Shower Oils, Turmeric Soap Lead Fastest-Growing Body Care Products in the US

It’s nothing new that consumers want skincare to extend beyond their face to provide equal hydration and even tone to their entire body.

To achieve this level of hydration, skincare conscious consumers are looking to shower oils and turmeric soap to keep their bodies sleek and clean, per beauty trend tracker Spate’s Popularity Index.

Shower Oils

Shower oils offer an easy way to elevate bath time routines, and interest has grown by +99.4% compared to last year across platforms, analysts say.

TikTok owns the trend, with 64.5% of Spate’s Popularity Share, and has seen +303.4% growth compared to last year. On Google Search, monthly queries are up +3.8%, averaging 13.2K searches, while TikTok sees 218.4K average weekly views. The top two brands leading the conversation across platforms are L’Occitane (+21.2% YoY) and Bioderma (+45.1% YoY). But there’s plenty of whitespace for emerging or legacy brands to enter the space with their own iterations. For brands looking to break through, it’s worth noting that the top related concern hashtag on TikTok is #dryskin (39.3K avg. weekly views). This suggests that efficacy, especially around hydration, should be a priority in both formulation and messaging. Consumers also associate shower oils with a sense of luxury.

Moreover, as sensorial splurges constitute 2025’s top three rules of beauty, related hashtags like #luxury (8.3K weekly views) and #smellgood (8.1K) frequently appear alongside shower oil, with the overall sensory experience just as key as functionality.

Turmeric Soap

While one may associate turmeric with immunity teas, its benefits extend beyond functional beverages.

Interest in turmeric body soap has grown by +66.3% compared to last year across platforms. This trend is largely owned by TikTok, which holds +97.4% of its popularity share. On TikTok alone, the trend has grown +69.2%, with 18.6 million average weekly views, while Google sees 20.7K average monthly searches, up +0.8% compared to last year.

Turmeric soap has many benefits including brightening the skin, reducing the appearance of dark spots, calming inflammation and improving overall complexion. Few brands appear in top search queries, indicating a significant opportunity for newcomers, analysts say. In addition to facial use, turmeric soap is often applied to the body, especially on areas like the underarms, where people want to brighten skin or target pigmentation for a more even tone. Some of the top concerns appearing alongside this trend and across platforms are dark armpits (>1K% YoY), dark spots (+87.6% YoY) and hyperpigmentation (+52.9% YoY). One challenge to be mindful of is turmeric’s novelty as a skincare ingredient constituting a clear need for education. People are actively trying to figure out how to use it and what benefits it really offers, analysts say. More than brands, the largest competitors are the consumers.

Searches like “how to make turmeric soap” and “turmeric soap recipe” suggest a strong DIY interest. To stand out, Spate recommends upgrading formulations to offer more than what can be concocted in the kitchen.