Beauty: The Next Wellness Craze? Booty Beauty is Breaking Taboos and Boosting Sales

Why it is the topic trending:

• Shifting Attitudes Towards Body Positivity: Society is becoming more open to discussing previously taboo topics related to the body, particularly on social media, paving the way for brands to address these concerns with frankness.

• Emergence of "Booty Beauty" Category: The beauty and wellness sector is seeing a rise in products specifically targeting previously "awkward" areas like the bottom, addressing issues from sweat to hemorrhoids.

• Strong Sales Growth in the Sector: Brands offering products for these previously unmentionable concerns are experiencing significant sales growth, indicating a strong consumer demand that was previously unmet.

• Overview:

  • Breaking Taboos in Beauty: The beauty industry is becoming more frank about previously awkward health and wellness concerns, especially regarding the bottom and intimate areas.

  • Rise of "Booty Beauty": A trend focusing on products for issues like bum sweat, bowel problems, bum acne, and hemorrhoids is emerging.

  • Social Media Driving Openness: Social media has played a key role in normalizing discussions around these topics.

  • High Demand and Sales: Brands addressing these concerns are seeing strong sales growth.

  • Mainstream Brands Joining In: Even major brands are now entering this space, further validating the trend.

Detailed findings:

• Erewhon's C.R.A.P. Smoothie: Cult LA grocer Erewhon collaborated with toilet paper company Who Gives A Crap to create a smoothie promoting regularity, highlighting the increasing openness to discussing bowel issues.

• Social Media Normalizing Taboos: Audiences are increasingly comfortable discussing previously awkward topics on social media, which has extended to beauty and wellness concerns.

• TikTok's #HygeineTok: Thousands of videos on TikTok under the #HygeineTok hashtag feature advice on topics like butt body odor, hemorrhoids, and bum acne.

• Megababe's Success: Bodycare label Megababe, known for its thigh chafe stick, launched Butt Stuff, a hemorrhoid cream, which has been a "real surprise hit" and is expanding to major retailers.

• Wype's Rapid Growth: Startup Wype, offering a gel to improve toilet paper cleanliness, saw a 173% business growth between 2023 and 2024 and is about to ship its millionth unit.

• All-Over Deodorant Boom: Brands like Luna Daily, launched in 2019 by a former Charlotte Tilbury executive, specialize in bodycare that can be used all over, including intimate areas, and have experienced triple-digit growth.

• Mainstream Brands Addressing Awkwardness: Unilever's Sure deodorant brand launched an ad campaign using playful terms for intimate body parts, signaling mainstream acceptance of these conversations.

• Power of Recommendation and Education: Word-of-mouth and brands educating consumers about common but often unspoken issues like post-childbirth hemorrhoids are key sales drivers.

• Importance of Inclusive Language: Brands bringing intimate products to market are ensuring the language used is not infantilizing or minimizing.

• Merchandising Challenges and Solutions: Retailers are learning how to merchandise these products in mainstream bodycare aisles rather than hiding them in awkward corners.

• Future Opportunities in Perimenopause and Menopause: The article suggests that the next area of growth in this category will likely focus on products addressing concerns related to perimenopause, menopause, and post-menopause.

• Innovation Inspired by Skincare: Future "booty beauty" products are expected to incorporate traditional skincare ingredients and formats like mild acids, barrier-strengthening ingredients, toners, masks, exfoliators, peel pads, and tools.

Key success factors of product (trend):

• Addressing Previously Unmet Needs: These products provide solutions to common but often unspoken or taboo concerns.

• Normalizing Conversations: Brands are playing a role in destigmatizing these topics through open and frank marketing.

• Effective Social Media Presence: Many of these brands have gained traction through organic recommendations and discussions on social media.

• High-Quality and Efficacious Products: The products themselves must be effective in addressing the intended concerns.

• Inclusive and Empowering Messaging: Brands are using language that is inclusive and empowers consumers to feel good about their bodies.

Key Takeaway: The "booty beauty" trend signifies a new era of frankness in the beauty and wellness industry, where brands are openly addressing previously taboo health and hygiene concerns related to the bottom and intimate areas. Fueled by increased openness on social media, this category is experiencing significant growth as consumers seek solutions for issues like body odor, bowel problems, and hemorrhoids, with both niche and mainstream brands now innovating in this space.

Main trend: The main trend is the increasing openness and mainstreaming of personal care products targeting previously taboo or awkward areas of the body, particularly the bottom and intimate regions.

Description of the trend (please name it): The trend is "Below-the-Belt Beauty Breakthrough". This describes the significant shift in the beauty and wellness industry where brands are now openly addressing and marketing products for previously unmentionable or taboo concerns related to the buttocks, groin, and other intimate areas, driven by changing social norms and consumer demand for solutions to these issues.

What is consumer motivation:

• Desire for Comfort and Hygiene: Consumers want to feel comfortable and clean in all areas of their body, including those previously considered awkward to discuss.

• Seeking Solutions for Common Issues: Many people experience issues like body odor, chafing, or hemorrhoids and are looking for effective and discreet solutions.

• Breaking Free from Shame and Taboo: The trend is empowering consumers to openly address and seek solutions for these concerns without feeling embarrassed or ashamed.

• Influence of Social Media Normalization: Seeing others discuss these topics openly on social media encourages more consumers to seek out products.

• Improved Self-Esteem and Confidence: Feeling comfortable and cared for in all parts of their body can contribute to overall self-esteem and confidence.

What is driving trend:

• Increased Openness on Social Media: Social media has provided a platform for discussing previously taboo topics related to the body and health.

• Changing Beauty Standards: The beauty industry is becoming more inclusive and focused on overall well-being rather than just traditional notions of beauty.

• Consumer Demand for Specific Solutions: People are actively searching for products that address their specific, sometimes niche, body care needs.

• Innovation by Disruptive Brands: New and agile brands are entering the market specifically to tackle these previously ignored concerns.

• Mainstream Brand Recognition of Untapped Market: Larger, established brands are now recognizing the potential and legitimacy of this market segment.

What is motivation beyond the trend:

• Preventative Care: Some consumers may be using these products as part of a proactive approach to hygiene and wellness.

• Enhanced Quality of Life: Addressing issues like chafing or odor can significantly improve comfort and quality of life.

• Body Positivity: This trend aligns with a broader movement towards body positivity and embracing all aspects of the body.

Description of consumers article is referring to:

The article refers to a broad range of consumers, but with a particular emphasis on women, who are often the target demographic for beauty and bodycare products. It also highlights the influence of younger generations who are more active on social media and driving open conversations about these topics.

Summary of Consumer Description: Consumers, particularly women and younger individuals, who are increasingly open to discussing and seeking solutions for previously taboo body care concerns related to the bottom and intimate areas, driven by a desire for comfort, hygiene, and breaking free from societal shame.

• Who are them: Individuals of various ages and backgrounds who experience common but often unspoken body care issues related to the bottom, groin, and intimate areas. Women are a significant target demographic for many of these products.

• What kind of products they like: They are interested in solutions-based products like hemorrhoid creams, all-over deodorants for intimate areas, wipes or gels for enhanced cleanliness, and products addressing issues like chafing and body odor in these areas.

• What is their age?: Younger generations, who are more active on social media and comfortable with open discussions, are likely driving the demand for these products. However, the need for these solutions likely exists across age groups.

• What is their gender?: While men also experience some of these issues, the article and many of the highlighted brands (Megababe, Luna Daily) seem to primarily target women.

• What is their income?: The range of brands mentioned, from Erewhon smoothies to products sold at CVS and Boots, suggests that this trend appeals to a variety of income levels.

• What is their lifestyle: This likely includes individuals who are health-conscious, active (potentially experiencing issues like chafing or sweat), and engaged with social media trends and discussions.

• What are their category article is referring shopping preferences: They are likely looking for these products in the bodycare or wellness aisles of drugstores, supermarkets, and online retailers like Amazon and Sephora. They may be influenced by recommendations on social media.

• Are they low, occasional or frequent category shoppers: For some products like deodorant or wipes, they might be frequent shoppers. For more specific needs like hemorrhoid cream, it might be occasional.

• What are their general shopping preferences-how they shop products, shopping motivations): They are likely motivated by finding effective solutions to their needs, convenience, and feeling comfortable with the brands and language used to market these products.

Conclusions: The "booty beauty" trend represents a significant evolution in the beauty and wellness industry, characterized by a new level of frankness and a focus on addressing previously taboo concerns. Fueled by changing social norms and increased openness online, this category is meeting a significant consumer demand for products that enhance comfort, hygiene, and confidence in all areas of the body.

Implications for brands:

• Identify and Address Unmet Needs: Brands should look for other previously awkward or taboo body care concerns that consumers are now more willing to discuss.

• Use Inclusive and Empowering Language: Marketing should be sensitive and normalizing, avoiding shame or infantilization.

• Consider Product Placement Carefully: Merchandising products in accessible and mainstream locations is key for success.

Implication for society:

• Destigmatization of Bodily Functions and Concerns: This trend contributes to a more open and accepting societal view of the human body and its various needs.

• Increased Focus on Overall Well-being: By addressing previously ignored areas, the wellness movement is becoming more comprehensive.

Implications for consumers:

• More Solutions Available: Consumers will have a wider range of products specifically designed to address their needs.

• Increased Comfort and Confidence: Open discussion and effective products can lead to greater comfort and confidence in their own bodies.

Implication for Future:

• Continued Expansion of "Below-the-Belt" Beauty: Expect to see more innovation and product development in this area, including new formats and ingredients.

• Focus on Other Previously Taboo Areas: The frankness seen in "booty beauty" may extend to other areas of the body that have been historically awkward to discuss.

• Integration of Skincare Principles: Products for these areas will likely continue to adopt ingredients and formats common in skincare.

Consumer Trend (name, detailed description): The Unfiltered Body Care Consumer: This trend describes consumers who are increasingly comfortable discussing and seeking solutions for all types of body care concerns, including those previously considered taboo or embarrassing, driven by a desire for comfort, hygiene, and overall well-being.

Consumer Sub Trend (name, detailed description): The Solutions-Focused Shopper (Intimate Care): This sub-trend highlights consumers actively seeking out specific products that provide effective solutions for particular body care issues in the bottom and intimate areas, rather than relying on generic or repurposed products.

Big Social Trend (name, detailed description): Body Positivity and Self-Acceptance: The growing social movement promoting acceptance and appreciation of all body types and addressing previously stigmatized aspects of the body.

Worldwide Social Trend (name, detailed description): Global Shift Towards Wellness and Self-Care: The increasing global emphasis on personal health, well-being, and self-care practices.

Social Drive (name, detailed description): The Pursuit of Comfort, Hygiene, and Confidence: Consumers are driven by a fundamental desire to feel comfortable, clean, and confident in their own skin, regardless of societal taboos.

Learnings for brands to use in 2025:

• Be Bold and Frank in Marketing: Don't shy away from discussing previously taboo topics openly and honestly.

• Focus on Providing Real Solutions: Ensure products are effective in addressing the specific concerns they target.

• Create a Welcoming and Inclusive Brand Image: Foster a sense of comfort and acceptance around these topics.

Strategy Recommendations for brands to follow in 2025:

• Conduct Market Research on Untapped Needs: Identify other body care concerns that are currently underserved or considered taboo.

• Develop Innovative and Targeted Products: Create effective solutions using appropriate ingredients and formats.

• Utilize Social Media for Open Dialogue and Education: Engage in conversations with consumers and provide educational content to normalize these topics.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, the "below-the-belt beauty breakthrough" reflects a growing consumer comfort in addressing previously taboo body care concerns, urging brands to innovate and market solutions with frankness and inclusivity to tap into this significant and expanding market.

Final Note:

• Core Trend: Below-the-Belt Beauty Breakthrough: The increasing openness and mainstreaming of personal care products for previously taboo areas like the bottom and intimate regions.

• Core Strategy: Address Unmet Needs with Frankness and Inclusivity: Brands should identify underserved body care concerns and market solutions openly and without shame.

• Core Industry Trend: De-stigmatization of Personal Care Topics: The beauty and wellness industry is becoming more comfortable discussing a wider range of bodily functions and needs.

• Core Consumer Motivation: Pursuit of Comfort, Hygiene, and Confidence: Consumers desire to feel comfortable, clean, and confident in all aspects of their bodies.

Final Conclusion: The "booty beauty" trend signals a refreshing shift in the wellness landscape, where open conversation and innovative products are finally addressing previously awkward and unmentionable body care needs. As social media continues to normalize these topics and consumers become more empowered to seek solutions without shame, this category is poised for continued growth and innovation, offering brands a significant opportunity to connect with consumers on a more personal and comprehensive level.

Core Trend Detailed: description. The core trend, Below-the-Belt Beauty Breakthrough, represents a significant evolution in the personal care industry, moving beyond traditional beauty norms to encompass a more holistic and frankly addressed approach to body care. This breakthrough signifies a growing comfort level in discussing and seeking solutions for concerns related to the bottom, groin, and other intimate areas of the body – topics that have historically been considered taboo or embarrassing. This shift is driven by a confluence of factors, most notably the increased openness facilitated by social media platforms, a broader cultural movement towards body positivity and self-acceptance, and an unmet consumer demand for effective products addressing these specific needs. Brands are now innovating and marketing with a new level of transparency, using inclusive language and challenging outdated societal norms, ultimately empowering consumers to feel more comfortable and confident in all aspects of their physical well-being.

Key Characteristics of the Core trend:

• Open Discussion of Previously Taboo Topics: Social media and brand marketing are now openly addressing concerns like body odor in intimate areas, hemorrhoids, and hygiene in the "booty beauty" space.

• Focus on Functional and Solution-Oriented Products: Brands are developing and marketing products specifically designed to address these concerns, rather than relying on repurposed or generic solutions.

• Increased Consumer Awareness and Acceptance: Consumers are becoming more aware that these concerns are common and are more willing to seek out and purchase related products without shame.

• Mainstreaming of Intimate Care: Products for these areas are increasingly being sold in mainstream retailers and merchandised in standard bodycare aisles.

• Use of Playful and Normalizing Language: Brands are often using lighthearted or matter-of-fact language to destigmatize these topics.

Market and Cultural Signals Supporting the Trend:

• Success of Brands Like Megababe and Luna Daily: The strong sales growth and mainstream retailer partnerships of these brands indicate significant market demand.

• Viral Discussions on Social Media: The #HygeineTok trend and numerous videos discussing these topics demonstrate consumer interest and willingness to engage.

• Collaboration Between Brands and Retailers: Erewhon's smoothie with Who Gives A Crap and Megababe's expansion into CVS highlight collaborations that further normalize these conversations.

• Arrival of Mainstream Players Like Unilever: The entry of large corporations into this space signals its legitimacy and growth potential.

How the Trend Is Changing Consumer Behavior:

• More Openness to Discussing Intimate Care Needs: Consumers are becoming more comfortable talking about these concerns with friends, online communities, and even healthcare professionals.

• Active Search for Specific Products: Instead of suffering in silence or repurposing other products, consumers are actively seeking out solutions designed for these areas.

• Greater Confidence in Purchasing Intimate Care Items: The destigmatization and mainstream availability of these products are making consumers more confident in their purchasing decisions.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Significant opportunity to innovate and capture a growing market by addressing previously underserved needs.

  • Importance of authentic and inclusive marketing that resonates with consumers' desire for openness.

• For Retailers:

  • Need to adapt merchandising strategies to appropriately display these products in mainstream locations.

  • Opportunity to educate consumers and normalize the purchase of these items.

• For Consumers:

  • Greater access to products that can improve their comfort, hygiene, and overall well-being.

  • Reduced stigma and increased confidence in addressing personal care needs.

Strategic Forecast:

• The "booty beauty" and broader intimate care categories are expected to continue to expand rapidly.

• Innovation will likely focus on incorporating advanced skincare ingredients and diverse product formats.

• Mainstream adoption will continue, with more major brands entering the market.

• Retailers will become more comfortable with merchandising these products openly.

Areas of innovation (based on discovered trend):

• Skincare-Inspired Formulations for Intimate Areas: Incorporating ingredients like mild acids and ceramides.

• Diverse Product Formats: Expect to see more toners, masks, exfoliators, peel pads, and tools specifically for these areas.

• Personalized Intimate Care Regimens: Brands may offer customized product recommendations based on individual needs and concerns.

• Technology Integration: Potential for apps or devices that help monitor and improve intimate health and hygiene.

Final Thought (summary): The "Booty Beauty Breakthrough" signifies a long-overdue evolution in the wellness industry, marked by a refreshing wave of honesty and innovation in addressing previously taboo body care concerns. By fostering open conversations and developing effective solutions, brands are empowering consumers to feel more comfortable, confident, and cared for in all aspects of their bodies, signaling a positive step towards a more inclusive and comprehensive approach to personal well-being.

Source: https://www.voguebusiness.com/story/beauty/the-next-wellness-craze-booty-beauty