Do we really need a beauty routine for our butt? RRituals, products, and (not-so-hidden) truths about bum skincare
Yes, our good old butt, squeezed into tight jeans or forgotten during endless Zoom calls, seems to be the new star of a skincare revolution. That’s right: while many of us are still debating whether to apply eye cream before or after serum, others are literally applying a clay mask to their rear end. In 2025, butt skin is no longer a private matter: it’s a cosmetic battleground, a zone to firm, brighten, hydrate, exfoliate, and deodorize. And no, we’re not just talking about a dusting of talc like in the '90s. We're talking sheet masks for the butt, firming serums, anti-cellulite scrubs, post-poop treatments, and luxury hemorrhoid creams so fancy they could have their own PR team. What on earth is going on?
The booty: from hidden area to beauty star
For centuries, the glutes were nothing more than a functional body part, hidden beneath middle school sweaters tied at the waist and slathered in anti-cellulite cream, reduced to an emoji in the social media age. But today, the derrière wants more. No longer content with a quick swipe of body lotion, it's tired of being rubbed against synthetic fabrics, flattened on uncomfortable chairs, and ignored during home spa routines. No wonder it ends up with irritation, folliculitis, and rough skin. It wants to be toned, glowy, and smooth as a fresh organic peach, with a scent of toasted coconut and amber, if possible. Enter: exfoliating scrubs, hydrogel masks in quirky shapes (hearts, cherries, drops), detox masks, firming oils, perineal deodorants (we swear), and even the butt facial, complete with steam. Naturally, the market has responded, launching an entire product category: booty beauty, which is booming and projected to hit $11.2 billion by 2030.
Skincare below the waist
From TikTok to Sephora shelves, the message is clear: just like face skincare, butt skincare has its essential steps. It starts with a scrub, typically made from coffee, brown sugar, or magically ground sunset beans. Then comes the mask (pink clay, activated charcoal, or salicylic acid) to eliminate blemishes and reveal smooth, photo-ready glutes. This all requires dedication, discipline, and a bit of humor. Lying on your stomach with two heart-shaped patches on your cheeks for 20 minutes teaches you a lot: first and foremost, that dignity is a very relative concept. Next in the butt care routine: a firming serum with peptides and caffeine, applied in upward circular motions (because cellulite never sleeps). Follow with a moisturizer, preferably with hyaluronic acid and fragrances like "sunset vanilla" or "jet-lagged tropical orchid." Occasionally, use butt sheet masks,j ust like facial ones, infused with ingredients to brighten, hydrate, exfoliate, and improve skin tone and texture. The final touch? A spritz of butt perfume. Those who want to go even further dive into the world of holecare, involving anal skincare with allantoin- and vitamin E-based serums and other targeted products. And yes, there’s the crown jewel of gluteal luxury: the butt facial, a full spa experience for your backside, including warm steam, cleansing, extractions, masking, and a relaxing massage.
But do we really need all this?
And here’s the big question: do we actually need all this? Or are we giving a facial to a body part that rarely even sees sunlight? Experts are divided. Some dermatologists argue that skin is skin, but not all areas are the same. The buttocks often have thicker skin, but not always. And yes, it can suffer from acne, folliculitis, stretch marks, and hyperpigmentation. Still, a flood of products isn’t always necessary. Basic hygiene remains key: proper cleansing, ideally with water, not just dry toilet paper (embarrassingly enough, post-bowel movement, the right gesture is front to back, and yes, the bidet is still our best tool). Add a little moisturizer and… that’s enough. No need for $15 smoothies or perineal deodorants. On the other hand, wellness professionals champion this inclusive approach to body care. “If we talk about the face, why not the glutes?” they argue. And it makes sense. Normalizing care for every body part, even those hidden and squished into ergonomic chairs, is a step forward against shame and taboo. Skin down there also deserves to breathe, to be hydrated, and, why not, to feel beautiful. Ultimately, booty beauty doesn’t stem from necessity, but from desire. It’s a form of aesthetic pleasure, a new space to express self-care. Or at least that’s what we tell ourselves while slathering €40 shea butter cream on our cheeks. But hey, if it makes us feel good, who are we to judge?
Inclusive wellness, pore-deep consumerism, or beauty obsession?
There’s something positive in this movement: the idea that every part of the body deserves care, respect, and attention, with no more taboos around cellulite, hemorrhoids, or buttne (yes, butt acne). An imperfect behind is no longer a secret to hide, but a surface to embrace, perhaps with a coffee and vitamin C scrub. But there’s a flip side: false empowerment that smells more like marketing than self-love, and the creeping sense that each newly “treatable” zone becomes another unattainable beauty standard. As we waver between “I do this for me” and “I do this because everyone else does,” the market keeps pushing: more products, more rituals, more insecurities to fix.
Butt skincare: backside, frontside… or boo-side?
Maybe butt skincare is just a passing trend. Maybe it’s a beauty revolution. Or maybe it’s just the latest body part capitalism is trying to convince us to hate before selling us the solution. Let’s be honest: our glutes are underrated heroes. They help us walk, sit, dance, stay balanced and give us an excuse to tie sweaters around our waist in August “just in case.” They deserve respect, sure, but not necessarily half of Sephora’s shelf space. Taking care of them is great, but it shouldn’t be an obligation, much less an obsession. Want to do weekly scrubs and butt facials? Awesome. Prefer to just wash properly and moisturize now and then? That’s just as valid. The key is: don’t let your butt, or its skin, become another source of beauty performance anxiety, squeezed somewhere between eye cream and temple fillers.
