Photography via Instagram.com/aesopskincare
These stealth wealth status symbols are tucked away in your bathroom, never being seen by the outside world. And that’s part of their appeal.
Date June 12, 2023
If quiet luxury is all about refined minimalism and elevated yet understated basics, perhaps no place holds more stealth wealth gems than your bathroom. The most intimate and private room of your abode is likely home to your most frequently used, holy grail beauty, grooming and personal care products. And just like a nondescript black baseball cap or a well-tailored suit, these items can say a lot about you. (Quietly, of course.)
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In fact, interest in personal care products is at an all-time high. While the pandemic was a major blow to makeup sales, other beauty categories — like oral care, skincare and hand soap — saw significant growth. At the time, the reasoning for this growth was clear (hello, we were stuck at home with nothing to do but wash our hands all day long), but in today’s post-pandemic world, the personal care category’s continued success is more surprising. Just this past April, L’Oréal Group acquired the king of chic hand soap, Aesop, in a massive deal that valued the skin- and body-care brand at a staggering $2.5 billion.
And it’s not just sales figures. Culturally, soap et al. are having a bit of a moment, too. Take, for example, the popular TikTok trend where creators sneak into their dates’ bathroom cabinets to rate (and read into) the type of soap, personal care, hair and body products they find. Too high-end and he might have a girlfriend. Too many run-of-the-mill products and he may not be into self-care. Hardly any personal care products at all? Run. (It’s a fine line.)
But wait — when did Gen Z become such hand soap and toothpaste connoisseurs? The newfound obsession could have something to do with the fact that we’re in the age of GRWM videos and the contents of creators’ bathrooms are constantly on display. Who wouldn’t want to show off a recently acquired taste for chic hand soap? Maybe it’s the Sofia Richie Grainge glow-up effect. Or perhaps we’re all longing to recreate what we imagine Shiv Roy‘s brushing, flossing and hand-washing routine to be.
What we know for sure is that when it comes to true stealth wealth, no other category does it quite as quietly as chic hand soap (and its close cousins, elevated oral care and luxe bathroom spray). These items are tucked away in your bathroom, never being seen by the outside world. And yet you know they’re waiting, in understated packaging, to greet you each evening to help you strip away the remnants of a long day with a wash, brush, floss and a spritz.
Perhaps quiet luxury lies not in GRWM videos, but in the get un-ready with me process when all is said and done.
Shop some of our favourite chic hand soap and personal care products below.
Aesop
Resurrection Aromatique Hand Wash
($53, Aesop)
If hand soaps were celebs, Aesop’s Resurrection would be Beyoncé. Perhaps the most recognizable bottle of soap in the world, this gentle formulation contains oils of orange, rosemary and lavender, for an effective clean that doesn’t dry your hands out. And, obviously, there’s that lasting scent. But we probably didn’t need to tell you that.
This is no ordinary room spray. Homecourt is Courteney Cox’s new line of hand soaps, dish soaps, candles, room deodorants and more, featuring some truly stunning, elevated scents (think: Steeped Rose, Cipres Mint, and Neroli Leaf). Housed in chic, minimalist packaging, these room deodorants actively neutralize bad odours at the molecular level while imparting lasting fine fragrance. This is a surefire way to make your bathroom smell like a million bucks.
Women-led, Canadian brand Mintier launched the world’s first oil-based breath serum made in Canada using all-natural ingredients that are carefully selected to provide a long-lasting and refreshing effect. Formulated with a blend of essential oils, like peppermint, spearmint and lemon, Mintier’s breath serum eliminates bad breath instantly. Unlike other breath fresheners on the market that contain sugars and preservatives, it’s 100% natural, safe for daily use and dentist-approved and recommended. Chic, non?
Wouldn’t you have believed us if we told you this ultra-stylish bottle was a luxury body lotion? But this gorgeous pick is actually mouthwash (!). This remineralizing mouthwash works hard to freshen breath while supporting healthy teeth. It’s alcohol-free and pH-balanced, protecting tooth enamel for a brighter, whiter smile.
With scent profiles like sweet orange, cedarwood and sage, you’d think these were the notes in your new favourite luxe perfume. Grown Alchemist’s elevated hand soaps are available in refillable pouches, and come in the aforementioned scent, as well as Tasmanian pepper, tangerine, chamomile, and cedarwood atlas, ylang ylang, tangerine. The gel formula is infused with botanical oils that hydrate without disturbing the skin’s pH balance.
Davids
Premium Toothpaste in Charcoal + Peppermint
($15, Davids)
Any product in a metal or aluminum tube is instantly chic (we don’t make the rules), but Davids’ fluoride-free formulas take the cake thanks to muted colours and refined flavours (charcoal + peppermint and herbal citrus peppermint, for instance).
Who knew floss could be chic? With flavours like mint, coconut, strawberry or orange, and packaging this cute, you may even begin to look forward to your nightly floss.
Yes, even bar soap is capable of a quiet luxury upgrade. This Joanna Vargas face and body soap bar is formulated with coconut oil, shea butter and chamomile water, to nourish and hydrate. And with a name like Cloud Bar, it’s hard to resist this dreamy bathroom must-have.
Playground
Date Night Water-Based Personal Lubricant
($34, Playground)
Did you think we’d leave lube off the list? The last few years have ushered in a major shift in the world of sexual wellness, and part of that has been a rise in elevated lube options. (Yes, we said elevated lube.) Enter: Playground’s water-based lubricants, available in scents like Champagne & Vanilla, Coconut & Sandalwood, and Musk & Oudwood.
DRMTLGY
Natural Lavender Linen and Room Spray
($22, DRMTLGY)
Okay, this linen and room spray isn’t necessarily for your bathroom, but who would argue that a linen and room spray isn’t the epitome of quiet luxury? This spray by DRMTLGY is a combo of lavender, chamomile, witch hazel and jojoba oil and can be used on bedsheets, pillowcases, yoga mats, towels and more.
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