For the last few years, barely a week has gone by without a new body mist launching. Even today, I've had new drops from FIOLAS, Aussie brand Ciroa and kitsch flower-shaped Daise pop into my inbox.
Other than Phlur's ever-growing collection of body mists (Cashmere Skin, £39, is my scent of choice - comforting, cosy and a grown-up take on vanilla), the sprays feel like a category designed for beauty consumers much younger than I am – not least because it's my second time riding the body mist wave - my school bag always had a Boots Natural Collection body spray inside.
With many of the body mists out there being super sweet, in the afore-mentioned quirky packaging, or available in countless variations, appealing to the childlike love of collectables, you have to wonder whether the category is going to survive the new social media ban for under-16s.
Though a recent event held by Nivea showed that the over 60s are the biggest spenders in skincare, looking at the campaigns, the influencers brands are choosing to promote their wares, where they're advertising (social media) and the gifts they're sending out, it's clear that many beauty brands are targeting Gen Alpha or Z – and I wonder how they're going to reach them when the youngsters are banned from social media?
© DaiseThe rise of mists
If you're not on TikTok, the platform is a clear driver behind the rise of body mists, with people creating viral layering routines with a bevvy of body sprays, prompting brands to create more variations so they can tap into the trend. Hence the endless stream of new mists. Overconsumption-core, if you will.
So, I wonder, will the social media ban for those under 16 not only slow the rate at which brands peddle them out, but with nowhere to advertise to this audience, will sales fall off a cliff?
© @florencebymillsOr, will the kids be drawn back in-store to spend their pocket money, like my friends and I used to spend Saturdays browsing Superdrug, Boots and the Body Shop for budget-friendly beauty buys?
Although Space NK is probably a bit too premium for young shoppers (I only dared enter in my mid-20s), Sephora and Boots are veritable playgrounds – just look at P.Louise's interactive Boots stand, basically made for Gen Alphas to play out – like a Lush bath bomb demo, but for older kids.
A new era for mists?
While I'm fairly certain all the mists aimed squarely at Gen Z and alpha are about to tank in online sales, there are more prestige sprays dropping at the moment, and maybe these will be the way to maintain the rise of the mists.
Take Valentino's Born in Roma Hair & Body Mists, £48. At such a high price point, these clearly aren't aimed at the younger generation, but then the branding features rubber ducks and balloons…
Traditionally grown-up scent La Vie Est Belle by Lancome (I call it grown-up because Julia Roberts has been the face for aeons), is available as a £34 mist, and works as a way for wearers to top up their signature scent during the day, rather than the main way to wear a scent.
Though as sweet as you'd expect from the brand that practically invented gourmande scents with the iconic Angel, Mugler's new Starlicious Eau Gourmande hair and body fragrances are priced at £50, again, aimed at an older, wealthier audience.
What do you think? Are body mists sent to disappear into beauty wasteland once more, or will we all be wafting about amid sweetly scented clouds thanks to the high-end mists dropping?
