Lotions, lip balms, sugar scrubs and soaps work great to keep skin looking clean and fresh, but today’s customer appreciates these products for more than just how they make them look.
Customers also appreciate health and beauty products for how they make them feel — especially if the products are made of all-natural ingredients, are sustainably sourced and include sea elements.
Younger shoppers are particularly interested in buying health and beauty products that are all natural.
According to a 2023 beauty market report from McKinsey, Gen Zers and Millennials “scrutinize brands as part of their search for value.” They are quick to research product ingredients and their benefits before making a purchase. This demographic also appreciates brands that have an authentic and approachable image and story.
CoTZ Mineral Sun Stick SPF 45 is a popular sunscreen companion that glides on invisibly to a sheer finish.
Karen Wilkinson, marketing director at Ireland-based Inis the Energy of the Sea, shares that people turn to health and beauty products to destress.
“With all our modern life stresses, consumers are more interested than ever in mood-boosting qualities in their self-care routines,” she says.
To make the most of the health and beauty category, seaside retailers can seek out plenty of feel-good products that also tie customers back to their time at the beach.
Top sellers to try
Temecula, California-based Grecian Soap Co.’s goat’s milk and olive oil soaps are top sellers in the health and beauty category, according to Steven Stamatis, CEO and co-founder.
“We believe that our products sell well because they are all-natural and feel unlike other soaps and lotions in the market,” he says.
The company also debuted its Blue Caribbean Soap line in the fourth quarter of 2023, which was created for the Florida, Caribbean and other coastal markets — places that might want tropical-sounding options for their customers.
Cologne and body care moisturizers are top sellers for Inis, according to Wilkinson. The company also released a lip balm this year that’s been a hit so far, she adds.
“Formulated with many of the same nourishing ingredients used in our ultra-popular body care products, our new lip balm refreshes and hydrates with seaweed, shea butter, coconut and jojoba oils, with a hint of lemon and mint,” she says.
The essentials
Seaside retailers also can’t forget to stock essentials in the health and beauty category such as deodorants. Danielle Sterling, owner of Sugared Mango in Virginia Beach, Virginia, makes many of the store’s health and beauty products, which are also available wholesale. She shares that her customers always enjoy her deodorants, sugar scrubs and lip balms.
“I think these are popular because of their simple ingredients and the necessity of the items,” she says.
Coastal shops also want to have a good selection of mineral-based sunscreens. Aloe Up recently launched a new mineral-based sunscreen line that might appeal to seaside retailers.
“We’ve got SPF 30 lotion, SPF 50 lotion and SPF Kid’s lotion with aloe base,” says Tom Whaley, president of Aloe Up. “They’ve been on the market about four months now, and so far, reviews are really, really good.”
Lisa Zhan-Monigan, senior director of marketing and business development for CoTZ, says CoTZ Prime and Protect SPF 40 and CoTZ Flawless Complexion SPF 50 are popular.
“The Prime and Protect SPF 40 doubles as a silky makeup primer, while the Flawless Complexion SPF 50 offers a dewy finish with a tint that blends seamlessly into any skin tone,” she says. “These products are easy to apply, non-greasy and perfect for sensitive skin, ensuring you get effective sun protection with a flawless look.”
Body sprays are another way to help customers soak up the scent of the beach. Lisa Marie Ponder, principal at True Ocean, says the wholesaler’s Coastal Eau de Parfum and True Ocean Body Spray are always popular for their scents.
“People cannot get enough of it,” she says. “We’ve found a way for them to bring the beach home in a bottle.”
Less is more
Seaside retailers and wholesalers alike have noticed that people are paying closer attention to how products are made and what ingredients they include. Clarity on ingredients is very important to today’s consumer.
“People are paying more attention to what ingredients they’re putting on (and in) their bodies,” says Marie Ponder. “Consumers are questioning what each chemical is, how it affects their body and even how it’s made.
At True Ocean, we take extra time and care in the sourcing of every single ingredient, selecting only the best of the best. At the end of the day, we are creating products that we want even our own children to love and use.”
Alex Sarkissian, CEO of Shower Candy, adds that fewer ingredients is better when it comes to health and beauty products lately.
“Less is more in a sense,” he says. “Our shampoo bars only have three ingredients, and customers like that.”
Sativa, a seaside retailer in Harwich Port, Massachusetts, focuses on providing customers with natural and sustainable body care offerings. General Manager Allie Daigle says more customers are reading the labels on soaps and lotions before they buy them.
“People are absolutely looking for cleaner ingredients, and we’re seeing more and more of the younger customers reading labels,” she says. “Also, our clientele loves to choose locally made products. Shore Soap, made in Newport, Rhode Island, is one of our best-selling lines. Customers love their scents, the clean ingredients and simple yet sustainable packaging. It’s also an employee favorite brand across the board.”
Cologne spray is a popular item in the health and beauty category for Inis the Energy of the Sea.
In Stone Harbor, New Jersey, Blue Eden is full of all-natural soaps, lotions and more for customers to choose from, most of which are made in-house. Owner Caroline Ranoia also operates a wholesale soap business called Sea Foam Soap Co. She shares that she’s always willing to talk about the health benefits behind her sugar scrubs, lotions, soaps and more.
“With our lotions, we have a list of ingredients on the back of what’s in the product and benefits of the product on your skin along with the vitamins it has in it. People really appreciate that,” she says. “Our sugar scrubs all have ingredients listed. We also put expiration dates on everything. Lavender has a short shelf life of three months, it’s such a pure essential oil. It’s important to tell people things like that.”
Sustainable and purposeful
Today’s customers also like when health and beauty products are both purposeful and sustainably made.
Sarkissian says people like the sustainable and compostable nature of Shower Candy’s products. “That’s a huge driver of success for us as people are looking for sustainable packaging,” he says.
Sterling has also noticed customers prefer products that have less packaging. “Eliminating unnecessary packaging is a trend I have seen and have embraced,” she says. “I sell my wax melts in pouches and try to reduce plastics wherever it makes sense.”
Health and beauty brands that support sustainable causes also stand out to consumers. Marie Ponder says conservation causes are of value to True Ocean.
“Since ocean water is our No. 1 ingredient, protecting and conserving marine life is close to our hearts,” she says. “There are many great organizations that help keep our oceans clean and conserve marine life. We donate to the Loggerhead Marinelife Center, which leads sea turtle conservation, rehabilitation and education.”
Wilkinson adds that Inis has supported ocean conservation causes for over two decades.
“We recognize the need to further our efforts to protect our oceans,” she says. “Just recently, we’ve become plastic neutral through a partnership with rePurpose Global, and we have many more eco-projects in the pipeline that we’re very excited about.”
Tips for success
To make the most of the health and beauty category, Sarkissian concludes that seaside retailers should have good displays to showcase what they have to offer in this category.
“Products perform significantly better when they have a display in the store versus just merchandising a dozen products,” he says. “A display draws attention, and customers feel more confident when a store buys into a line and shows it properly.”
Sterling adds that it’s important to always have something for everyone in the health and beauty category.
“Find your target market, but have a few things for everybody, meaning all price ranges,” she says. “There are still people willing to spend. But also lean into some of the basics. People need their basic items. With some people cutting back, give them a reason to keep coming through the doors as a one-stop shop.”
