Body care enthusiasts extend skincare habits below the neck. Some want targeted treatment for concerns like KP and body acne, others want bath, body and fragrance as a daily moment of calm. Brands here include Soft Services, Rituals, L'Occitane en Provence, Flamingo, Jolie and Clarel. Their ads range from clinical to sensory, and from gifting to everyday basics. Looking at them shows how brands build desire in a category that used to be an afterthought, and where the open angles still are.
They apply face-care logic to the body, caring about actives, texture and results.
Bath, body and fragrance are a relaxing daily moment, not just hygiene.
Some buy for specific issues such as bumpy skin, body acne or dullness.
Sensory, boutique-style brands are often bought as gifts.
Shoppers move between accessible mass retail and premium boutiques depending on goal.
Bawdy Beauty is a New York-based body-care brand founded in 2018 that pioneered butt-care as a beauty category. Known for its Original Butt Mask and clean botanical formulas, the brand built its audience through irreverent, body-positive creative on Instagram and TikTok. Also searched as Bawdy.
Clarel is Spain's largest drugstore beauty and personal care chain, created in 2013 by Grupo Día after acquiring Schlecker's Spanish and Portuguese operations. Operating approximately 1,000 stores nationwide, the brand was sold to Colombian conglomerate Trinity Group in 2024. Its commercial model centres on private-label margins and a loyalty card programme driving high repeat purchase frequency. Also searched as Clarel.
Flamingo is Harry's Labs' women's personal care brand, founded in 2018 and led by Allie Melnick and Brittania Boey. Offering razors, wax kits, and body care with judgment-free body hair messaging, Flamingo is distributed at Target, Walmart, Amazon, and DTC.
Jolie is a filtered showerhead brand founded by GREATS shoe entrepreneur Ryan Babenzien in December 2021. By repositioning a water filtration product as a hair and skin wellness essential, Jolie created a new category. Creator Nadya Okamoto's TikTok generated 1.4M views and 4,000 waitlist signups in three days, helping the brand reach $28M in revenue in under two years via subscription-led DTC growth.
L'Occitane en Provence is a global beauty brand founded in 1976 by Olivier Baussan in Manosque, France. Built on Provençal botanical ingredients and experiential retail, the brand operates 3,000+ boutiques in 90+ countries and a sophisticated DTC loyalty programme. L'Occitane went public on the Hong Kong Stock Exchange in 2010 and was taken private again in 2024. Also searched as L'Occitane.
Maëlys Cosmetics is a New York DTC body-care brand founded in 2017 specializing in body-firming and sculpting products targeting specific areas (belly, butt, thighs). The B-FLAT belly firming gel is the brand's hero product. Aggressive Meta and influencer paid social drove 100%+ DTC growth in 2024. Available at Sephora, Amazon, and DTC. Also searched as Maëlys.
Nécessaire was co-founded in 2018 by Nick Axelrod-Welk and Randi Christiansen in New York. The brand applies facial skincare ingredient rigor (niacinamide, hyaluronic acid, vitamins) to fragrance-free body care, pioneering the 'body skincare' category. Available at Sephora, Goop, Nordstrom, and DTC.
Oui the People is a New York-based women's personal care brand founded in 2016 by Karen Young. Its single-blade safety razor challenged both the disposable cartridge model and the body-positive framing of competitors, instead adopting a body-neutral philosophy that removes shaming language from personal care entirely. Also searched as Oui.
Rituals was founded in 2000 by Raymond Cloosterman in Amsterdam as the first brand to combine luxury home and body care. With 1,100+ stores in 33 countries, a DTC subscription platform, and the landmark House of Rituals experiential flagship, it is one of Europe's fastest-growing premium wellness brands.
Roger & Gallet is a Parisian beauty brand founded in 1862 by Armand Roger and Charles Gallet, best known for creating the original Eau de Cologne Extra-Vieille. The brand repositioned from fine fragrance to pharmacy-distributed fragrant body care, offering soaps, body lotions, and wellness products. It is now owned by L'Occitane Group. Also searched as Roger.
Salt & Stone is an LA-based premium natural deodorant and body care brand founded in 2015 by Michael Cammarata. Its surf and outdoor aesthetic differentiates it in the clean personal care space, targeting active consumers who want performance-grade natural formulas. The brand reported 100%+ DTC revenue growth in 2024. Also searched as Salt.
Scarlett Whitening is an Indonesian skincare and body care brand selling brightening body lotions, facial care, and personal care products. It sells primarily through e-commerce and retail across Southeast Asia. The brand advertises heavily on Meta placements to reach its consumer base.
Soft Services is a New York-based clinical body care brand founded in 2021 by Rebecca Zhou and Annie Kreighbaum, both former Glossier employees. The brand targets specific body skin conditions — keratosis pilaris, body acne, hyperpigmentation — with active-ingredient body care, available at Sephora and DTC.
Body care advertising divides along two lines: treatment and ritual. Treatment brands such as Soft Services speak in the language of concerns and actives. Creative often names the problem directly, explains an ingredient or mechanism and shows a routine that fits real life. The tone is confident and educational. Ritual brands such as Rituals and L'Occitane en Provence sell mood, scent, texture and place. Imagery leans on sensory close-ups, gift sets, seasonal collections and a sense of calm. Their ads often point to boutiques as well as online ordering, so look for offers tied to gifting moments. Accessible mass brands like Flamingo position around judgment-free, affordable care that sits in familiar retail aisles. Jolie shows a different angle: change the water and you change hair and skin, which makes body care part of a wider home upgrade. When researching, note the hook type (problem, sensation, gift, upgrade), the proof used (before and after, ingredient story, creator routine) and the offer structure (sets, bundles, seasonal editions). These choices reveal which sub-segment each brand is trying to win, and where a new entrant could differentiate.
Purchases are driven by a specific desire: smoother skin, a calmer evening, a nicer gift. The best ads tie the product to one of those moments instead of listing features. A shower scene, a routine sequence or a gift unboxing all work because they let the viewer imagine using the product. Credibility matters when the pitch is treatment. Explain what the formula does, show the process and avoid exaggerated claims. For ritual brands, quality cues such as packaging, scent descriptions and heritage stories do the credibility work. Segment your messaging. A shopper who wants a brightening lotion at an accessible price is not the same as someone choosing a boutique gift set. Clarel-style drugstore value and L'Occitane-style botanical heritage should not share a script. Mistakes to avoid: treating all body care as one category, relying only on generic beauty imagery, and skipping seasonal planning. Gifting peaks give strong creative opportunities, so study how established brands time and package their offers.
Examples include Soft Services for clinical body care, Rituals and L'Occitane en Provence for ritual and gifting, Flamingo for accessible care, Jolie for filtered showerheads and Clarel for drugstore value. Each speaks to a different body care motivation. Each brand takes a different angle, so comparing their creative side by side shows which hooks, offers and formats fit each part of this audience.
Expect sensory close-ups, routine videos, gift sets and creator demos. Treatment brands add ingredient education, while ritual brands focus on scent, texture and mood. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Clinical ads name a concern and explain how actives address it. Ritual ads sell an experience through scent, packaging and calm. Comparing Soft Services with Rituals shows both approaches. Compare several brands in AdLibrary to see which hooks, proof and offers repeat across their ads, then adapt the pattern to your own product and audience.
Search the brand names in AdLibrary and filter by platform. Review longer-running ads to see which hooks and offers each brand keeps using. Filter by platform and sort by how long an ad has been running, since long-running ads often point to hooks and offers a brand keeps funding. Save the best examples to a swipe file for reference.
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