Body care, an oft-ignored category that’s risen during the pandemic, could be the next big beauty industry money maker.

At least, that’s what many industry insiders believe. During an episode of Beauty Independent’s In Conversation webinar series on Jan. 20, Colin Peak, co-founder of brand incubator Syllable, declared body care with skincare positioning is “about to explode.” Predictive data platform Trendalytics has forecast the segment to be a big trend in 2021 and, for product discovery app Influenster, year-over-year interest in lotions, moisturizers and similar products online increased 140% in 2020.

Brands are throwing their hats into the body care ring as consumers embrace the philosophy that skincare extends beyond the space. Although the category is dominated by mass players such as Cetaphil, Jergens, Vaseline and CeraVe, a brand that unexpectedly has become a favorite of TikTok influencers, indie beauty startups attempting to chip away at their market share have been popping up with different points of view. Talking to Beauty Independent last year, Nécessaire co-founder Randi Christiansen said the premium brand’s business was on track to grow 300% to 400%. Up and down the market, emerging brands like Mademoiselle Provence, Esker and Nopalera are proving body care shouldn’t be snubbed.

For the most edition of its webinar series, Beauty Independent last week gathered experts in the category—Oui the People founder Karen Young, Legology founder Kate Shapland and Susan Griffin-Black, co-founder of EO and Everyone—to discuss how they’re changing body care narratives with their brands, lifting sales and attracting loyal customers.

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Published by Jane Carlson on February 7th, 2021