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CEW recently covered this emerging trend in their 2025 Cosmoprof Miami report, showcasing how personal care innovations are evolving to meet consumer demand.

Beam is gaining recognition for its bold approach to an often-overlooked category. “Buttcare is a category gaining attention,” said DelRio, GM for Beauty at CO Bigelow. “We met with the founders of Beam who created products for embarrassing issues such as hemorrhoids and irritation. They created a formula to rival Preparation H in efficacy with a cleaner formula and cute packaging aimed to remove the stigma surrounding this issue that affects a large majority of pregnant women and several age groups.”

Buttcare is.... HEALTHCARE. SKINCARE. BEAUTY. SELF-CARE.

Beam is setting out to break the taboo and normalize the conversation around one of the most important—yet often neglected—areas of the body: your butt. At Beam, we believe butts deserve the same level of care and attention given to your face or any other body part. 

Beam will debut at CosmoProf in Miami, from January 21-23, 2025.

As one of the premier trade events for beauty professionals and industry innovators, CosmoProf is the ideal platform to showcase Beam’s modern approach to buttcare. We’re excited to introduce our clean, effective products designed to address a range of concerns from bumps to acne, irritation to hemorrhoids.

We were honored to be featured in the Beauty Independent  article by Claire McCormack, exploring how GLP-1 users are reshaping beauty and wellness routines. This eye-opening piece highlights the evolving needs of those using GLP-1 medications, from changes in skincare and fragrance preferences, to the necessity of innovative solutions for digestive-related concerns, including buttcare.