In the modern beauty landscape, the traditional notion of skincare routines centered only on facial products is swiftly giving way to more comprehensive regimes. Influencers are driving a demand for an expansive approach to self-care, one that incorporates scalp, hair, body, and even hand care. With social media platforms like TikTok playing an influential role, beauty enthusiasts are discovering the vast potential of multi-step routines that go well beyond facial skincare.
A prime example of this trend is showcased in a TikTok video by influencer Sylvia Geng, which boasts over 70 million views. In her video, Geng meticulously demonstrates a seven-step skincare routine dedicated solely to her hands, utilizing high-end products like Fenty Skin exfoliating scrub and La Mer oil. This not only highlights the rising interest in hand care but also illustrates how such routines can enhance one’s mental well-being. Geng’s belief that self-care rituals positively impact both appearance and mood reflects a significant cultural shift towards holistic beauty practices.
Notably, statistical analysis indicates a profound evolution in beauty habits. According to a study by UK health retailer Superdrug, the average beauty routine for women grew from eight to 27 steps between 2006 and 2016, a figure that has recently escalated further. The “skinification” phenomenon—a focus on applying skincare principles to hair and body care—is influencing consumer behavior, leading them to adopt extensive regimens that mirror facial routines.
Jeff Lindquist, a partner at Boston Consulting Group, emphasizes this shift: “The multi-step routines in facial skincare have now extended to other categories, including body care, hair care, and even fragrance.” A recent survey revealed that in 2024, approximately 30% of consumers reported using more body care products compared to the previous year, and a substantial 40% utilized over five hair products daily.
Despite some criticism over the potential for overconsumption, it’s evident that brands are pivoting towards innovation in less-explored categories to maintain growth in an increasingly saturated market. Body and hair care have emerged as bright spots amidst general sluggishness in beauty product innovation, as evidenced by Mintel’s Global New Products Database, which recorded a ten-year low in genuinely new beauty product launches at just 46% in 2024.
The response from brands has been telling. Companies like Augustinus Bader and Drunk Elephant have successfully ventured into body and hair categories, applying their skincare expertise to new products. For instance, Augustinus Bader introduced a Body Cream featuring bisabolol, and Drunk Elephant launched a scalp scrub enriched with alpha and beta hydroxy acids. This shows that the beauty industry is not simply about new products but also about reengineering existing formulas to meet evolving consumer demands.
As the trend gains momentum, new brands dedicated to hair and body care, such as Nécessaire and Soft Services, have surfaced. Additionally, existing skincare brands are also releasing innovative products in these segments. The Inkey List recently launched an Exfoliating Body Duo, signifying its commitment to expanding beyond facial products.
Moreover, big mass-market brands are also joining the skinification movement. Consumers can now easily find body serums infused with niacinamide from popular lines like Dove and Pantene. These developments demonstrate that skinification is not simply a niche market; it is becoming mainstream.
When launching new product categories, convincing consumers to not only purchase but to incorporate products into their daily routines remains a challenge. This is where the influence of social media becomes pivotal. Brands strategically partner with TikTok influencers to promote concepts like the “everything shower,” a trend showcasing elaborate shower routines that engage customers at a personal level. Influencers like Abbey Yung, a trichologist with a large following, provide audiences with insights into effective multi-step hair care routines, proving that influencer marketing has matured into a vital aspect of beauty branding.
Additionally, partnerships with professionals, including trichologists and haircare experts, result in enhanced consumer experiences. Salons in the U.S. are increasingly adopting K-beauty-inspired “head spas,” offering specialized treatments that combine scalp analysis and serums, turning routine visits into self-care experiences that feel rewarding rather than burdensome.
As the beauty industry navigates this shifting paradigm, brands must focus on creating authentic and need-based products, rather than merely capitalizing on trends. The founder of hair-care brand K18, Michelle Miller, emphasizes that simplification often enhances efficiency, stating that innovative products should serve genuine consumer needs rather than contribute to an already crowded product pipeline.
The evolving landscape of beauty routines illustrates a fundamental change in consumer perception. Routines that once solely prioritized facial care are now expanding across the body, adding a layer of complexity that reflects a deeper understanding of and commitment to self-care. Businesses that can adapt to these changes by innovating responsibly and engaging effectively with consumers stand to benefit the most in this burgeoning market.
