Butt skin care is definitely a thing now.
The same way facial beauty routines
have expanded to include cleansers, toners,
serums, creams and masks, beauty brands
have started releasing products specially
tailored to your booty. There are now sheet
masks for your rear end, along with special
moisturizers, exfoliating scrubs, serums,
and oils.
And if you want your backside to have the
same dewy, post-chemical peel glow your
face has after a facial, aestheticians are also
offering the same services for your bottom.
Beauty analysts say the rise in butt-spe-
cific products is most likely a result of the
broader growth of the market for skin care,
which was a $5.6 billion industry in 2018, ac-
cording to market research firm NPD
Group. The companies are also catering to
consumers who want their skin-care prod-
ucts to be “clean.” (While “clean” beauty is
an ambiguous term, it generally describes
brands that claim they don’t use harmful in-
gredients in their products.)
“If you think about the bigger trends in
beauty and why skin care as a whole is
growing so fast, it’s because of clean
brands,” said Larissa Jensen, an analyst at
NPD Group. Ms. Jensen said the skin-care
industry had grown 8 percent between June
2018 and 2019.
Consumers are also dedicating more
time, money and energy into developing a
beauty routine for their whole bodies.
“What we’ve noticed is there’s a boom in
what we’re calling inclusive wellness,” said
Emma Chiu, the global director of research
company JWT Intelligence. “Basically this
includes every aspect of yourself and every
part of yourself. We’re seeing that we’re em-
bracing every part of our body, and this in-
cludes the more intimate parts of our body.”
Start-ups are paving the way for “inti-
mate” skin care, according to Ms. Chiu,
while legacy beauty brands are taking a
wait-and-see approach.
Nannette de Gaspé’s namesake skin-care
line, known for its dry sheet masks, offers
Tush, a five-week treatment that claims to
“reshape the contours of the buttocks area
while restoring firmness, suppleness and
bounce for a visually more sculpted tush.”
Anese, a skin-care company founded in
Los Angeles in 2016, took a more light-
hearted and youthful approach to naming
its original “booty trio”: the That Booty Tho
peach-scented scrub, the Down With the
Thickness collagen mask and the Have You
Seen My Underwear oil.
Their newest product is Illuminaughty,
an illuminating scrub that leaves an “ever-
lasting glow” and smells like coconut and
jasmine, according to its product page.
“I was nervous I would come out looking
like a disco ball or a stripper covered in glit-
ter but it was the perfect amount of glow,”
reads a review of the product on the compa-
ny’s website.
Bawdy Beauty, opened in 2017, offers four
core sheet masks, each with extraordinary
claims. (One claims it “gives your butt aninstant glow and optically sculpts your
cheeks, for a beach and Instagram ready
butt #buttfie.”)
The masks are sold in more than 800 Ulta
Beauty stores in the United States, accord-
ing to Bawdy’s founder, Sylwia Wiesenberg.
A self-described lifelong rump obsessive,
Ms. Wiesenberg said she quit her career in
finance to “build beautiful butts.” Before
Bawdy Beauty, Ms. Wiesenberg was the
proprietor of Tonique Fitness, a booty-fo-
cused workout routine. This year, Nylon
Magazine nicknamed her the “fairy butt-
mother” of New York Fashion Week, after
models walking for bodywear brand Chro-
mat used her sheet masks to get their bot-
toms runway ready.
This fall the brand will be releasing a
CBD-infused sheet mask it says will help
with muscle recovery — presumably for af-
ter a workout filled with squats, glute-
bridges and lunges — and a CBD-infused
moisturizer, Ms. Wiesenberg said.“I LOVE HOW BRANDSsuch as Bawdy and
Anese, they’re approaching this in kind of a
tongue-in-cheek, humorous approach,” Ms.
Chiu said. “When you’re speaking about in-
timate skin care, you don’t want to be too
serious.”
The lighthearted, slightly mischievous
tone of the marketing matches the way
butts are portrayed today. The criteria for
which bottoms are deemed beautiful in
magazines and the media have expanded
from skinny (and likely white) to a curvier
model.
The convergence of the wellness, skin
care, body positivity and pro-booty trends
may have created a perfect lane for tush-fo-
cused entrepreneurs: Every butt is beauti-
ful, but also, every butt could be even more
beautiful.
Ms. Wiesenberg has taken that to heart.
“I want to feel beautiful,” she said, “but
more so I want my butt to fit my face.”Are You
Pampering
Your
Behind?
SAMANTHA SLINNBy ARIT JOHNIt seems that face
masks aren’t just for
faces anymore.
D4 N THE NEW YORK TIMES, THURSDAY, SEPTEMBER 12, 2019
Every September, the glitterati
descend upon New York, London,
Milan and Paris for fashion month
in a swarm of stilettos. Like death
and taxes, the circus of Fashion
Week is inevitable, and
often inaccessible unless
you’re watching Insta-
gram.
Luckily, so is the ac-
companying release of
glossy new fashion titles
and beautiful, weight-
lifter-worthy coffee table
accessories (sorry —
books). Here is a selec-
tion of what has just been pub-
lished and what’s to come, so you
can enjoy the spirit of the runway
shows from the comfort of your
couch.“Unexpected Pucci: Interiors:
Furniture, Ceramics and Art
Pieces”
By Angelo Flaccavento
and Piero Lissoni; Rizzoli, $90
Come for the dizzying
geometric prints, stay for
the deep dive into Emilio
Pucci’s creative exploits
beyond clothing (includ-
ing deliriously patterned
wool rugs and 1960s-era
plates and vases). Of
course, how much you
enjoy this book will
ultimately boil down to whether
you find the designer’s signature
motifs dazzling or nausea induc-
ing.“John Galliano for Dior”
By Robert Fairer; Thames &
Hudson, $150
Does the world need yet
another book dedicated
to the illustrious house of
Dior? Possibly not, but
this one features enough
backstage shots and
detailed close-ups of the
label’s designs from the
John Galliano era (the
one that ended with the
designer’s anti-Semitic
rant in 2011, which the book does
not address) to justify its exist-
ence. Dramatic and colorful, Mr.
Galliano’s more-is-more aesthetic
is captured by the photographer
Robert Fairer, who documented
the designer’s collections for over
a decade.“Fabien Baron: Works
1983-2019”
By Fabien Baron; text by
Adam Gopnik; Phaidon, $200
The art director Fabien Baron has
helped transform the look of
many major brands and fashion
magazines over the course of his
career. This retrospective of Mr.
Baron’s projects, while self-seri-ous at times, is chock-full of de-
sign inspiration. Expect a lot of
black and white, clean lines and
swirling typography.“Supreme Models: Iconic Black
Women Who Revolutionized
Fashion”
By Marcellas
Reynolds; Abrams, $50
Considering that fa-
mous black models are
still being misidenti-
fied in photos, this
tribute to black models
from the past 60 years
couldn’t come sooner.
It features interviews,
photos and essays devoted to
heavyweights like Iman and
Naomi Campbell, as well as next-
gen faces like Adwoa Aboah and
Joan Smalls.“Paul’s Book”
By Collier Schorr; Mack, $40
Youth may be fleeting, but this
book is not. The American artist
and fashion photogra-
pher Collier Schorr,
best known for her
black-and-white por-
traits of bored beauti-
ful youths, presents a
collection of photos
taken over the course
of two years of Paul
Hameline, a young
French artist and
model.“The International Best-Dressed
List: The Official Story”
By Amy Fine Collins; Rizzoli, $75
How far would people go to snag
a spot on the International Best-
Dressed List? Accord-
ing to this history
behind the storied list,
founded by Eleanor
Lambert in 1940 and
passed on to Vanity
Fair in 2002, pretty
far! Enterprising
social climbers offered
bribes of up to $50,000
to try to secure their
place among the powerful. Seems
like a sound investment.“Bill Cunningham: On the
Street”
By The New York Times; Clarkson
Potter, $65
Perhaps it’s cheating to include
this in the roundup, but a book
featuring the beloved fashion and
society photographer Bill Cun-
ningham’s snapshots, which
largely shaped what street style
photography is today, feels impos-
sible to ignore. (Full disclosure:
Mr. Cunningham worked for The
New York Times for nearly 40
years.) This book traces his im-
ages across five decades, from the
1970s until his death in 2016.Fall Into Fashion
On the Printed Page
By SANAM YARBOOKS OF STYLE
ONCE A YEAR. 20% OFF THE ENTIRE COLLECTION.*
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