Soft Services

Name: Soft Services
Brand: USA
Availability: OutOfStock

Since 2021 : The Body Skin Experts™

Soft Services was founded in New York in 2021 by Rebecca Zhou, former Head of Digital Product at Glossier, and Annie Kreighbaum, Glossier’s former VP of Brand Development and co-host of the beauty podcast Eyewitness Beauty. Both women had spent years inside the beauty industry, watching face care evolve into an advanced, almost obsessive category, while body skincare lagged. Despite countless people searching for solutions to concerns like keratosis pilaris, bacne, or crepey skin, most products on the market were either generic or ineffective.

Their mission was clear: to create a brand dedicated to serious, effective body care — not only offering products but also reshaping the conversation. By tackling overlooked body concerns openly and without shame, Soft Services would bring the same innovation and excitement to body skincare that had long been reserved for the face.

about soft service

From day one, Soft Services positioned itself unapologetically as “The Body Skin Experts™.” The brand sits at the intersection of clinical precision and design-driven cool: dermatologist-backed formulations packaged in playful, colorful, and design-forward aesthetics. It rejects the idea that body products should be secondary to face care. Instead, it elevates them, crafting targeted treatments with the same reverence as a luxury face serum.

Initially launched as a direct-to-consumer brand, Soft Services quickly gained traction through strong word of mouth, press buzz, and a growing community of customers who craved both effective solutions and cultural destigmatization. This momentum soon carried the brand into retail, solidifying its place as a category leader.

Products

Soft Services has built a collection of body-focused products that address real, specific skin concerns. Cult favorites include the Buffing Bar, a solid exfoliating bar often described as a “facial in a bar” for keratosis pilaris and ingrown hairs, and Carea Cream, a lightweight but powerful 10% urea lotion that transforms rough, dry skin. Treatments such as the Clearing Clay and Clearing Mist tackle body acne, while hydration heroes like Speed Soak and Comfort Cleanse provide relief for dry or sensitive skin. Anti-aging formulas like Software Update, a retinol body serum, and Theraplush, an overnight retinol hand cream with refillable pods, extend the brand’s commitment to results-driven body care.

why soft services

At its core, Soft Services is about changing the way people think about body care.

Destigmatization : Tackling issues like bacne, fungal infections, and keratosis pilaris with honesty rather than shame.

Education-first : Through Mass Index, an in-house digital resource filled with dermatologist-reviewed content.

Design innovation : Elastic, bold, and playful branding that mirrors the diversity of body needs.

Sustainability : Refillable pods, recyclable bottles, and accessories designed for longevity.

Empowerment : Positioning body care not as fixing flaws, but as an act of joy, self-care, and confidence.

Brand Highlights

Retail expansion: Entered nearly 300 Sephora stores across North America in 2025, a major leap from its DTC beginnings.

Press recognition: Featured in Vogue, Allure, Byrdie, InStyle, Hypebae, and Beauty Independent, with multiple “Best of Beauty” awards.

Cultural buzz: Theraplush hand cream went viral on TikTok and Instagram for its refillable pod design and indulgent formula.