Cheeky Physique: a new category of body care arrives

By Deanna Utroske

- Last updated on GMT

Cheeky Physique: a new category of body care arrives
A small selection of brands on the market today are taking the healthy aging approach to body care. These body contouring, skin fitness, and anti-aging brands are all about plumping, firming, smoothing, tightening, and treating skin with the same care and efficacy that facial skin care readily delivers. Cosmetics Design sat down with Lucy Splichal, co-founder of Cheeky Physique to learn more.

Cheeky Physique founders Lucy Splichal and Jesse Jimenez find themselves in good company. Well-known and well-backed brands including Nannette de Gaspé, Victoria’s Secret, and Mio (a brand acquired by The Hut Group in late 2017) are all in on the better body care trend.

The Uplift Revealed collection from Nannette de Gaspé comprises two luxury dry mask products: Uplift Revealed BUST, plumping and lifting techstile infusers for the bust; and Uplift Revealed TUSH, plumping and lifting techstile infusers for the tush.

Victoria’s Secret sells Bust Boost Cleavage Plumping Cream, Booty Lift Butt Enhancing Cream, and Leg Lust Perfecting Leg Shine, among other body contouring skin care.

And the Mio product portfolio includes Mio Skincare Shrink to Fit Cellulite Smoother, Mio Skincare Boob Tube + Multi-Action Bust Cream, and a whole range of firming serums.

Cheeky Physique

Splichal and Jimenez launched Cheeky Physique at the start of 2017 with the Cheeky Cups body contouring kit (2 silicone massage cups, an instruction manual, and a travel pouch) and a handful of other SKUs.

“Traditionally used to boost circulation and detoxification, the act of cupping boasts fantastic skin-smoothing benefits, targeting cellulite in ways that creams simply cannot,” ​explains the brand’s press material.

Now Cheeky Physique sells a full line of “targeted body care” ​products, including:

  • Sublime Lips, a lip plumper formulated with Manuka Honey
  • Tummy Sleek, a skin toning product for the tummy and waistline
  • Arm Sleek, an upper arm firming serum
  • Sublime Curves, a derriere shaping cream
  • Sublime Uplift, neck and décolleté firming serum
  • Sublime Bust, a volumizing bust serum
  • Contour Sleek, cellulite firming body oil
  • Shimmer Sleek, a firming body illuminator

The product benefits are, generally speaking, visual tightening, skin firming, and increased micro circulation, Splichal tells Cosmetics Design. She’s working with ingredient suppliers like Lipotec and Provital and even includes trademarked ingredient names (such as Actigym and Voluplus) on the front of many Cheeky Physique bottles.

This calls attention to not only the active ingredients, but also helps consumers make the connection between the product’s playful names, the formulations, and the efficacy – a challenge for these new body-contouring products.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.



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