Zhejiang Ukpack Packaging Co,.Ltd
What’s in your “everything shower” routine?
For TikTok creators, it’s the most intensive and multi-stepped shower of the week, with videos breaking down belaboured routines complete with exfoliators, hair masks, multiple shampoos, deep conditioners, shaving creams, oils, body washes, moisturisers and self tanners. They showcase the many products used along the way on showertok, and brands are finding an opportunity to cash in.
It’s the latest way Gen Z is romanticising everyday parts of life and mining them for content, preceded by hot girl walks, bed-making and Erewhon smoothies. And, it’s given rise to a whole new roster of bodycare micro-trends, creating plenty of space for brands to be featured and see products go viral.
Gen Z's spending has surged by 18% year over year, revolutionizing the bath and shower industry. The global bath and shower products market, valued at $51.17 billion in 2024, is projected to reach $79.96 billion by 2032, growing at a CAGR of 5.84%.
>>BATH & SHOWER HYBRID ROUTINE<<
Brands are boosting basic soaps into premium skincare experiences by incorporating cosmetic-grade ingredients. This "skinification" trend merges wellness with daily routines, transforming showers into sensory experiences with hydrating, exfoliating, and nourishing benefits.
+50% of consumers now prefer multi-functional bath products.
+60% say they’re interested in skincare-inspired bath and shower products.
+40% of new bath product launches included skincare ingredients.
Products go beyond basic cleansing, integrating skincare-grade ingredients like hyaluronic acid, niacinamide, ceramides, and plant-based oils to deliver hydration, barrier repair, and anti-aging benefits. These multi-functional formulas not only cleanse but also exfoliate, moisturize, and brighten the skin, boosting daily routines into luxurious self-care experiences.
+74% of consumers believe fragrance enhances their bathing experience
+68% are willing to pay more for products with natural, calming scents.
>>PACKAGING MUST IMPACT<<
Sustainable Packaging its a must, so adopt smaller boxes, bags, and refillable options to reduce waste, cut costs, and enhance visibility through innovative designs.
+70% are more likely to purchase products in sustainable packaging.
Build innovative user experience, evolve into a beauty ritual. Gen Z and wellness enthusiasts are transforming their bathrooms into mini-spas, creating opportunities for premium, unique bath products.
+45% state that premium bath products enhance their bathing experience.
+30% report using bath products as part of an established self-care ritual.
>>SOCIAL MEDIA VIRAL EXPANSION<<
Bath & Shower time has become viral, platforms like TikTok play a pivotal role in shaping Gen Z's personal care choices.
ShowerTok: 6.2 billion views
ShowerRoutine: 271.3 million posts
EverythingShower: 200 million views
Concluding
Showertok’s endurance has made it possible for many beauty labels to wade in as the trend develops. “Gen Z is obsessed with detail and they love multi-step routines,” says Seen Group’s Scott. “For millennials, beauty trends can be more fleeting. For Gen Z, trends like showertok take root and snowball over a couple of years, morphing into other trends like the everything shower.”
As always, brands need to tread carefully around user-created trends. Too much involvement can create saturation, making it more challenging for brands to cut through the noise, which is why it’s important to also monitor beauty micro-trends like ‘strawberry girl summer’.
Find our curated selection of examples, and get inspired for your next HIT.
Post time: 2025-03-14 10:59:07
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