Self-care has been on the rise and the pandemic has made it a staple. Consumers’ mental health and well-being has led to an uptick in self-care rituals including bathing and showering. The latest trend taking over TikTok is the Everything Shower, which has three parts: pre-shower, shower and post-shower. As of August 17, 2023, the hashtag #everythingshower on TikTok has garnered 295.2 million views. Furthermore, according to Vogue Business TikTok Trend Tracker focused on its Gen Z user base, the TikTok hashtag #bodywash had 1.1 billion views and was a top trending tag for July 2023. In 2022, U.S. retail sales of body wash grew by an estimated 6% to $4.2 billion, while body care grew by 4% to $3.6 billion, according to Mintel. Scent experiences, line extensions, collaborations, body sprays, and hand care are leading the way in bath and body care innovation.