Classics: Rituals as regulation
The rise of luxurious, efficacious body care and all the skin and body care I’ve used up in my daily rituals since spring
There is nothing more gratifying, at least for me, than my daily skincare routine. It is my most predictable form of self-care, a daily ritual I never skip or talk myself out of doing. Over the years it’s been exaggerated, bloated, with unnecessary products but now in my 40s, it’s perfectly streamlined, and actually hardly ever adventurous. Yes being in your 40s means more deliberate attention to your skin and your daily rituals, but it also means self-knowledge. I know better today what works for my skin than 10yrs ago. I’d rather have my skincare line-up today for my skin today, than a superfluous line-up from 10yrs ago, even if my skin was more supple and voluminous in my early 30s.
Skincare and beauty is structurally the entry point into luxury. The Lipstick Index decrees it: lipstick sales go up when the economy goes down because people still want the little luxuries in life even when life becomes less affordable.
Chanel Hydra Beauty Creme. 8/10. A great summer moisturiser, adds glow without feeling heavy. Already started my next jar.
The UK beauty industry, according to the British Beauty Council and Oxford Economics’ Value of Beauty report, contributed £28.3 billion to UK GDP in 2025. The 2026 forecast is £29.4 billion contribution1. This projected 3.9% growth seems exceptional given as a society we’re still experiencing cost of living pressures, higher inflation and increasing scepticism towards efficacy and value in an oversaturated market.
To me, that really speaks to the Lipstick Index theory. These little luxuries we give ourselves, these daily rituals. The premiums we place on feeling great about ourselves, the autonomy and control, and the sense of belonging.
I was curious to understand the split in the UK market between skincare, body care, hygiene and haircare which cleanly and comparatively doesn’t seem to exist. But while I was researching, I found another interesting trend: luxury skin care growth leaned more heavily on luxury body and sun care in Q22026, rising 16% and 19% respectively, far outpacing facial skincare growth2. Seems logical for this time of year given the weather, the intended travel. But there’s a larger driver I noticed sitting under this Q2 shift.
Skinification, the industry term for brands applying skincare ingredients, efficacy-style claims to body care, is growing rapidly. Euromonitor is forecasting a 6.4% global growth for body care in 2026, with luxury beauty brands investing heavily in making their body care products premium.
Is it economic drivers for luxury brands to make more luxurious body care products as an entry-level indulgence, or is it connected to the Wellness movement and the desire for daily luxurious rituals as an act of efficacy, self-care and regulation? There’s a logical harmony between the two, with emotional connection being the conductor, but it’s also differentiation and innovation. Similar to luxury fashion, consumers aren’t buying luxury products based on brand logos alone. What is the value the consumer will derive: the benefits from skincare ingredient inclusion; latest innovations included; experientially how does it differ.
Necessaire body serum. 8/10. Hydrating without being heavy, it replaces any lotions during the hotter months. Especially loved this during pregnancy.
Joonbyrd Moon Swim body wash. 2/10. The lather was superb but the scent was far too sickly sweet, like burnt sugar. Not for me.
Skincare and body care, in a way fashion can’t, connects deeply into our 5 senses, and we can customise and personalise the rituals we choose. We’re flooded with options at multiple price points. I’m so intrigued to see the growing skinification of body care, in product innovation, volume and sales. The daily luxuries we all want to experience, even with the most unglamorous toiletry products.
1. House of Joseon SPF. 10/10. Doesn’t sting my eyes. Already on my second tube this summer. 2. Augustinus Bader Rich Cream. 10/10. This is probably my 15th bottle. One I’ll use again in Autumn. 3. Rhode Glazing Milk. 10/10. Softening first step which makes my skin look lit from within.
