This new body staging phenomenon has also been strong in the social conversation concerning brands. According to Tribedynamics [1], body brands are in the top three of the most featured skincare products on social media. According to NPD, body care only represents 9% of business for Prestige Skincare in the United States, but major attention has shifted focus to this category as indie brands invest in this niche left behind by traditional brands in skincare.

More universal - The body positivity

As consumers open up to and care about a more individualized approach to beauty, being inclusive in the representation of body is a sign of the times and of the modernity they value. According to The Fashion Spot’s Fall 2017 Runway Diversity Report 9% of shows from last year included plus-size models (31,5% of models of color) as seen in Spring 2018 where several designers showcased plus-size models. Hunter McGrady was one of the most sought after plus-size model on the show and Natalie Nootenboom, the first plus-size model for Anna Sui, Instagrammed "Let’s go break some stereotypes".

Let's go break some stereotypes. #nyfw #annasui

Une publication partagée par Natalie Nootenboom (@natalienootenboom) le

Slowly, body acceptance is infusing beauty campaigns. The more impactful was certainly Glossier’s launch of Body Hero with a campaign featuring five real women and celebrating the diversity of five real bodies including model Paloma Elsesser. Wet ‘n’ Wild showcases plus-size model Alessandra Garcia for its Generation of Wild campaign. The brand also launched the #BreakingBeauty campaign with Brianna Marquez, a plus-size model posing alongside an albino and transgender models.

More holistic - The healthy body

With the wellness and athleisure trend, lines are increasingly blurred between food, makeup and skincare.

As retailers welcome increasingly more natural brands (Sephora, Ulta, Target, Nordstrom) and clean retailers continue to expand (New opening from Detox Market, Credo), the healthy body movement is will most likely become the next big thing.

First, because it links naturally to the fitness trend that puts back the focus on healthy body as the ultimate beauty quest. According to Mintel’s Sarah Jindal [2] "Beauty products can align themselves with this interest in fitness by offering products that prepare consumers for physical and mental activities".

Initiated in the beauty industry in 2016, the fitness trend in 2017 has seen the continued expansion in both stores and magazines, featuring fitness vocabulary integrated with inspiring claims. Body fitness alongside with spiritual wellness with, for instance, the crystal trend, have become the salient trends invading the beauty category.

Second, consumers are turning to more holistic treatments, taking care of one’s beauty and health. In the US, the use of beauty supplements, or ingestible beauty, are growing as retailers feature more and more of this category while beauty brands are expanding in that field.

More sexy - The body tan & glitter trend

A more extreme, sexier side of the body movement is also one of the strongest on social media, as “hot” influencers stage themselves on the beach.

First, the glitter body trend, initiated on Instagram and nurtured by indie products, are now getting bigger as more famous macro-influencers capture the trend transforming them into product initiatives. One of the top influencer in this field is certainly Kim Kardashian who recently posed nude in glitter body paint for her KKW line.


[1] Tribe Dynamics’ TOP 10 Skincare report measuring - EMV - Earned Media Value

[2Sarah Jindal at the MakeUp in New York Event – September 2017