This article was originally published in the Body care Trend Report. Receive your copy here
The lines between beauty and wellness are blurring, and that extends to body care. But wellness body care goes beyond the ritualistic ‘everything shower’. Beauty brands are formulating body washes, serums and moisturisers with functional wellness ingredients typically associated with supplements – such as probiotics, silver, saffron, and magnesium – to improve skin health and general wellbeing.
Several beauty brands are pioneering this new wave of body care. Joonbyrd incorporates ashwagandha in its Little Love body lotion, while Rare Beauty’s Find Comfort Hydrating Body Lotion also opts for ashwaganda extract as a natural de-stressor within the nutrient-rich formulation designed to soothe, nourish and soften skin.
Wildsmith blends fennel and chia seed oils in its Purity Body Oil, Ranavat’s Rani range is enriched with saffron, with its Saffron Essence being designed for use on neck and décolleté as well as the face, while Matiere Premiere’s Crystal Saffron Hand and Body Lotion features saffron oil as its main ingredient as well as a fragrance note. Voya’s Feel the Heat Body Balm infuses blend of arnica and comfrey for a skin-soothing effect.
The Global Wellness Institute forecasts the global wellness market will reach $9 trillion by 2028, which marks a huge opportunity for beauty businesses to explore wellness body care. But, is this body care category set to last, or is it merely a marketing ploy to capitalise on the wellness boom?
Body care is gaining momentum as a growing pillar in beauty to compete with skin care and fragrance, which the rise of wellness body care will propel further. This emerging category positions body care as a bridge between the beauty and wellness industries, and taps into consumer demand for beauty-centric holistic remedies.
Joonbyrd founder, Dr. Alexis Granite, pinpoints the pandemic as the catalyst. “The post-pandemic wellness mindset has made this category foundational rather than fleeting. Consumers are seeking harmony between skin care, body care, and emotional wellbeing”, he muses.
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