Cosmetics Business has revealed the top five body care trends as the category moves into 2027, as consumers who have become increasingly sophisticated about facial skin care look at their body through the same lens.

According to prestige sales data for Europe, exclusively provided to Cosmetics Business by Circana, body care grew by 11% in value to a total of €523m in the year ending September 2026, with an 8% rise in units. In the USA, data from the first half of 2026 revealed a 16% rise in body care sales.

“What we are now seeing is that same level of interest extending beyond the face, helping to fuel a real boom in body care,” said Grace Vernon, Director of International Retail Partnerships at Boots Ignite and Trends.

Key figures

• Body care product launches increased by 62% in 2026 compared with last year, according to Circana.
• Sales of body serums have increased by 16% this year in Europe, and 27% in the UK, according to Circana.
• New entrants to body care in 2026 include Kayali with its Yum collection, NYX Professional Makeup with its Fat Oil Body Collection, its first move into body care in its 27-year history, and e.l.f. Cosmetics with its e.l.f. POP collection.
• New dedicated brands have also launched, including US brand Dewsy, which offers “face-grade actives, clinically tested formulas and advanced delivery, all at masstige prices”, according to CEO and co-founder Kathy Widmer.

The top 5 body care trends

• Body contouring and the GLP-1 era - USA data from Spate found that, for the year ended August 2026, searches for ‘body firming cream’ were up 45% year-on-year and ‘firming body lotion’ up 31%, as interest grows alongside the use of GLP-1 drugs.
• The skinification of nail care - Elaborate extensions and regular gel manicures are making way for ‘naked’ nails, milky shades and ‘your nails but better’ looks, with brands launching nail health products that draw on skincare ingredients. According to Spate, average monthly search popularity for the nail category declined 3.9% year-on-year.
• Glass skin body glow - The desire for glass skin has moved below the chin. “The body glow trend is increasingly about achieving healthy-looking, hydrated skin from head-to-toe, rather than simply adding shimmer,” said Vernon.
• Body milks - Lightweight and fluid, body milks are designed to make moisturising feel less like a functional step and more like a daily indulgence.
• Vitamin C body care - One of facial skin care’s most successful actives is gaining momentum in body care. “Vitamin C is central to this shift: a recognisable antioxidant ingredient associated with brighter, more even-looking skin,” said Nilofer Vahora, Chief Marketing Officer at Amika.

For more information, visit cosmeticsbusiness.com.