How Body Scrubs Became Gen-Z Collector’s Items
Body scrubs have long served as a shortcut to the at-home spa experience, but Gen-Z’s “everything shower” ritualists have given the category a fresh, gooey revival. Instead of going out drinking or clubbing, many Gen-Zers stay in to exfoliate.
Body scrubs have become an essential part of the “everything shower,” evolving from a simple beauty trend into a key step in comprehensive head-to-toe routines.
“On TikTok, I see girls all the time that have racks in their showers completely full of body scrubs,” said Lindsey Hyams, a member of The Z-Suite, a network of Gen-Z thinkers who provide insights across various industries.
While “skinification” drives many booming beauty trends, Hyams believes the popularity of scrubs goes beyond functionality. They have become collectors’ items for young tastemakers who display them in their showers and swap them out seasonally.
Body scrubs also serve as growth engines for brands targeting Gen-Z consumers.
“Scrubs are a very content-forward type of format, thanks to the ASMR, the scooping, the gooping,” said Marcela Melero, chief growth officer of Dove personal care. “In our socials, scrubs are one of the products that generates the highest engagement overall.”
Nearly 30 percent of Dove’s body scrub customers belong to Gen-Z, highlighting the generation's significant role in shaping this market.
Author’s summary: Gen-Z has transformed body scrubs into collectible, seasonally changed beauty staples, fueling brand growth through engaging social media content.