Body Care
A stable crown sat above a reshuffling floorthe challengers took 40 points of the top ten.
Body Care tracked 413 brands over four weeks, from June 8 to June 29. The top ten reshuffled more than any other corner on the board — 65% of those spots changed hands.
184 brands debuted since tracking began. The field is not settling. It is expanding.
We take one category apart in depth as our history deepens. This season, Body Care earned the slot: more of its top ten turned over than any other corner of the catalogue.
Who climbed, who slipped, who arrived.
Salt & Stone climbed 60 places, from 82 to 22. Drunk Elephant moved from 39 to 3. Augustinus Bader rose from 52 to 28. L'Occitane fell from 4 to 21, Neutrogena from 2 to 13, Native from 12 to 25. La Mer arrived at 26 on June 15.
as of June 29 · vs June 22 · 10 intents
The leaderboard churned.
Sol de Janeiro held the top spot for the full four weeks. The number one did not change once. Necessaire, Drunk Elephant, and Aveeno circled below it, but nothing broke through. The crown looked stable. Everything beneath it did not.
as of June 29 · vs June 22 · 10 intents
Same question, different answers.
On the question of the best natural deodorant, the panel split four ways. OpenAI chose Sensitive Skin Aluminum Free Deodorant. Claude chose Coconut & Vanilla Deodorant, which buyers rated 4.1 stars. Perplexity chose Women's Cream Deodorant in Lavender. Gemini chose Deodorant Probiotic Daily Protect, 2026 Edition. Four assistants, four answers — a buyer following any one of them is working from a different map.
as of June 29 · vs June 22 · 4 AI models
The crowd saw it first.
The crowd gave Tree Hut 4.8 stars across 10,000 reviews. The models ranked it 16th. CeraVe drew 450,000 reviews at 4.7 stars and landed at 9. La Mer carried 4.7 stars from 857 reviews and sat at 26. In each case, the crowd rated the product warmer than the machines did.
No coverage
as of June 29 · vs June 22
Where the machines and the room part ways.
The AI panel ranked Moisturizing Cream third and Natural Deodorant sixth. Reviewers and buyers were cooler on both. In the other direction, Atoderm Intensive Baume sat at 22 in the AI rankings while humans rated it higher. Shea Butter Ultra Rich Body Cream sat at 21 with the same gap. Both sides agreed on two products: Shea Sugar Scrub Moroccan Rose at one and Original Coffee Scrub at two.
AI ranks them high — reviewers + buyers cooler.
Humans rate them top — the models rank them low.
AI and the humans land in the same place.
as of June 29 · vs June 22 · 13 reviewed products
Where the cameras pointed.
Creator attention over the window concentrated in three places. Augustinus Bader drew 33% of tracked coverage. Cetaphil drew 33%. CeraVe drew 33%. Fifty-one creator reviews were tracked across the category. The spread was even, but it landed on a narrow slice of 413 brands.
as of June 29 · vs June 22
Two fights that defined the window.
The fresh-upstart band took 40 points of the top ten from the incumbents over the window.
What actually moved underneath the leader.
At the start of the window, incumbents held every spot in the top ten. By the end, they held six. Fresh and upstart brands took four. That is a 40-point shift in four weeks. The leader did not move. The ground below the leader did.
as of June 29 · vs June 22 · 2 segments
The top of Body Care held firm while the middle turned over fast. Salt & Stone and Drunk Elephant showed that a brand can climb far in a short window. L'Occitane and Neutrogena showed the reverse. Sol de Janeiro and Necessaire sit in the only positions that did not move. The advantage next belongs to whoever the panel agrees on — and right now, below the crown, the panel does not agree on much.
- 01Whether Salt & Stone sustains the climb from 22 or pulls back toward the middle of the board.
- 02Whether the fresh-upstart segment takes more than 40% of the top ten or the incumbents recover ground.
- 03Whether the natural deodorant split narrows to a single consensus pick or the four assistants stay divided.