How body contouring and firming products are getting a boost from the GLP-1 era

This article was originally published in the Body care Trend Report. Receive your copy here

Consumer interest in body contouring products, such as firming creams and lotions, is surging this year.

Based on a combination of Google Searches, TikTok views and Instagram posts, US data from consumer trends firm Spate shows that, for the year ended August 2026, ‘body firming cream’ was up 45% year-on-year and ‘firming body lotion’ increased 31%.

Searches for the adjacent terms ‘body contouring’ and ‘cellulite’ also grew significantly and are expected to continue to rise over the next 12 months. ‘Body firming’ even grew faster than core body care, albeit from a much smaller base.

The growing interest in body contouring comes at the same time as the use of appetite-reducing GLP-1 drugs, like the Eli Lilly-manufactured Mounjaro and Novo Nordisk’s Wegovy, continues to rise.

Research published this year by University College London revealed that 1.6 million adults in England, Wales and Scotland used weight-loss medication between early 2024 and early 2025, with an additional 3.3 million people admitting they would be interested in using such drugs over the next year.

So, are the two connected?

While Spate has no data explicitly linking demand for body firming products to GLP-1 usage, experts like Dr. Alexis Granite, a medical and aesthetic dermatology leader and founder of body care brand Joonbyrd, point out a natural synergy.

“GLP-1 use has accelerated a conversation that was already happening around body skin and the need for more sophisticated, results-driven body care,” Granite tells Cosmetics Business.

“We are likely to see considerably more innovation around firmness, elasticity, crepiness, hydration and overall skin quality as the category develops.”