Gone are the days where a shower only included a humble bar of soap. If TikTok hygiene hauls and routines are to be believed, it takes a village of products. #hygieneroutine has 29.7K posts on the platform. One user, @pickleflipflops, received 803.8K likes on her shower routine, another @vanilla_swirlxx, received 95.5K likes on a hygiene tips video. Some of the most prevalent brands in these videos include EOS, Sol de Janeiro, Bath & Body Works, and Tree Hut. That leads to a huge sales influx. Eos’ Vanilla Cashmere Body Lotion is one of the fastest selling body lotions in the US. The launch of Tree Hut’s Iced Coffee Shea Sugar Scrub on TikTok led to a 96% lift in sales and 867% increase in website traffic. Sol de Janeiro had 167.1% growth at constant rates in its sales, reaching €686.1 million ($720.9 million) at the end of 2024. Mix the hit of dopamine from a new beautiful smelling product purchase and the promise of increased desirability by smelling good, and you’ve got yourself a recipe to capitalize on a (predominantly Gen Z) audience. Hauls themselves are nothing new. In the article “I Haul Therefore I Am” (a clever play on artist Barbara Kruger’s seminal 1987 work “I Shop Therefore I Am”),  Vanessa Friedman traces the history of the haul back to YouTube content in the early 2000s, “tapping into the growing sense of shopping as vicarious thrill and emotional sustenance” and becoming “a form of performance art and shared practice, a cultural phenomenon,” all aided by the quickening pace through which retailers were able to offer up these goods to eager consumers.