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Beauty enthusiasts are turning to magnesium cream for better sleep and body oil for a radiant glow.
January 7, 2025
By: Lianna Albrizio
Associate Editor
Slathering on pumps of serums, oils and creams are a necessity in combating the insufferable effects of old man winter. But it’s taking more than just a hydrating body lotion to do the job.
Per Spate’s new popularity index, the fastest-growing trends in moisturizing body products are magnesium creams and body oils.
While magnesium pills have been trending for a while, with a +27.0% growth compared to last year. Now magnesium creams are having their moment.
Per analysts, this trend has grown by +220.0% compared to last year, with Google Search leading the charge, owning 77.8% of the trend’s popularity share. Beauty enthusiasts are turning to magnesium cream for better sleep, as evidenced by popular search terms like “magnesium cream for sleep” and “calm cream with magnesium.” Consumers strongly associate this product with nighttime routines, highlighted by the hashtag #bedtimeroutine, which averages 44.9K weekly views.
Further, body care brands can capitalize on this trend by adding magnesium creams to their lineups and focusing their branding on sleep benefits. Content strategies can highlight how the product works (consumers search for magnesium cream benefits) and include seeding the product to influencers for get unready with me videos. Brands should also emphasize the multi-use nature of magnesium cream—it moisturizes skin while offering holistic benefits for sleep and relaxation.
Body oil isn’t new, but new data suggests it’s getting hits like it was.
The trend has grown by +49.0% compared to last year and across platforms, with TikTok leading the charge, capturing 77.6% of the trend’s popularity share, analysts say. While consumers are searching for specific brands like Osea, Neutrogena and Saltair, the top query remains at body oil. This leaves plenty of room for new brands to enter the market.
Trending related hashtags offer valuable insights for differentiation: #vanillabodyoil suggests adding a vanilla scent; #glowoil hints at incorporating a shimmer for a radiant glow; and #drybodyoil highlights the product’s hydrating benefits. The hashtag #layering, which receives 20.1K average weekly views, underscores the appeal of promoting how body oils layer seamlessly with other products in a routine or packaging them in bundles with lotions and serums. Perfumetiktok is the top related hashtag with 1.3 million average weekly views, suggesting consumers’ value for body care products that smell just as good as they work.
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