In the ever-evolving world of beauty, TikTok continues to be a powerful trendsetter, and the latest buzz is all about #BodyOil. This trending hashtag reflects a deeper shift in consumer behavior towards extended, self-care-led routines. Let’s explore how this glowing trend is reshaping the body care landscape and what it means for beauty brands and retailers in the coming years.

Table of Contents
● What is #BodyOil and Why is it Trending?
● The Rise of #BodyOil on TikTok
● Key products and formulations in the #BodyOil trend
● Consumer insights: Cozy comforts and self-care
● How brands can leverage the #BodyOil trend

What is #BodyOil and Why is it Trending?

#BodyOil is a trending hashtag on TikTok that highlights a growing consumer interest in luxurious, multi-purpose body care products. These lightweight, nourishing formulations hydrate and enhance the skin’s appearance, often leaving a subtle glow or sheen. The trend aligns with the “skinification” of body care, where consumers extend their facial skincare routines to their entire body.

Several factors contribute to the popularity of #BodyOil:

1. Extended Self-Care Routines: As consumers seek comprehensive beauty rituals, body oils have become an essential step in body care routines.
2. Glowing Skin Aesthetic: Body oils contribute to the popular “glass skin” and “pearl skin” trends, which emphasize a dewy, radiant complexion.
3. Multifunctional Benefits: These products offer hydration, nourishment, and a subtle shimmer effect, appealing to consumers looking for efficient beauty solutions.
4. Social Media Visibility: The visual appeal of applying body oils makes for engaging content on platforms like TikTok, fueling the trend’s popularity.
5. Ingredient Awareness: Educated consumers seek products with clear benefits and “clean” formulations.

The #BodyOil trend is part of a larger shift in the beauty industry towards body care as skincare. According to Biossance, one of the top TikTok skincare trends for 2024 is “Body Care as Skincare,” which involves upgrading body care routines to include targeted treatment ingredients. This trend aligns with the growing consumer demand for products that offer both immediate aesthetic benefits and long-term skin health improvements.

As the trend continues to gain traction, beauty brands are responding by developing innovative body oil formulations that cater to various skin concerns and preferences. From shimmer oils with SPF protection to dry oil formats suitable for hot climates, the #BodyOil trend is driving product innovation and reshaping consumer expectations in the body care category.

The Rise of #BodyOil on TikTok

The #BodyOil trend has experienced a remarkable surge in popularity on TikTok, becoming a must-have in modern skincare routines. According to WGSN’s TikTok Analytics, the hashtag has shown impressive growth, with views increasing steadily from July 2023 to June 2024. By June 2024, aggregated views for #BodyOil and related hashtags (#BodyGlow, #BodyShimmer, and #ShimmerOil) reached 35 million, underscoring significant consumer interest.

The STEPIC* Index analysis reveals that the #BodyOil trend has a medium alignment with societal trends and a long projected lifespan, suggesting body oils are not just a passing fad. This strong growth trajectory indicates a prime area for investment, with brands advised to prioritize development for larger volumes.

STEPIC*: The STEPIC is an analytical model created by WGSN.com, encompassing the domains of Society, Technology, Environment, Politics, Industry, and Creativity. And the SEPIC index is an indicator created through qual and quant research on these topics.

Content under the #BodyOil hashtag is diverse, ranging from product recommendations to before-and-after results. Users are particularly drawn to sharing their extended body care routines, emphasizing the application of body oils as the final step for hydration and a glowy finish. This aligns with the broader trend of “skinification” in bodycare, where consumers are extending their facial skincare practices to their entire body.

The popularity of #BodyOil on TikTok is driven by several factors:

• Visual Appeal: The application of shimmering body oils creates visually engaging content, perfect for TikTok’s video-centric platform.
• Multifunctional Benefits: Users appreciate body oils for their hydrating properties and the subtle glow they impart on the skin.
• Seasonal Relevance: The trend gains particular traction during summer months, as users prepare for travel and seek products that offer both  protection and aesthetic benefits.
• Alignment with Self-Care Trends: The ritualistic application of body oils fits well with the platform’s emphasis on self-care and pampering routines.

The rise of #BodyOil on TikTok represents more than just a beauty trend; it’s a reflection of changing consumer attitudes towards comprehensive body care and the growing desire for products that offer both immediate aesthetic benefits and long-term skin health improvements.

Key Products and Formulations in the #BodyOil Trend

As the trend continues to grow, brands are responding by developing innovative formulations. Here are some key products and formulations driving the trend:

• Shimmer Oils: Offering hydration and a subtle glow, these oils contain light-reflecting particles for a luminous finish, popular on social media platforms like TikTok.
• SPF-Infused Body Oils: These combine sun protection with nourishing benefits, like Vacation’s Shimmer Oil SPF 30, catering to the demand for multifunctional products.
• Dry Oil Formats: Lightweight oils that absorb quickly without leaving a greasy residue, ideal for hot and humid climates.
• Scented Body Oils: Offering aromatherapy experiences with natural essential oils or sophisticated fragrance blends, enhancing the sensory experience.
• Targeted Treatment Oils: Inspired by facial skincare, these include antioxidant-rich oils with vitamins C and E, niacinamide-infused formulas, and hyaluronic acid-based oils for specific skin benefits.
• Body Serums and Sprays: Offering the benefits of oils in different textures for easier application and layering with other body care products.
• Tools for Application: Complementary tools like body brushes, gua sha stones, and rollers enhance product application and add a massage element to the routine.

The diverse offerings within the #BodyOil trend reflect the growing sophistication of consumer demands in the body care category. As the trend evolves, expect further innovations in formulations and application methods, catering to a wide range of skin types, concerns, and preferences.

Consumer insights: Cozy comforts and self-care

The Rise of “Lazy” Self-Care

The popularity of body oils ties into a larger trend of what could be called “lazy” or effortless self-care. This concept is exemplified by the viral TikTok video by @kirakosarin about “hurkle durkle,” a Scottish term for lounging in bed after it’s time to get up, which garnered over 3.9 million views. This trend highlights consumers’ desire for self-care routines that are both indulgent and low-effort.

Body oils fit perfectly into this narrative by offering:

• Quick Application: Easy to apply and absorb quickly, making them ideal for busy lifestyles.
• Multifunctional Benefits: Hydration, nourishment, and a subtle glow in one product.
• Sensory Experience: Pleasant textures and fragrances that enhance the feeling of comfort and luxury.

Cocooning and Comfort-Seeking Behavior

As consumers increasingly seek out products that facilitate rest and relaxation, body oils have become an essential part of creating a cozy environment. This trend aligns with the growing number of consumers who are tired and stressed, looking for moments of self-care in their daily routines.

Brands are responding to this trend by offering:

• Rich, Smooth Formulas: Provide a comforting sensory experience.
• Calming and Cozy Scents: Promote relaxation.
• Support for Rest: Products that support rest and provide escapist experiences.

It’s clear that consumers are looking for products that not only enhance their physical appearance but also contribute to their overall sense of well-being and comfort. Brands that can tap into this desire for cozy, effortless self-care are likely to see success in the coming years.

How brands can leverage the #BodyOil trend

With the #BodyOil trend showing strong growth and long-term potential, brands have a significant opportunity to capitalize on this movement. Here are strategic ways companies can leverage the #BodyOil trend based on the data and insights provided:

1. Invest in product development and scaling

Fueled by the #EverythingShower trend, #BodyOil aligns with consumer demands and product themes related to the bigger theme Care-Taking. These themes will persist into 2025, making #BodyOil a promising trend for investment.

• Focus on promoting existing body glow oils and products in short terms.
• Invest in enhancing body care routines and developing advanced body oil formats  
• Use scent and skin finishes and highlight the sensory experience and relaxation benefits of using body oils

2. Capitalize on seasonal peaks

The TikTok views graph shows fluctuations throughout the year, with notable peaks around July and April. Brands can:

• Time product launches and marketing campaigns to coincide with these peak periods
• Develop season-specific formulations (e.g., lightweight oils for summer, richer oils for winter)
• Create limited-edition collections that align with seasonal trends

3. Focus on multifunctional formulations

The STEPIC Index shows a medium alignment with societal trends, indicating that consumers value versatility. Brands can:

• Develop body oils with added benefits like SPF protection or anti-aging properties
• Create products that cater to specific skin concerns (e.g., hydration, firming, or evening skin tone)
• Offer scented options that provide aromatherapy benefits

Conclusion

The #BodyOil trend on TikTok has shown remarkable growth and staying power, as evidenced by the steady increase in views from July 2023 to June 2024. With aggregated views reaching nearly 35 million by mid-2024, it’s clear that body oils have captured the attention and imagination of consumers worldwide. As the trend continues to evolve, brands have a unique opportunity to innovate and expand their offerings in the body care category.

The #BodyOil trend not only represents a shift in skincare routines but also reflects broader consumer desires for self-care, comfort, and holistic well-being. As we look to the future, it’s evident that body oils will continue to play a significant role in shaping the beauty and personal care landscape.