These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
As Australia's number one selling foot mask in pharmacies, Milky Foot offers an intense exfoliation treatment designed for at-home use. It utilizes a blend of Alpha-Hydroxy Acids (AHAs) and Beta-Hydroxy Acids (BHAs), such as glycolic acid, lactic acid, and salicylic acid, to break down the fibres holding dead skin cells together. This process causes the hardened, dead skin to peel away within three to seven days of a single 45-60 minute application, revealing soft, smooth skin underneath without the need for manual scrubbing or scraping. The formula is also enriched with soothing and hydrating ingredients like aloe vera, calendula, and chamomile to calm the skin during the exfoliation process. Its innovative 3D sock design ensures the formula effectively covers the areas of the foot that need it most.
Key Product: Intense Exfoliating Foot Mask
MARKET LEADER
Dermal Therapy offers a unique exfoliating foot mask that leverages a "4-way unique exfoliation" technology. This product is highlighted as Australia's only exfoliating foot mask that uses multi-layer penetration. It harnesses the power of urea, a key ingredient in podiatry for its hydrating and keratolytic (skin-softening) properties, along with salicylic acid, lactic acid, and glycolic acid. This potent combination penetrates deep into the skin layers to effectively remove hardened, dry skin and calluses. The treatment promises visibly smoother feet within two to three weeks and contains six natural skin-conditioning ingredients to care for the skin post-exfoliation.
Key Product: Exfoliating Foot Mask
MARKET LEADER
Marketed as "The Original Foot Peel" since 1997, Baby Foot has an iconic status in the foot care world. Its scientifically formulated gel, contained within booties, uses 17 natural extracts and fruit acids to gently break down and remove the layers of dead skin cells. The process is straightforward: after a one-hour application, the dead skin begins to peel away within a week, revealing baby-soft feet. The brand emphasizes its gentle formulation, which avoids harsh chemicals and instead relies on fruit acids to exfoliate and moisturize, making it a popular choice for those seeking a tried-and-tested solution for rough, dry, and cracked heels.
Key Product: Exfoliation Foot Peel
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
While search interest has shown some fluctuations, it has not demonstrated strong upward momentum and is now declining. Without sales data, it's difficult to assess commercial traction, but the recent drop in search interest indicates a potential cooling.
Search interest for exfoliating foot cream has been relatively stable but shows a sharp decline in the most recent period. This suggests the trend may be reaching its peak and starting to cool off.
Google Trends (12 Months)
TikTok Posts
42 posts analyzed
Go-To Skincare
An Australian author, former beauty director for Cosmopolitan and Harper's BAZAAR, and founder of the skincare brand Go-To.
CeraVe
A major Australian beauty publication and platform whose editors and writers act as key influencers through articles and reviews on their 'Beauty IQ' section.
Scholl
Significant influencers in the Australian foot care market, providing professional recommendations for effective, science-backed solutions.