"Should I Raid Mom's Bathroom First?"... Millennials & Gen Z Go Wild for This 10,000-Won Bath Essential

Dove Rides the "Good-Value Home Spa" Craze
Gen Z Treats Showering Like Skincare

Dove body scrub, priced in the 10,000-won range, is gaining popularity among young consumers. On CJ Olive Young’s online store, Dove body scrub ranks among the top body-care products, and reviews for its flagship product have topped 40,000. Once synonymous with bar soap and body wash, Dove has made its way back into the bathrooms of Millennials & Gen Z with body scrub leading the charge.

TWICE member Nayeon introduces products she uses on Jeon Somi's YouTube channel. IMOS Jeon Somi.

TWICE member Nayeon (right) introduces products she uses on Jeon Somi's YouTube channel. IMOS Jeon Somi.

Dove Scrub, Once Caught Up in an Overseas Buying Frenzy, Gets a Call from Olive Young

According to industry sources on October 10, posts related to “#DoveScrub” totaled 27,000, based on an external tally of Instagram posts. Some Reels featuring the hashtag have garnered more than 6 million views. Videos showing the product’s smooth, thick cream texture or featuring it in shower routines have been repeatedly surfaced, spreading word of the product, especially on social media.

Screenshot of YouTube and Instagram search results for Dove body scrub

The price is also relatively affordable. The regular price is in the 17,000-won range, but the product can be bought for just over 10,000 won when discounted. It is establishing itself as a “good-value home spa” product, offering fragrance, texture, and exfoliation all at once.

As its popularity has grown, Olive Young recently began selling Dove body scrub in the “Osmanthus” scent in Korea, a product known to have been sold exclusively in Japan. Demand for overseas direct purchases surged even before its official launch in Korea, triggering what became known as an “overseas buying frenzy.” The success of the existing product has effectively brought an overseas exclusive into Korea’s domestic retail network.

Screenshot of CJ Olive Young's website on the 7th

Dove’s case reflects recent changes in the shower market. Products with functions once associated with facial cosmetics, such as scrubs, serums, oils, and treatments for skin concerns, are rapidly making their way into a shower market once dominated by body wash and lotion. The line between household products and cosmetics is also becoming less distinct.

Dove, which originated in the United States in 1957, is also expanding its product range in response to this trend. For a long time, the brand was strongly associated with popular household products such as bar soap, shampoo, and body wash. More recently, however, it has broadened its reach into body scrubs, serum body washes, and functional hair care. Its strategy is to increase the share of products that emphasize function, fragrance, and user experience, moving beyond basic cleansing.

Screenshot of the Beauty Lab website

According to Coupang, Dove’s “Beauty Nourishing Body Wash” was selected as a best-selling product in the body wash and cleanser category in the first half of this year. It was also listed in the “Hall of Fame” category for products that have repeatedly appeared among the best sellers. Body scrub is drawing in new, younger consumers, while body wash continues to underpin the brand’s broad appeal.

This trend is also reflected in the brand’s performance. According to Unilever, which owns Dove, Dove Personal Care recorded high-single-digit growth in the first half of this year, while hair care grew at a double-digit rate. Premiumized new products, including serum body wash, also contributed to growth. The strategy of adding skin-care ingredients, fragrance, and texture to a longstanding mass-market brand is proving effective.

Dove "Beauty Nourishing Body Wash." Coupang screen capture.

Dove’s resurgence is also connected to changes in shower culture. More consumers are viewing showers not simply as a time to wash, but as a self-care ritual to focus on themselves and care for their body and mind. In Korea, “dark showers,” taken with dimmed lighting, and overseas, “Everything Showers,” which involve spending more time than usual caring for oneself from head to toe, are emerging as new self-care routines, particularly on social media.

Changes are also evident in searches on Olive Young’s online store. From January to September this year, searches for “sauna” rose 373% year over year, while searches for “sauna pack” increased 310% and “sauna scrub” rose 1,208%. Interest in taking care of oneself during showers and sauna sessions is leading consumers to explore related products.

“Body care has recently become more specialized, going beyond simple cleansing and moisturizing to include functions such as improving skin texture, fragrance, and managing skin concerns,” an industry expert said. “Established household-product brands with strong name recognition can also use this demand to expand into higher-value product categories. But whether social media trends translate into long-term brand growth will depend on product competitiveness and repeat-purchase rates.”

This content was produced with the assistance of AI translation services.