Long gone are the days of owning a single body cream: we’re now in the era of lotions, oils, mists, and toners. And, against the backdrop of looksmaxxing and the after effects of GLP-1s, the bodycare opportunity is only growing.
Earlier this month, prestige bodycare brand Uni named model and actor Kaia Gerber as its first creative partner, working across its content, product innovation, marketing initiatives, and creative direction. The appointment reflects a broader shift in beauty: bodycare is increasingly being treated as a luxury, skincare-led category rather than a low-margin commodity. It also suggests Uni sees enough long-term growth potential in the category to invest in building a cultural bodycare brand that leans into strategic celebrity endorsement, rather than simply selling a hero product.
Historically, consumers were willing to spend £100+ on facial skincare, but much less on body products. That is gradually changing. “Consumers have become a lot more informed and intentional about their daily wellness routines,” says Nima Jalali, founder of Los Angeles-based natural bodycare specialist Salt & Stone, who has scaled the brand from solely deodorants to body wash, oils, mists, and hand creams. “It started with skincare, but people wanted to extend those selfcare moments into the rest of their routine.”
Los Angeles-based natural bodycare specialist Salt & Stone has scaled from solely deodorants to body wash, oils, mists, and hand creams. Photo: Courtesy of Salt & Stone
As a result, the luxury bodycare category is on track to grow 7.1% to $27.8 billion by 2030, according to Euromonitor. The mass bodycare market is expected to grow 5.3% to $24.2 billion in the same period. Investors are taking note. In April, L’Oréal’s venture capital fund Bold invested an undisclosed sum in bodycare brand Hanni. And in March, private equity firm Advent International acquired Salt & Stone, which recorded revenues of $165 million in 2025.
British department store John Lewis says searches for luxury bodycare have skyrocketed, with a year-on-year growth of 400% for Diptyque’s body lotion, 300% for Creed’s body wash, and 125% for Byredo’s body wash. “We’re seeing brands expand their product offerings to extend their bestselling fragrance and skincare into bodycare lines. Fenty Beauty has recently launched a line of body mists, bubble baths, and body washes in complementary scents to offer a full body range,” says John Lewis beauty director Helen Spencer. “Byredo and Diptyque always have their new scents available in luxury body lotions, and Elemis recently launched their pro-collagen body cream following the ongoing success of their pro-collagen skincare line.”
The shift is happening on the big screen, too. In Luca Guadagnino’s 2024 film Challengers, Zendaya is seen slathering her legs with Augustinus Bader’s body cream, which starts at £92 for 100ml.
