In lieu of drinking and clubbing, Gen Z is staying in and exfoliating.
Body scrubs have become an unmissable step of the “everything shower” — which has moved beyond a body care trend and is now a firm part of many head-to-toe beauty 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” is behind a myriad of booming trends in the beauty category, Hymans believes that there’s more than mere functionality at play. She highlights how scrubs have become collectors’ items for a certain kind of young tastemaker, who display them in their showers and switch them out for the seasons. They’ve also become growth engines for body care brands hoping to access 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 are Gen-Z, she added.
The affordability element of this ritual is key — bestsellers in the category from Dove and Tree Hut cost less than $15. “It’s more realistic for the normal person, as opposed to maybe spending X amount of money to go to a spa to get that body care experience,” said Chelsea Mtada, senior beauty strategist at agency Seen Works. “Gen Z also might be living in a house share, so the bathroom is their true private time for a self-care experience of that nature. For mothers, maybe it’s their true place of solitude.”
In order to win over value-driven younger shoppers, and not alienate older shoppers who are more guided by efficacy, brands must remain clear on their messaging. According to data from beauty insights platform Daash, benefit-forward scrubs that promise “firming” or “glow,” and ingredient-led products with call outs like AHA or shea butter have proven to be top-performers across the board.
Gen Z’s Little Luxuries
How did a swathe of the younger consumer originally discover that love of scrubbing? The pandemic played a large part, suggested Mtada. “During Covid, our external beauty, say makeup and nails, was not necessarily a massive priority in our beauty routine, compared to things that were soothing, and helped you to relax,” she said.
While there was an uptick in general body care during the pandemic, body scrubs became a stand-out category thanks to their association with relaxation and spa-like luxury — all sought after during isolation periods. According to Google analytics, interest in scrubs peaked in December 2020, and while searches have never hit that spike again, they remain consistently higher than pre-pandemic. Though consumers are no longer mandated to stay indoors, their desire to emulate the spa experience at home has remained.
But to understand why younger, budget-conscious consumers are purchasing these scrubs in abundance — taking ‘shelfies’ of their wall-to-wall collections — there is another key driver at play: a strong scent focus.
“We tap on fragrance as one of the key drivers for Gen Z,” said Melero. In addition to their core line of naturally scented scrubs, the brand puts out limited-edition collaborations like January 2025’s Crumbl Cookies launch, featuring scrubs and lotions in flavours like Confetti Cake or Lemon Glaze. The launch was a sell-out, generating over 3.5 billion impressions, and boosting Dove’s profile: 52 percent of customers were first-time Dove buyers.
Brands can also rely on the seasons to drive a desire for new scents: as autumn turns to winter, shoppers will want to switch out their pumpkin spice scents for gingerbread.
Daash’s co-founder and chief marketing officer Melissa Munnerlyn agrees. “Scent-led SKUs are outperforming in volume, underscoring that sensory appeal and emotional engagement remain critical purchase drivers — even in a category known for clinical positioning,” she said.
Alongside Dove and Tree Hut, Munnerlyn says that Gen Z-focussed entrant Daise has gained rapid traction for balancing everything that the younger consumer loves about scrubs: scent-forward positioning, playful formats and accessibility.
“For Gen Z, they are looking for something that is affordable, that gives them the instant gratification that they are looking for, and looks good on their shelf for a ‘shelfie,’” said Mtada. “It’s about being able to sell the community and the vibe of the product.”
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