Retail Buyers Embrace Innovation, Noting the Rise of Buttcare in Beauty

As the beauty industry shifts to meet evolving consumer demands, retailers like Ulta Beauty, Macy’s, and BeautySpace are on the lookout for groundbreaking innovations. At Cosmoprof Miami, industry leaders highlighted emerging trends that redefine personal care, including the rapid rise of buttcare—a category gaining traction as consumers prioritize holistic wellness.

The Demand for Innovation in Beauty & Personal Care

With increasing competition in the retail space, buyers are seeking differentiated, high-performance products that resonate with today’s consumers. A recent Beauty Inc article in Women’s Wear Daily, written by Faye Brookman and Jenny B. Fine, showcases how brands embracing taboo-breaking wellness solutions are standing out. Buttcare is no exception—what was once an overlooked aspect of self-care is now at the forefront of personal care innovation.

Beam Leading the Charge in Buttcare Innovation

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.”

At Beam, we’re redefining self-care with products designed to address real needs—from hydration and irritation relief to skin health. As major retailers embrace functionality-driven beauty, we’re proud to be part of this movement toward inclusive, full-body wellness.

For those looking to explore the future of beauty, check out The Hole Mask and our Maximum Strength Hemorrhoid Treatment, both available for purchase on Amazon. The retail landscape is evolving, and so is self-care.

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