Skincare for your bum? Yep, it’s definitely a thing now

THE same way that facial beauty routines have expanded to include cleansers, toners, serums, creams and masks, beauty brands have started releasing products specially tailored to your booty. There are now sheet masks for your rear end, along with special moisturisers, exfoliating scrubs, serums and oils.

And if you want your backside to have the same dewy, post-chemical peel glow your face has after a facial, aestheticians are also offering the same services for your bottom.

Beauty analysts say the rise in butt-specific products is likely a result of the broader growth of the market for skin care. The companies are also catering to consumers who want their skin-care products to be “clean” – brands that claim they don’t use harmful ingredients in their products.

Larissa Jensen, an analyst at NPD Group, said the skin-care industry had grown 8% between June 2018 and 2019. Consumers are also dedicating more time, money and energy into developing a beauty routine for their whole bodies.

“There’s a boom in inclusive wellness,” said Emma Chiu, the global director of research company JWT Intelligence. “We’re embracing every part of our body, and this includes the more intimate parts.”

Startups are paving the way for “intimate” skin care, said Chiu.

Nannette de Gaspe’s eponymous skin-care line, offers Tush, a five-week treatment that claims to “reshape the contours of the buttocks area while restoring firmness, suppleness and bounce.

Anese, a Los Angeles skin-care company has a booty trio: the That Booty Tho peach-scented scrub, the Down with the Thickness collagen mask and the Have You Seen My Underwear oil. Bawdy Beauty offers sheet masks, with one claiming it “optically sculpts your cheeks, for an Instagram-ready butt #buttfie”.