Report

Global luxury bath and body products market is projected to witness a CAGR of 6.3% during the forecast period 2024-2031, growing from USD 18.51 billion in 2023 to USD 30.18 billion in 2031. Increasing consumer awareness of luxury products and their preference for unique formulations, premium ingredients, exquisite scents, and unbeatable packaging and increasing trends for self-care drive the demand for luxury bath and body products. Consumers are drawn to indulge in a premium quality experience. Moreover, the desire for perfect skin, peer influence, and brands' effective marketing contribute to the market's popularity.
Luxury bath and body products are also used by different industries, such as hospitality, acting as another growth inducing factor. For instance, Qatar Airways introduced an exclusive amenity kit in partnership with the luxury brand Diqtyque in March 2022. The airline is offering the classic '34 Boulevard Saint Germain' Eau de Toilette or 'Eau Rose' Eau de Toilette in each amenity kit for its passengers. The premium passengers also receive body care and face care products from the airline, packaged elegantly in beautiful Diptyque branded amenity kits on selected outbound flights from Doha and luxurious gift boxes presenting Diptyque's signature branding. The kit includes a nourishing lip balm, body lotion, face cream, and fragrance. Aligning with the airline's aim of sustainability, the Diqtyque bags are made out of vegan leather.
Promotions by Celebrities Increasing the Desirability Among Consumers
Celebrity influence profoundly impacts the growth of luxury bath and body products. Through brand endorsements, product collaborations, and social media promotion, celebrities utilize their huge followings to promote and enhance these products. Their association with specific brands or limited-edition collections creates a sense of prestige and desirability, driving consumer interest and sales. Consequently, consumers perceive luxury bath and body products endorsed or associated with celebrities as symbols of sophistication and status. This aspirational appeal fuels consumer desire and contributes significantly to the growth of the luxury bath and body product market. Celebrity influence serves as a powerful catalyst, shaping consumer preferences, driving demand, and elevating the allure of luxury bath and body products in the global marketplace.
For instance, in December 2023, Luxe Brands, known for Ariana Grande's scents, teamed up with Khloe Kardashian for a fragrance line in late 2024. With Khloe's style and Luxe's expertise, this collaboration promises captivating scents, anticipated by fans and beauty enthusiasts.
Rising Demand for Chemical-Free Products Accelerating the Market
Consumers' preference for sustainable and clean bath and body products is boosting the demand for luxury bath and body products. This is because the consumers relate clean products with premium, luxury, and costly products. They believe that if they are paying a high price, they will receive products that are good in quality and gentle on their skin while providing long-term benefits. Whereas cheap, readily available products will do no good and will harm their skin in the long term. Thus, a boost in the demand can be witnessed with the rise in the awareness of the consumers of chemical free and sustainable products.
Manufacturers understand the consumers' needs and are formulating chemical-free products to attract the non-chemical segment of the consumers to their brand. For instance, in July 2023, Bath & Body Works Inc. introduced its newly re-formulated chemical-free hand wash collection in a 100% recyclable carton and at least 50% recycled plastic bottle. The product caters to the consumer demand for a chemical free formula formulated without sulfates, parabens, and dyes, and in a packaging which supports their goals. The company's first-ever hand soap refill contains vitamin E, natural essential oils, aloe vera extract, and shea extract. The product is light and disperses a luxurious foam.
Limited Editions Driving the Market Demand
Strategies like limited editions are a powerful tool to create demand in the market. Limited edition luxury bath and body products boost the market due to psychological impact on the consumers, which makes them purchase the product without any second thought. They drive demand as it creates scarcity, fear of missing out, and apprehension. The basic idea of limited editions is to create scarcity and excitement in the market while being exclusive. Consumers feel that if they cannot grab the limited editions, they will miss out on something that makes them purchase the product, driving the overall market. Consumers also like to collect the limited editions as a memory, making them feel they possess something unique and rare. This strategy creates a space for the launch of new products and increases the brand's loyalty, strengthening its sales.
For instance, in February 2023, Bath & Body Works Inc. launched over 100 products, bringing back, for a limited time, the best-selling tropical perfumes that consumers have loved in the past, together with fresh seasonal aromas that take them to paradise. Since most of the collection's goods cost less than USD 20, these are affordable luxury products. Moreover, the newest tropical fragrance from Bath & Body Works, Coco Paradise, hit stores in the same month, which has a more exotic coconut note that results from blending coconut milk and monoi.
Online Sector Dominating the Market
Online sector is dominating the market because of various reasons. Firstly, online platforms provide a better range of products to consumers than offline channels. There is a greater diversity of products on the online channel and consumers get a wide range to choose from. Moreover, on the online channel, consumers get better prices and discounts, which makes the product affordable and allows them to shop regularly.
Tatcha LLC, a Japanese skincare brand, launched a virtual store in February 2023 to promote its body care collection, Forest Awakening, with the theme of Japanese hinoki forest consisting of a body wash, body milk, and body oil. With the virtual shopping experience, consumers are being educated on product ingredients that are used in the brand's products and creating a step-by-step beauty regime. Upon entering the Tatcha's virtual application, consumers are introduced to the House of Wa. After a small walk through the hinoki forest, it prompts entry into a Japanese wellness resort. From there, the users can freely browse products. The brand developed this virtual experience for consumers in collaboration with Emperia, a virtual experience developer, to deliver a seamless digital runway and retail experiences.
Future Market Scenario (2024 - 2031F)
With the rising pollution rate and alarming skin diseases, more medicated and ayurvedic products will flood the market soon, helping consumers cure their skin concerns with the experience of a luxury lifestyle. For instance, in March 2023, Tatcha LLC launched the Silk Serum, which is a wrinkle smoothing product incorporated with ingredients that are alternatives to retinol and provide firmness to the skin, boosting the radiance and supporting the collagen-depleted skin, along with hydrating and reducing redness. Giving an ayurvedic element, the product's plant-based retinol alternatives, upcycled cranberry extract, and sea fennel provide the look of collagen-rich skin.
Key Players Landscape and Outlook
Key participants in the luxury bath and body products market are driving the market's growth through product innovations, technological advancements, and strategic partnerships. The manufacturers are innovating and launching new products to cater to the dynamic needs of the consumers.
In August 2023, Kao Corporation and its wholly owned subsidiaries announced the acquisition of the Bondi Sands brands and related Bondi Sands companies. Kao Corporation is one of the leading producers and marketers of internationally recognizable beauty brands like John Frieda, Jergens, Curel, and Biore. Renowned Australian manufacturer of sun care goods, Bondi Sands focuses on body, skincare, and self-tanning products. The agreement's terms are not yet disclosed to the public. The Kao Corporation has decided to expand its skincare range and make it a major driver for growth. Kao has planned to put an extra focus on the skin protection segment, with Bondi Sands' acquisition, helping the consumers in protecting their skin from damage from external environmental factors. This partnership will help the company establish itself globally in the self-tanning and sunscreen markets.