This article was originally published in the Body care Trend Report. Receive your copy here
The rise and rise of body care has led to ever more specific products serving various parts of the human anatomy beyond the face. Bums are now the final frontier.
The area is gaining renewed attention with products serving elevated skin care needs and niching down to the “last taboo” of perianal and perineal care. “The reason people care about it now, it is the last part of our bodies that has not been deshamed,” Dr. Alice Murray, a colorectal surgeon and author, who is working on the book The Bum Bible: Everything You Want to Know About Bottoms but were afraid to ask, tells Cosmetics Business.
“Periods have already been done. Vaginas done. Bottoms... no one talks about them. There is also a gut-butt crossover. It is a natural follow on from gut health, wellness and the microbiome. That’s the last bit of the body... the tail end,” says Murray.
It aligns with barrier repair, 'facial-grade for body,' and gender-neutral beauty trends - Roger Ein, founder, Buttface
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