Photo: Diptyque Save Story Save this story Save Story Save this story Diptyque wants in on the luxury bodycare boom .
The French fragrance brand’s new Les Rituels de Soin collection, launching today, is made up of a selection of body scrubs, lotions, milks and oils, rounded out with accessories such as travel bags and a tissue box. Prices range from $45 for a body sponge to $340 for an oval mirror box; with oils for $88 and lotion for $85. The collection is split into two ‘rituals’: morning and evening.
Diptyque has sold bodycare products such as soap and lotion for upwards of 10 years, but to date, it’s made up a small percentage of business, and has never been sold as a formalized collection. With Les Rituels de Soin, which the brand bills as its first-ever dedicated bath and body care collection, CEO Laurence Semichon wants to change that.
“We thought it was the right moment, in an era of wellbeing and people taking care of their bodies more than ever, to go deeper and to upgrade our formulas, and rethink the way we do bodycare,” Semichon says. Bodycare will sit alongside Diptyque’s home fragrance and personal fragrance categories. “We aim at creating a third pillar with this bodycare range. Today it’s a significant part of our business, but still small, so we want to increase it.” Bodycare products currently represent just 5% of total Diptyque sales. This is projected to grow to approximately 11% following the collection launch.
Les Rituels de Soin is Diptyque’s first full bodycare collection.
It’s Diptyque’s answer to the consumer shift in people’s approach to bodycare, as customers invest in multiple types of body products for different moments of the day. The luxury bodycare category is, after all, on track to grow 7.1% to $27.8 billion by 2030, according to Euromonitor. Like skincare before it , in 2026, the bodycare market is fast moving upmarket.
This rise is evident in Diptyque’s own sales. Body and hand care sales on Diptyque’s Americas website increased 34% in 2025 versus 2024, and a further 27% in the first six months of 2026 versus that same period in 2025. Searches for body and handcare are up 300% year-to-date versus the prior year. Already, the Diptyque Body Care (which includes hand & body) business share is up 32% this year compared to June 2025.
Body oil is one of Diptyque’s bestsellers.
The collection, centered around self care rituals, is also informed by data and consumer research. Diptyque’s body oil, for instance, was one of the brand’s bestsellers. (Google searches for Diptyque body oil are up 5,000% year-on-year, far surpassing the 250% uptick in searches for body lotion.) So for this collection, they made two new ones (one lighter, one thicker), so that consumers can mix and match based on location and season. The morning oil is a combination of body and hair, also based on client feedback. “We talk to them when we see them in the stores, we read what’s written on TikTok and Instagram,” Semichon says. “We can see that a lot of them are using their products in a different way, or using oil for the body on the hair.”
A luxurious, ritualistic bodycare experience is baked into Diptyque’s DNA, Semichon says, referencing Diptyque’s founders’ affinity for ancient civilizations. “There were these rituals at the time of going to public baths.” Now, as the ‘ritual economy’ booms , consumers are keen to invest in more luxe and experiential bodycare experiences. “Our [current] era has many common points with wh…