Bar. The Heel Repair Duo, featuring Solemate Heel Repair Balm and Moisturizing Heel Socks, is designed to deeply nourish and repair dry, cracked heels, leaving them feeling soft and smooth. The Gua Sha Shampoo Bar combines a gentle cleanse with a soothing scalp massage to promote relaxation, circulation and healthy hair growth.
VOESH introduced new Hand and Body Blams designed to expand its collections of signature scents in response to the popularity of its Exfoliating Body Washes. These nongreasy, buttery soft balms provide deep hydration to enhance the self-care experience at home or on the go.
“Consumers are going to want products that are as unique as they are — something that works for them in every way, from skin care to mood to overall self- care,” Park said. “It’s all about giving them what they need, when they need it.”
SHOPPING SELF-CARE
Ciarleglio said retailers can make self-care essentials more accessible and convenient.
“Shoppers can add a touch of luxury and ritual to their everyday purchases — whether you’re picking up a favorite hand wash, discovering a new fragrance or finding the perfect gift,” she said.
Retailers carrying bath and body products offer great benefits to customers by providing easy access to a wide variety of items that meet their personal needs, from skin care to fragrances, Park said.
“As wellness and sustainability continue to be top priorities, retailers play a key role in helping consumers discover innovative products that align with these trends,” she said.
High-end body care is also on the rise, leaving a significant whitespace for new brands to grow quickly, especially in local stores.
“This is where we see a huge opportunity,” Park said. “By combining advanced K-beauty science with effective, high-quality ingredients, we can offer something unique that resonates with today’s consumer. This allows retailers to tap into a fast-growing market segment and differentiate themselves with premium body care solutions that meet the increasing demand for skin care-like products for the body.”
Sturz said carrying bath and body products in a retail environment offers convenience, accessibility and instant gratification for the consumers.
“These products are very sensory-driven with fragrance, texture and colors, so the consumer can try new products in-person to enhance the shopping experience and ensure greater satisfaction with the products they bring home and incorporate into their daily routines,” she said.
