Body care used to be nothing more than a hygiene routine—nothing special, just something consumers had to do. But the early 2020s shifted this mindset. Many people now see bath and body time as self-care and indulgence. This shift has sparked new trends in personal care that go beyond the basics.
From one of the biggest changes (skinification) to more subtle trends like Body Works and sun-focused products. Consumers are now giving the same love they have for facial skincare to the rest of their bodies. Experts expect this trend to continue in 2025. So, here are the top trends to watch for the future.
Table of Contents
5 bath and body trends to prepare for ahead of 2025
Wrapping up
5 bath and body trends to prepare for ahead of 2025
1. Sun-clusive solutions
There’s a growing trend on TikTok right now: #FakeTan. And it’s opening up a whole new opportunity for brands to tap into. With 25% of Gen Z adults in the US dealing with skin damage from sun exposure, more and more age-conscious consumers are turning to sunless tanning.
They want that glowing look without the risk. Products like the Isle of Paradise Express Mousse (UK) are perfect for this—quick and easy to use at home, with results in just 30 minutes.
The beauty world is also seeing body oils with shimmer become must-haves in the sunless tanning world. The demand for “tailored tones” is also taking off, thanks to brands like Bondi Sands creating self-tanning products that match various skin undertones (cool, warm, olive, and deep). Plus, the #BlackGirlTanning trend on TikTok highlights the need for self-tanners specifically designed for darker skin.
However, a surprising 52% of Gen Zs in the US don’t know about the risks of sunburn (shoutout again to the AAD). TikTok often promotes tanning as a “skincare hack” that helps with acne and hyperpigmentation, but in reality, it’s just a temporary fix that can cause more harm.
Brands in the sunless tanning and SPF space must step up and educate younger consumers. They can do this through smart content and campaigns, offering safe, affordable solutions like Boë’s (UK) self-tanners, free of harmful chemicals and won’t clog pores.
2. Technical body care
Tap into the growing demand for body care that tackles aging and promotes longevity. Just like in skincare, people are becoming more focused on slowing down the signs of aging. They’re looking for products that work on a deeper cellular level.
For example, U Beauty’s (UK) Resurfacing Body Compound is a premium exfoliant that helps remove keratin blockers and strengthens the skin, giving it a more youthful look by working with the skin’s natural renewal cycle. Consumers are also embracing the idea of skincare layering and multi-step routines for their bodies.
The #EverythingShower trend is a great example of this. In the US and the UK, 65% of Gen Z have added an extra step to their body care routine, incorporating products like lotions, salt scrubs, and toning mists (Kyra). A great option for those looking to age gracefully is Soft Services’ (US) Renewing Duo—a two-step nightly routine featuring a serum and lotion.
There’s also huge potential for innovation in pre- and post-shower products. Take Korean brand Second Shower for instance; their CoQ10 Essence is a lotion designed to boost hydration and protect the skin barrier right after showering.
Remember to focus on body parts that are often exposed. Japanese brand Kanebo’s Radiant Skin Refiner brightens and smooths rough areas like the décolletage, elbows, knees, and even heels. Anti-aging powerhouses like NAD+, exosomes, and resveratrol will continue to drive innovation in this space.
3. Heat relief
By 2025, consumers will be all about products that give quick relief and lasting protection from humid weather. High heat and humidity can bring on acne, heat rash, and sunburn. To fight this, people will look for cooling, soothing products—high-density gels that instantly calm inflamed skin and lightweight, non-sticky formulas that dry fast.
For example, Athletia’s Skin Protection Body Mist from Japan is a liquid-to-gel sunscreen that refreshes and soothes sunburned skin. At the same time, Susanne Kaufmann’s Cooling Body Mist (Austria) uses menthol and horse chestnut extract to cool down both face and body on those scorching days.
Cold plunge therapy is blowing up on TikTok, with more people trying out portable plunge tubs for health and wellness benefits. This trend is opening doors for brands to create products that replicate the cooling effects at home. Lush’s Cold Water Soother Epsom Salt Bath Cube is ahead of the curve, offering a magnesium-rich bath bomb made for cool water, using eucalyptus and cypress to refresh both body and mind.
Traditional cooling ingredients like eucalyptus, mint, aloe vera, cucumber, and menthol will remain go-tos. Brands like Elemis (UK) with their Cool Down Body Wash and RITUALS (Dutch) with their Samurai Cooling Ice Shower Gel are already on top of this trend.
With hot temperatures and humid nights comes the need for insect-repellent body care. Products like Kate McLeod’s Dusk Stone body moisturizer—the first insect repellent sold at Sephora—and Kinfield’s insect-repellent body care will keep consumers cool and bug-free.
4. Alpha baths
Millennial parents with young Alpha kids are all about bath and body products that align with their ‘clean’ beauty values and help build healthy habits—while still making bath time fun. While infants and older Alpha kids already have many options, there’s a gap for products aimed at kids born around 2020.
Parents prioritizing quality will love expert-approved, child-friendly products like Gryme’s (US) Body + Face Wash. It’s dermatologist- and pediatrician-approved, and it’s affordable, making it a go-to for Millennial parents. Parents and kids alike will be drawn to playful products that make bath time exciting and not a chore.
Think multi-sensory, tactile experiences that turn everyday routines into a little adventure. Australian brand Allkinds gets this right with body care items like “wobbly mounds” of soap and whipped cream textures. Their themed scent collections create little “worlds” for kids to explore, feeding their natural curiosity.
Even clean-up is getting an upgrade. Korea-based Pinky Cosmetics has Bubble Party—a spray-on foam kids can use to draw on shower walls like graffiti. It dissolves in water, so parents don’t worry about the mess. And don’t forget—these fun bath products aren’t just for kids! Adults also embrace playful, Glimmer-inducing products to add brightness to their routines.
5. Cathartic soaks
The growing aura economy gives bathing rituals a new vibe as more people embrace alternative wellness practices. Especially popular with Gen Z, there’s a renewed interest in ancient traditions and healing ingredients worldwide. On TikTok, #SpiritualBath is trending, with users sharing their personalized bath routines.
Small-batch brands like Palm of Feronia (UK) are leading the way by infusing their bath products with crystals and Reiki energy. Their Amethyst & Magnesium Bath Soak blends folk remedies for sleep and muscle recovery while using meditative amethyst to “spiritually reset” and harmonize both body and mind.
For the modern mystic, Moon Bath (US) offers herbal bath teas aligned with lunar phases. These teas are designed to sync the body with the natural rhythms of the cosmos, releasing any energy that no longer serves consumers.
Looking ahead to 2024, expect more multi-sensory “soaksperiences” as emotional tech meets self-care. Lush’s Bath Bot made waves in 2023 and is now available for pre-order. This ultimate bath companion pairs with bath bombs to customize consumers’ soaks using sound, light, and color.
Traditional healing ingredients will also make a comeback. Magnesium-rich minerals like Epsom salts and Himalayan salt are known for their sleep and muscle recovery benefits. Soothing herbs like bergamot and clary sage help restore calm. Palm of Feronia’s Grounding Bath Elixir is a global blend of these time-tested ingredients, including antioxidant-rich baobab oil from Africa and sweet almond oil, a staple in ancient Chinese, Ayurvedic, and Greco-Persian medicine.
Wrapping up
Bath and body products that help people stay cool and calm will be necessary as temperatures rise and the weather becomes more unpredictable. People want products that refresh their skin and help them unwind. Think bath and shower solutions that soothe both body and mind.
Consumers are also seeking body care that is as effective as skincare routines. So, it’s time to speak the language of skincare—highlight products that work at a cellular level, focusing on longevity and targeting specific areas. Dive into new skincare ingredients and technologies, like NAD+, to keep offerings ahead of the game.
