DIY Skincare Is Booming — and Retail Has a Big Opportunity

Why more people are making their own skincare, and what that means for health food stores, natural retailers, and the DIY community.

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Why Are So Many People Making Their Own Skincare Now?

Something's shifted.

Over the past few years, DIY skincare has gone from a niche hobby to a genuine mainstream movement. It's not because people have rejected commercial products entirely — it's because more consumers want to understand what they're putting on their skin and have a say in how it's made.

Several forces are driving this shift:

• Ingredient transparency matters more than ever. A 2024 survey found that 72% of consumers globally now check ingredient safety before purchasing skincare products. People want to know what's in the jar — not just trust what's on the label.
  
• There's a trust shift happening. Many consumers feel overwhelmed by long ingredient lists and marketing claims that don't match their experience, so they're simplifying — either by choosing fewer-ingredient products or making basic items themselves.
  
• Clean beauty is exploding. Clean beauty continues to grow rapidly. More consumers are actively avoiding parabens, sulfates, synthetic fragrances, and long ingredient lists they can’t pronounce.
• Cost matters. Premium skincare is expensive. Making a simple body butter or lip balm at home can cost a fraction of what you'd pay for a finished product — and you get more of it.
  
• DIY connects skincare to wellness. For many people, making their own products isn't just about saving money. It's about slowing down, understanding ingredients, and treating skincare as self-care rather than just another purchase.
  
• There's real satisfaction in making something yourself. Many people talk about the pride of using a product they made, gifting homemade body butters or lip balms to friends during holidays or special occasions, or turning DIY skincare into a simple family project. For parents, it's an approachable way to teach kids about ingredients and wellness. That emotional payoff is a powerful driver — and one that commercial products alone can't replace.
  

Here's the key insight: most people doing DIY skincare aren't anti-brand or anti-commercial products. They're pro-transparency and pro-understanding. Many mix simple homemade projects with trusted finished products depending on their needs, time, and comfort level.

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DIY and Commercial Products Aren't Opposites

This is important to understand — especially if you're a retailer wondering whether DIY competes with your existing skincare shelves.

It doesn't. It complements them.

Typical DIY-curious customer might:

• Make a simple body butter or sugar scrub at home
• Buy a trusted commercial cleanser or serum
• Adjust their approach based on skin needs, season, or budget

DIY skincare often increases engagement with ingredients. That curiosity frequently carries over into more informed commercial purchases — customers who know what shea butter does, for example, start reading labels differently everywhere.

The relationship is additive, not competitive.

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Where Is Retail Losing Ground?

Despite growing consumer interest in DIY skincare, most of these customers are buying their ingredients online.

Not because they prefer Amazon or specialty e-commerce sites — but because online sources provide:

• Clear starting points
• Recipes and how-to guides
• Confidence to try something new

Many retailers want to serve this customer — DIY just hasn't had a clear playbook in natural retail. In most cases, it’s not a lack of interest — it’s a lack of simple, ready-to-use tools.

Even when online shopping means visiting several websites, the experience is still simpler than visiting multiple physical stores trying to piece together ingredients, instructions, and reassurance.

In many health food stores and natural retailers, the raw ingredients are already there — shea butter, coconut oil, beeswax, essential oils. What's often missing is a clear, supported pathway.

This isn't about retailers not caring or not trying. Most simply haven't been given practical tools to support this market — signage, simple recipes, or starter guidance — so customers don't feel confident beginning in-store.

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The Real Barrier Isn't Inventory — It's Confidence

Here's what most retailers miss: DIY skincare feels intimidating without context.

A jar of raw shea butter sitting on a shelf doesn't tell you:

• How to melt it properly
• What to combine it with
• How much to use
• What the finished product should look like

Without simple education, customers hesitate. They leave the store without buying. And then they go home, search online, and order from someone who did explain it.

Another challenge many DIY customers face is simply finding good, straightforward guidance. Much of the available content online is either overly complex, inconsistent, or locked behind paywalls — which makes learning feel harder than it needs to be. When guidance is clear, accessible, and beginner-friendly, confidence follows quickly.

This is where brick-and-mortar retail actually has a hidden advantage — if they use it.

Physical stores offer something online can't: conversation, trust, and real-time guidance. A knowledgeable staff member who can say "start with this, here's a simple recipe, come back and tell me how it went" creates loyalty that Amazon never will.

But the system has to support it.

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The Opportunity for Retailers

Retailers who position themselves as guides — not just stockists — benefit most from the DIY trend.

Here's why:

• DIY customers buy multiple ingredients per project. A single body butter recipe might include shea butter, coconut oil, and essential oils. That's a three-item basket, not a one-item transaction.
  
• DIY customers return frequently. Once someone succeeds with their first project, they want to try more. Ingredients get used up. New recipes require new supplies.
  
• DIY builds loyalty. The store that helped a customer succeed with their first batch of lip balm becomes their store. That relationship extends to everything else they buy.
  

The best part? This doesn't require a major shelf reset. A small, well-supported DIY assortment can drive repeat visits, larger baskets, and stronger customer trust.

A simple starting point can be as small as a 2–4 foot set: a few core ingredients, one beginner recipe card, and a QR code to free, reliable DIY guides.  This gives customers permission to start small — and gives staff an easy, repeatable way to guide the conversation.

DIY doesn't replace finished products. It expands the relationship.

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What Happens Next

DIY skincare is already growing — whether or not traditional retail actively participates.

Consumers are learning, experimenting, and mixing approaches. They're watching YouTube tutorials, saving Pinterest boards, scrolling TikTok for recipe ideas. The information is everywhere.

The question isn't whether DIY skincare will continue to grow. It's whether physical stores will meet customers where they are — or keep letting that curiosity flow elsewhere.

For retailers ready to lean in, the opportunity is real: a fast-growing customer segment, high repeat purchase rates, strong margins, and minimal complexity.

For DIY enthusiasts, the message is simpler: you don't have to choose between making your own products and buying from brands you trust. Most people do both. The goal is understanding what you're putting on your skin and feeling good about it.

That's what this movement is really about.

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Frequently Asked Questions About DIY Skincare

What is DIY skincare?

DIY skincare means making your own skincare products at home using raw ingredients like shea butter, coconut oil, essential oils, and other natural botanicals. Common DIY projects include body butters, lip balms, sugar scrubs, face masks, and simple lotions.

Why is DIY skincare becoming so popular?

DIY skincare is growing because consumers want more control over what goes on their skin. Key drivers include cost savings, ingredient transparency, customization for specific skin concerns, and a deeper connection between skincare and personal wellness. The clean beauty movement — which emphasizes non-toxic, simple ingredients — has also fueled interest in homemade alternatives. Many people also love the satisfaction of making something themselves and sharing handmade products with family and friends.

Is DIY skincare better than store-bought products?

It depends on what you're making and what you need. DIY skincare works well for simple, anhydrous (water-free) products like body butters, balms, and oil blends. More complex formulations — like serums with active ingredients or products requiring preservatives — are often better left to professionals. Many people mix DIY projects with trusted commercial products.

What ingredients do I need to start making my own skincare?

Beginners typically start with a few versatile ingredients: raw shea butter, coconut oil, a carrier oil like jojoba or sweet almond, and optionally some essential oils for scent. These basics can be combined into body butters, lip balms, and simple moisturizers.

Is making your own skincare cheaper than buying it?

Often, yes. A pound of raw shea butter can produce multiple batches of body butter for a fraction of what you'd pay for equivalent finished products. The upfront investment in ingredients pays off over time, especially for products you use regularly.

Where can I buy ingredients for DIY skincare?

You can purchase DIY skincare ingredients online or from health food stores, natural product retailers, and specialty suppliers. Look for stores that offer guidance, recipes, and quality ingredients — not just products on a shelf.

Is DIY skincare safe?

When done properly with quality ingredients, DIY skincare is safe. Key safety practices include: using clean tools and containers, understanding shelf life (especially for products containing water), avoiding ingredients you're allergic to, and starting with simple, well-tested recipes before attempting complex formulations.

Can I sell the skincare products I make at home?

Selling homemade skincare products involves regulations that vary by country and region. In most places, you'll need to comply with labeling requirements, safety testing, and manufacturing standards. If you're interested in selling, research your local regulations before starting.

What's the difference between DIY skincare and clean beauty?

Clean beauty refers to products — whether commercial or homemade — that prioritize safe, non-toxic, and often natural ingredients. DIY skincare is one way to achieve clean beauty by controlling exactly what goes into your products. Many commercial clean beauty brands also meet these standards.

Is DIY skincare a good activity for families?

Yes! Simple projects like lip balms, sugar scrubs, and whipped body butters are easy enough for older children to help with (under adult supervision). It's a hands-on way to teach kids about ingredients, measurements, and where products come from — plus everyone gets to use what they made.

How do I get started with DIY skincare?

Start simple. Choose one easy recipe — like a basic whipped body butter — and use quality ingredients. Follow the recipe exactly your first time. Once you're comfortable with the basics, you can experiment with different oils, butters, and scents to customize for your skin.

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At Baraka, we supply premium African butters and oils to both major natural brands and DIY makers across North America. Our ingredients are sourced directly from women's cooperatives in Ghana through a transparent, ethical supply chain. Baraka is rated 4.9/5 across 17,000+ verified reviews, with customers in over 80 countries.

Alongside our ingredients, we've built one of the most extensive DIY skincare education libraries available — including dozens of free guides, hundreds of tested recipes, and practical resources designed to make DIY approachable for beginners and useful for retailers supporting this market.

Whether you're a retailer looking to serve DIY customers confidently or a maker looking for quality ingredients and trustworthy guidance, we're here to help.

Learn more at www.barakasheabutter.com