Is Butt Skincare the New Red Light Therapy?

The thing about beauty trends is that you never know where they’re going to take you. While we’ve been going nuts for red light therapy masks, microcurrent devices and all matter of beauty tech, there’s been something else quietly on the rise: Butt skincare. It’s all over TikTok—if you know where to look. I first caught wind when it was mentioned in a podcast I was listening to last year. (More below.) And now, pitches fill my inbox for a slew of butt skincare products, from serums to sheet masks. I decided to investigate, and these are the four top trends I’m seeing—and predict will soon enter the mainstream. Without further ado…let’s get to the bottom of it.

Dr. Purvisha Patel is a board-certified dermatologist and cosmetic surgeon based in Memphis, Tennessee. She is the founder and owner of Advanced Dermatology and Skin Cancer Associates. Additionally, Dr. Patel is the founder of Visha Skincare, a brand that provides simple, effective solutions for various skin concerns. Her patented US-made products address issues like acne, hyperpigmentation, fine lines, cellulite, stretch marks and more.

If you’ve been watching the carpets the last few years, you’ll likely have noticed celebs donning beautiful…and butt-baring looks. There was Zoë Kravitz at this year’s Oscars afterparty, Zendaya in that Thierry Mugler femmebot suit for Dune: Part 2’s London premier and Kendall Jenner at last year’s Met Gala—among many others. The skincare industry is now catching up. Because if your bottom is literally hanging out of your outfit…you want it to look great, right? PureWow Beauty and Cultures Editor, Chelsea Candelario, and I have been getting an influx of alerts for all things buttcare promising qualities such as acne reduction, firming, lifting and hydration. That includes new contenders like BAWDY’s butt mask (was $11, now $10)—a sheet mask for your cheeks—and CHASIN' RABBITS Buttshroom Bum Patch ($10), as well as Sol de Janeiro famous Brazilian Bum Bum Cream ($48).

By now, we’ve exhausted everything pertaining to the vajacial, from probiotics for vaginal health to all manners of feminine wash products. So we’re moving on to cover the “hole” of it. Yep, I first caught wind of the self-proclaimed first buttcare brand, Asset, while listening to a Fat Mascara podcast episode last year. Now, Beam has entered the market, too. Both brands offer serums for the, erm, butthole—Asset’s one and only hero product is its Hole Serum ($48), which claims to calm, hydrate, smooth, brighten and boost elasticity of the perianal skin. Beam has The Hole Mask ($30), a sheet mask for the peri-anal area packed with witch hazel, vitamin E, chamomile extract and aloe—touting it equally for those in postpartum and for intimacy prep.

But, what does a dermatologist think about this? Dr. Patel tells me that the skin of the buttocks is typically thicker than that on your face, so it can handle stronger exfoliants and actives. She does, however, caution: “The skin around the anus is more mucosal, and doesn’t have sweat glands so it can be more sensitive. It is important if you are putting products around the anal area that you check for ingredients that are fragrance-, alcohol- and acid- free. They can irritate the skin and cause burning.”

As the New York Post  and Dazed reported last year, Botox for the perianal area has arrived, and now, “what is holetox” is a breakout search in Google Trends. It was pioneered—and trademarked—by aesthetic nurse practitioner Chris Bustamante of Lushful Aesthetics in Manhattan. And the supposed benefits aren’t simply cosmetic. As Bustamante told Dazed: ​​“Holetox can help heal chronic anal fissures, haemorrhoids, post-surgical recovery and chronic anal spasms” so it can be used therapeutically.”

Per Dr. Patel, the procedure uses the same ingredient (botulinum toxin) as you would inject into your face, with similar results—it will reduce the appearance of lines around the anus. Additionally, she adds: “If injected into the sphincter, it makes the muscle relax and can help with pain from anal fissures.” Of course, the same risks and rules apply: Find an experienced cosmetic surgeon or licensed practitioner to do the injection, Dr. Patel says.

The practice has long been around, being incredibly popular in the porn industry, but entered the mainstream with pop culture moments when Maya Rudolph’s character in Bridesmaids proselytized the procedure's benefits and Kourtney Kardashian shared she’d done it on an episode of Kourtney and Kim Take Miami. The last five years have seen interest take a dip, but Google Trends confirms it’s once again rising in popularity.

Per Healthline, the procedure involves lightening the skin around anus. The practitioner may employ chemical peels or creams, which can break down the skin’s natural pigments. Another option is laser treatment, which will slow pigment production and rid the area of excess melanin. Unlike holetox, creams and serums, this treatment is purely cosmetic, and Dr. Patel advises consulting with a dermatologist prior to opting in, to ensure that your skin can tolerate the bleaching, which can irritate the skin.