Evolving Consumer Needs in Body Care – Real Opportunities for Brands

A body lotion, shower gel and an occasional scrub – that was it. Today, the body care market looks completely different. Consumers – especially women – are seeking products that offer far more than basic hydration. They want solutions that are effective, technologically advanced and inspired by facial skincare.

According to recent studies, a large proportion of women report only moderate satisfaction with the performance of their current body care products. This sends brands a clear message: consumer expectations are rising faster than what the market currently delivers. Body skin is expected to be firm, smooth, toned and even, not just “moisturised”. Increasingly, women treat body care as an extension of their facial routine – they expect visible results, real action and measurable improvements in skin condition.

What products are consumers looking for today?

At the centre of their interest are primarily:

• body serums with targeted actions such as smoothing, firming or brightening,

• masks and treatments functioning as intensive regenerative cures,

• exfoliating formulas with AHA/BHA acids or enzymes,

• firming and anti-cellulite formulations,

• pH-balanced cleansers that protect the skin barrier,

• innovative formats – massage-activated sticks, high-bioaffinity oils and lightweight body essences.

These are no longer “additional products” but essential elements of a daily routine, tailored to the needs of conscious and informed users.

Active ingredients shaping the new standards

At MG Evolution®, we observe a clear development direction: body care is expected to perform at the level previously seen only in facial skincare. As a result, formulations using ingredients once reserved for face care are rapidly gaining prominence, such as:

• caffeine – stimulating microcirculation and helping reduce puffiness,

• peptides – improving firmness and skin structure,

• retinoids – refining texture and supporting epidermal renewal,

• pre- and postbiotics – strengthening the microbiome and skin resilience,

• ceramides, squalane and phytosterols – rebuilding the hydrolipid barrier.

These formulas must be both effective and safe, while also delivering a highly sensorial experience: fast absorption, light textures and a “second-skin” finish.

Why is now the perfect moment to enter the body care 2.0 category?

For several reasons:

1. Growing awareness of body skin.
   Consumers are beginning to treat it as seriously as facial skin.

2. Expectations are outpacing the market.
   There is still a shortage of products that deliver the results they promise.

3. “Advanced body care” is a long-term trend.
   It’s not a fad but a natural extension of the global pro-skincare movement.

4. The category holds strong commercial potential.
   Brands that enter now can gain long-term consumer loyalty and competitive advantage.

How does MG Evolution® support brands?

At MG Evolution®, we work with brands that want to build their portfolio based on innovation and real efficacy. We provide comprehensive support, including:

• concept development and product strategy,

• R&D and advanced formulation design,

• application and stability testing,

• full-scale white label and private label production.

We help brands develop modern body care lines that respond to real consumer needs — not just following trends, but delivering genuinely effective results.