Move Over, Basic Bar. Turmeric Soap is the Sudsy New Seller

When it comes to personal cleansing routines, gone are the days of the old white bar-soap and traditional body wash. It’s almost 2025!

Beauty savvy consumers want retinol in their body wash and turmeric soap to achieve their best cleanse. The goal, after all, is to preserve youth while cleansing! According to New York City-based trend tracker Spate, these are the fastest-growing body cleansing products in the US.

Turmeric Soap

Turmeric is taking over the skincare space, particularly in bar soap form. According to analysts, there is an average of 19.3K monthly searches on Google and +115.4% growth compared to last year. On TikTok, turmeric soap has seen a +299.4% YoY growth in views compared to last year and receives 10.7 million average weekly views. This trend also holds a Very High Shop Views Share of 72.7%, meaning a significant majority of views come from commission-eligible posts.

What’s more, the hashtag #TikTokShop brings in an average of 2.5 million weekly views along this trend. Top related hashtags like #hyperpigmentation (5.0 million average weekly views) and #darkspots (4.7 million average weekly views) highlight consumer interest in turmeric soap’s potential for brightening skin, even though it’s a rinse-off product rather than a leave-on treatment.

But it’s not all about turmeric.

Consumers want bars that combine it with other standout ingredients like lemon, honey and kojic acid.

Retinol Body Wash

Consumers want to kill two birds with one stone in the shower stall. This means, using products that have multiple benefits like a body wash with retinol.

With an average of 880 monthly searches and a +62.0% increase over last year on Google, most of this attention is focused on Olay’s retinol body wash. This growth signals an opportunity for other brands to enter the space (there are few competing searches, per analysts).

The interest in retinol doesn’t stop at body wash; retinol body cream is also gaining traction on TikTok, with a +76.3% YoY growth and 72.8K average weekly views. Essentially, consumers are looking to add retinol to every step of their body care routine, from wash to lotion—whether to address signs of aging or hyperpigmentation, it’s an ingredient they’re fully invested in, Spate says.