The self-care movement continues to dominate the bath and body market, with a renewed emphasis on personalized experiences, skincare and products for men.

Customers are seeking bath and body products that integrate seamlessly into their routines, providing a sense of indulgence and personal luxury, said Jamie Pierce, marketing growth manager at Bridgewater Candle.

“With wellness becoming increasingly mainstream, people are embracing routines that make them feel good, such as the TikTok trend ‘The Everything Shower,’” she said. “This trend goes beyond just shampoo and conditioner; it’s about creating a comprehensive self- care ritual that enhances relaxation and pampering.”

The bath and body market has been especially strong since 2020, said Delia McLinden, vice president of sales and business development at FarmHouse Fresh.

“Customers were able to spend more time learning about products that they were using,” she said. “Avoiding harsh ingredients is important to many shoppers.”

TOP CONSIDERATIONS

Consumer demand continues to grow for cleaner product formulations and more environmentally friendly packaging, said Stacy Varner, director of product development for Michel Design Works.

“Consumers care about the safety of the products they use on their skin (as they should!) and they want to buy from brands they trust,” Varner said.

Michel Design Works offers a variety of hand soaps and body lotions that can be an extension of home décor. The company’s top-selling product is its Foaming Shea Butter Hand Soap that comes in a range of designs and fragrances.

“There is also a lot of fun to be had with bath and body products,” she said. “People want something that smells good, feels good and looks good.”

Customers are also searching for a fragrance to fall in love with, a scent that is as unique as they are, Pierce explained.

“Once they discover this signature scent, they want it everywhere — in their homes, their baths and as part of their self-care rituals,” Pierce said.

Bridgewater Candle is embracing this trend by creating versatile fragrances. One example is its Sweet Grace Hand Lotion, which nourishes hands but can also double as a go-to perfume and signature scent.

“It’s all about finding that perfect scent and making it an integral part of daily routines, especially in bath and body care,” Pierce said.

SKINCARE

Customers love to have a daily regimen for face and body care that produces results.

FarmHouse Fresh’s Three Milk Whipfoliant Facial Cleanser and Triple Shot Caramel Coffee Body Polish help to get rid of dead, dry skin cells so the rest of the products soak in for maximum results. Bestsellers include its One Fine Day Facial Polish, Honey Heel Glaze foot serum, Moon Dip Back to Youth body mousse, Agave Nectar body oil and Flat Out Firm facial serum.

“Customers want to use clean, wholesome, natural ingredients that produce healthy, glowing skin,” McLinden said.

Dale Mason, sales director at Tooletries, said providing high-quality bath and body products enables consumers to maintain and improve their personal hygiene and skincare routines. The Tooletries Aussie Mint Face Wash aims to deliver a revitalizing cleanse, leaving the skin feeling fresh and rejuvenated.

“As consumers become more educated about skincare, they are looking for products that not only clean, but also provide added benefits such as hydration, exfoliation, and anti-aging properties,” Mason said.

MEN’S GROOMING

There is a growing interest in men’s grooming products, particularly those that are functional, easy to use and offer multipurpose benefits, Mason said.

“This segment is expanding rapidly, and products that cater to men’s skincare and grooming routines are becoming more mainstream,” he said.

Tooletries has recently expanded its bath and body collection with several new products.

Its new Body Scrubber 2.0 offers an enhanced exfoliation experience. For a better shower routine, Tooletries new Outback Bourbon Body Wash is created with Australian extract Tazman pepper, while the Coastal Pine 2-in-1 Shampoo combines the scents of pine with caffeine and menthol for a cooling, soothing effect.

Tooletries’ top performers include body scrubbers, face scrubbers and beard- and hair-related tools, as well as items with unique scents and quality ingredients, Mason said.

“The growing interest in men’s grooming presents a significant opportunity for retailers to expand their offerings and capture a broader audience,” he said, adding that these products target both men buying for themselves and women purchasing for men.

Michel Design Works’ Varner has also seen a huge increase in self-care products tailored to male consumers. The company recently launched its Photography Collection, which features black-and-white photography and fragrances with a more masculine appeal.

“Our core consumers are women, but they’re also buying gifts for the men in their lives and this collection fills that demand,” Varner said. “We also know plenty of people love our products, but some consumers are looking for a color palette and design approach that is a little quieter and more modern than our classic and colorful botanicals.”

Michel Design Works has four fragrances in the market for 2024, with a fifth coming in January 2025. Those launched this year include Bourbon & Amber, Sea Salt & Sand, Alpine and Firewood; Pacific Wind is due to launch in 2025.

“Bath and body is a great category for retail stores to focus on for a couple of key reasons,” Varner said. “Consumers purchase personal care products for gifts and for themselves as it’s the ultimate ‘one for you and one for me’ category.”