These Sudsy Rituals Are Bubbling Over Bath & Body Trends

Additional steps to personal care rituals, like body care applications, can feel like a chore for consumers following a case of shower fatigue.

But given the payoff of a younger-looking future self, analysts say their efforts are well worth the time and energy. While body oils, serums and butters remain popular after-shower rituals, the moment’s fastest-growing bath and body trends are in-shower moisturizers and body powder, per Spate’s Popularity Index.

In-Shower Moisturizers

Post-30-minute showers, analysts say consumers are less inclined to go the extra mile and apply body moisturizer. Hence, the rise of in-shower moisturizers. These water-activated, oil-based formulas are designed to bind to wet skin, cutting out a dreaded extra step. The trend has grown 383.7% compared to last year and remains Low Popularity across platforms. Analysts say this means the trend remains relatively niche but is gaining traction quickly among consumers.

TikTok currently leads with 55.4% Popularity Share and growth of over 1,000% year-over-year. The category receives 2,100 average monthly searches on Google and 21,000 average weekly views on TikTok. Queries like best (290 average monthly searches) indicate that consumers who are searching are already looking to buy. The primary brand associated with the trend is Eucerin (480 average monthly searches), a drugstore player. Given the overall low competition, analysts say this presents a clear opportunity for both mass and luxury brands to enter the space.

On TikTok, analysts say the conversation is heavily driven by paid content. Hashtags like #ad (12,000 average weekly views) align with the trend’s Very High Paid Views (98.7%) and Very High Shop Views (98.0%), suggesting that most visibility is coming from sponsored or commission-enabled posts. Supporting hashtags such as #showeressentials (7,600 average weekly views) and #showerroutine (2,500), along with benefit-led tags like #softskin (1,400) and #hydration (1,400), show how the trend is being positioned within routine-driven content. Sentiment remains positive (8.0/10), indicating positive consumer response.

Body Powder

Body powder is considered the adult version of baby powder, originally designed to absorb moisture and reduce friction, analysts say. The trend has grown 257.2% compared to last year and holds Medium Popularity across platforms. TikTok leads with 75.9% Popularity Share and 301.1% growth, while the category receives 25,200 average monthly searches on Google and 824,300 average weekly views on TikTok. Interestingly, this is a highly gendered category. Search queries include both body powder for women (1,800 average monthly searches) and body powder for men (1,700), suggesting broad appeal rather than skewing toward one demographic, which is not always the case in beauty. Search behavior also highlights specific product preferences. Terms like talc (1,500 average monthly searches) point to increased attention to formulation, while perfumed (1,400), shimmering effect (1,200), and spray (1,400) reflect demand for products that combine functionality with aesthetic appeal and convenience, according to analysts.

On TikTok, the conversation centers on both formulation and use cases. Hashtags like #talcfree (158,100) and #aluminumfree (61,700) highlight ingredient concerns, while #sweatygirlproblems (61,400), #bodyodor (63,200), and #chafing (58,600) position body powder as a practical solution. At the same time, hashtags such as #perfumepowder (58,600) and #scentlayering (54,400) show that it is also being incorporated into fragrance routines. On Search, top brands include Shower to Shower Body Powder (6,800 average monthly searches) and Estée Lauder (3,200), while on TikTok, branded hashtags like #lush (30,700 average weekly views), #happynuts (10,900), and #peteandpedro (6,700) reflect a mix of heritage and niche players.