A single white space has emerged in an oversaturated beauty market: body care.
Surprisingly, the category represents just nine percent of the overall $5.4 billion prestige skin-care market in the U.S., according to data from NPD, which puts body-care sales for the 12 months ending Sept. 30 at just $275.8 million. Body moisturizers comprise the largest share of the category, with $126 million in sales, followed by body cleansers with $47.4 million in sales. While this is a very small portion of an otherwise substantial sector of beauty, it’s only growing. Retailers and brands globally told WWD they’re witnessing a marked uptick in body-care sales as of late, coupled with piqued consumer interest stemming from a cultural fixation on full-body wellness.