Coco Chanel once said, “No elegance is possible without perfume. It is the unseen, unforgettable, ultimate accessory.” Consumers continue to love fragrance. Fortunately, there are a plethora of scent choices and applications available. Hair mists, body wash, and sun care are the latest on trend fragrance applications driving innovation with skin care ingredients in common.
HAIR MIST AWAY
Hair perfumes or mists are not new. However, they have been on trend for the last few years. In 2024, hair and body mist sales in the prestige market reached $474 million, representing a 94% increase for body sprays and a 32% increase for hair mists year-over-year, according to Circana. Hair care and accessories brand Kitsch launched a collection of five hair perfumes using a patent-pending “odor-eliminating technology” that neutralizes unwanted odors. Available in Amber Shores, Pistachio Latte, Sheer Violet, Tart Cherry, and Warm Sugar, these scents can be layered. According to the brand, the “multi-tasking hair mist can refresh your hair, act as a body spray, or be spritzed on your satin pillowcase.” Hally Hair added Lady H, an alcohol-free hair perfume “designed to give strands an extra boost of shine.” It is formulated with Aquafine and contains notes of black cherry, almond, Turkish rose, jasmine, tonka bean, vanilla, cedar, white moss, patchouli, and resin. Method’s newest retail partner is Ulta Beauty, and the brand rolled out six exclusive Body + Hair Mist Fragrances: Dark Cherry + Raspberry, French Vanille + Coconut, Jasmine + Sandalwood, Sea Spray + Salt, Vetiver + Amber, and White Flower + Tuberose. Millie Bobby Brown’s brand Florence by Mills has added Hair & Body Mists to its lineup. Currently, there are two scents: Coastal Chic Amber Fleur and Soft Girl Sheer Vanilla. Touchland, known for hand sanitizers, has expanded into hair and body mists. The Power Essence Mists are available in eight scents: Cashmere Woods, Golden Amber, Lush Tropicale, Mango Mojo, Peachy Lychee, Rich Pistachio, Sparkling Bergamot, and Vanilla Velvet. The formula includes skin care ingredients such as hyaluronic acid, niacinamide, and panthenol. Clean skincare brand Evereden has launched Fragrance Mists designed for teens and tweens. There are three fragrances: Darling (Coquette), Main Character (Preppy), and Supernova (Alt). Darling is a sweet floral with strawberries, rose, and vanilla musk, while Main Character is a fresh vanilla gourmand with peach, green apple, and caramel brown sugar notes. Supernova is a fruity gourmand with candied pear, pink sugar, and sandalwood accords. On May 6, Vacation dropped three body mists that can be worn on their own or layered over Vacation sunscreens. The Body Mist by Vacation is offered in the brand’s signature scents: After Sun, Grand Cuvée, and Vacation
Hair mists and hair perfumes are less expensive formats to experience scent. Watch as brands launch hair mists and hair perfumes formulated with skin care ingredients to offer additional benefits.
BODY WASH JOINS THE SKINIFICATION MOVEMENT
According to Mintel, the U.S. bath and shower products market reached $9.46 billion in 2024, with a 6.3% growth rate from the previous year. Additionally, Mintel’s research found that 92% of U.S. body wash users feel that taking care of the skin on their bodies is just as important as on their face. Brands are translating signature scents found in other formats into body washes and formulating with skin care ingredients to offer added benefits. Method has released four exclusive scents for Ulta Beauty. The latest, Dream Foam, is available in Dark Cherry + Raspberry and French Vanille + Coconut, while Marina Storm and Sage Revelation are offered as Body Washes. Salt & Stone translated its popular Neroli & Basil scent into a Body Wash. The gel-to-foam formula features neroli, Italian bergamot, basil, tuberose, French lavender, cypress, eucalyptus, and shiso leaf notes. Eos has added four new formats to its body and lip care portfolios: Body Wash, Whipped Oil Butter, Body Oil, and Lip Butter. The Shea Butter Cashmere Body Wash is pH-balanced, gynecologist-approved, and dermatologist-recommended for sensitive skin. Made with emollients, oils, and butters, it is available in Coconut Waters, Fresh & Cozy, Pink Champagne, and Vanilla Cashmere scents. Inspired by Olay’s bestselling facial serum, Olay released a three-SKU line of Super Serum Body Washes in Extra Dry Skin, Normal Skin, and Rough & Bumpy Skin. P&G incorporated the low-pH activated serum complex into the body wash and is formulated with niacinamide, BHA, collagen peptide, vitamin E, and shea butter. According to the brand, it “hydrates, firms, smooths, brightens, and evens skin’s tone and texture.” Secret has added the Whole Body Deodorizing Body Wash to its Whole Body Deodorant portfolio. The pH balanced range is designed “to meet women’s specific needs and target six causes of odor – bacteria, sweat, urine, menses, discharge, and residue and delivers 24-hour deodorizing protection.” The feminine body washes are available in Fresh Lilac + Waterlily, Light + Fresh, and Peach + Vanilla Blossom fragrances.
Dial launched the Healthy Hydration Body Wash line in three variants and “touts 50% more moisturizing ingredients.” The Coconut Milk Body Wash is formulated with coconut milk and vitamin E, the Hyaluronic Acid Body Wash features hyaluronic acid and vitamin E, and the Shea Butter Extract Body Wash contains shea butter extract and vitamin E. Suave introduced a Strawberry Delight Uplifting Body Wash infused with notes of strawberry, caramel, and Chantilly cream and formulated with glycerin and vitamin E. Caress released a dermatologist-tested and pH-balanced Body Wash Collection infused with hyaluronic acid, Vitamin B3, and essential oils, free from parabens, silicones, and phthalates. There are seven varieties: Black Orchid & Patchouli Oil, Coconut & Jojoba Oil, Daily Silk (white peach and orange blossom), Mango & Almond Oil, Peony & Almond Blossom, Shea Butter & Brown Sugar, and Tahitian Pomegranate & Coconut Milk. Dove collaborated with Chamberlain Coffee on the Dove Plant Milk Cleansing Collection, which is vegan and cruelty-free and features a proprietary blend of stearic acid, lauric acid, glycerin, and nutrient-rich plant milks without sulfates or parabens. It is available in Almond Milk & Green Apple, Coconut Milk & Sugar Lychee, Oat Milk & Berry Brulee, and Turmeric Milk & Lemon Drop scents in Body Wash and Cleansing Bar formats.
The skinification of body wash continues as brands add known skin care ingredients such as hyaluronic acid and niacinamide to body wash formulas. Look for body washes that not only smell good but also benefit the skin.
SPOTLIGHT ON SUN CARE
The sun is shining and interest in sun care is on the rise. According to Mintel, the U.S. sun care and skin protection market surpassed $2 billion in 2024. Trendalytics research showed an increase in sun care searches such as SPF body oil (+39% to LY), reef safe SPF (+86% to LY), and non-toxic sunscreens (+62% to LY). From skin care ingredients and multipurpose formulas to ingestible sun care, brands are innovating. Skylar debuted its first SPF/fragrance hybrid with its Boardwalk Delight Scent-Screen Mist with an aquatic accord and notes of guava flower, coconut milk, cotton candy, and musk. The multipurpose mist is infused with SPF 30 and a water-resistant formula that lasts up to 80 minutes. Eucerin introduced Sun Advanced Hydration Face SPF 50, a lightweight fluid sunscreen formulated with five antioxidants – 5AOX Shield with a blend of hyaluronic acid and humectants. Sol Labs added SPF 30 Mineral Anti-Aging Bronzing Face Serum in three shades, formulated with astaxanthin, niacinamide, hyaluronic acid, squalane, and rice bran extract. Augustinus Bader debuted The Mineral Sunscreen SPF 50, its first SPF product. The daily, non-nano mineral UVA/UVB protector is made with the brand’s proprietary TFC8 technology. Vacation Crystal SPF 50 Invisible Face Gel is a 100% invisible, water-resistant, and scentless product designed to double as a primer for long-lasting makeup wear. The formula contains hyaluronic acid, squalane, peptides, ceramides, cactus flower, cica, bisabolol, and aloe vera. Classic Whip Glow SPF 30 Shimmer Sunscreen Mousse joined Vacation’s range of sun care products. It is packaged in a fun whipped cream-like aerosol and features a gold shimmer. Isle of Paradise has reformulated its Self-Tan Drops that can now be easily mixed with moisturizers. The updated formula is fragrance-free, dermatologist-approved, non-comedogenic, and suitable for sensitive skin. It features skin care ingredients such as niacinamide, hyaluronic acid, and azelaic acid. Makeup brand NYX teamed up with Randy’s Donuts on the Buttermelt Glaze Skin Tint SPF 30. Randy’s offered a limited edition donut that is “rich, buttery, and glazed” to mimic the new product. The skin tint incorporates UV protection and is said to last up to 12 hours. German brand Sun Matters released “the world’s first microbiome-friendly certified sunscreen retail product” exclusively at Douglas stores. Sun Matters’ microbiome-friendly formula is based on a proprietary ingredient complex featuring advanced biotechnology derived from plant stem cells. It is non-invasive, fragrance-free, non-comedogenic, and Hawaii Reef Safe.
The latest sun care innovation is nutricosmetics, ingestible sun care supplements. Searches for sunscreen pills are saturating the market, up +79% in market adoption from last year, per Trendalytics. European Tosla Nutricosmetics designed Lumina 365, an ingestible sun care supplement. The formula includes Calaguala rhizome extract, blood orange fruit extract, and vitamins described as “a carefully curated blend of natural ingredients designed to enhance UV resilience.” French brand Jaldes offers Oxelio Protect, a supplement made with a blend of antioxidants and carotenoids, including lycopene, beta-carotene, selenium, zinc, and vitamins C and E to help protect cells against oxidative stress triggered by sun exposure. South Korean skin care brand Cell Fusion C launched two edible sun care products: Cell Fusion C UV Care Formula Jelly and Cell Fusion C UV Care Formula Powder, which are targeted to address skin damage caused by UV rays.
Sun care formulas are improving with better textures and invisible applications. Expect skin care-enriched applications and ingestible sun care supplements going forward.
It’s a beautiful day in the neighborhood. Let Trendincite LLC custom-design a mistifying trend excursion, a fragrant marketing presentation, an enriched blog post, or hire Amy Marks-McGee as a guest speaker at your next event.
