Consumers are taking a bigger interest in body care as the longevity trend continues to take shape. The category is expanding beyond traditional washes.

In their quest to keep their body as healthy-looking at their face, consumers are turning their bathrooms into a sensory oasis. Analysts at Spate say Influencer-founded labels like Cyklar, along with legacy skincare brands expanding into body care, signal that the category is no longer an afterthought. Consumers are being more intentional about what they want in their products.

According to Spate’s Popularity Index, the moment’s fastest-growing body cleansing trends are brightening body wash and glycerin soap.

Brightening Body Wash

Brightening body wash has grown by 179.0% compared to last year, and across platforms. Despite its growth, it remains Low Popularity, meaning it is not yet widely known or adopted. TikTok leads the trend with 69.6% Popularity Share and has grown 188.2% compared to last year. The category receives 910 average monthly searches on Google and 41,500 average weekly views on TikTok. On Search, the top brand associated with the trend is Olay (350,000 average monthly searches), particularly its Cleansing & Brightening Body Wash.

As an affordable mass option, it signals an opportunity for both drugstore, luxury and K-beauty brands to enter the category. On TikTok, the trend shows strong positive sentiment (8.8/10) but very low engagement (1.2%), paired with an extremely high paid views share (93.4%). This suggests awareness is being driven largely by paid exposure rather than organic excitement, likely because many consumers don’t yet realize body wash can target brightening. Brands have an opportunity to educate through influencer content, before-and-after storytelling, and “Get Ready with Me” and “Day In My Life” shower routine formats. Top related concern hashtags include #hyperpigmentation (7,700 average weekly views) and #darkspots (541,000), while ingredient hashtags like #kojicacid (1,800) and #camucamu (686,000) show that consumers are connecting brightening body care to familiar facial skincare ingredients. Branded hashtags such as #naturiumbodywash (1,600) and #medicube (12,500) reflect both accessible and K-beauty-driven interest.

Glycerin

Glycerin soap has grown by 118.3% compared to last year and holds Medium Popularity, meaning it’s already fairly well known but still growing, analysts say. Google leads the trend with 42.5% Popularity Share. Search interest is up 73.4% compared to last year, while TikTok is growing even faster at 300.5%. The trend receives 16,600 average monthly searches on Google, 93,300 average weekly views on TikTok, and 42,000 average weekly posts on Instagram. Top brands searched alongside the trend include Dial (1,900 average monthly searches), Pears Soap (980,000), and Neutrogena (210,000), all heritage mass brands. This signals an opportunity for newer entrants, particularly if positioned as dermatologist-backed or more premium.

Soap brands already formulating with glycerin could also spotlight the ingredient more prominently on packaging. Search queries reveal growing DIY curiosity, with how-to generating 830,000 average monthly searches, suggesting some consumers are willing to experiment at home. Related terms like clear (580,000) and natural (400,000) indicate demand for gentle, moisturizing formulas safe for sensitive or dry skin. On TikTok, branded hashtags include #pearssoap (2,000 average weekly views) and #prequelskincarereview (490.0). Broader content themes span craft and creation, with #handmade (2,500), #soapmaking (2,300), and #soapasmr (2,700), as well as routine-driven hashtags like #skincareroutine (2,200) and #matureskincare (490,000). Benefit-driven tags such as #hydratedskin (2,000) and #dewyskin (2,000) reinforce that hydration remains the core appeal.