The hair and body mist categories are making a massive splash among beauty consumers this summer.

OUAI, driven by its community’s obsession with the scent of its St. Barts Scalp & Body Scrub, has now launched a standalone multifunctional mist sporting a gourmand twist. The St. Barts Hair & Body Mist ($28 for a 3.3-oz bottle) is the brand’s biggest product launch to date, noted Amanda Martinez, Senior Director of Social Media & Content at OUAI. And since launching in all 571 Sephora doors in May and on Sephora.com in April, the SKU has been outperforming in categories beyond fragrance thanks to a trending social narrative: the Summer of St. Barts.

Following suit and solidifying the rise of the multipurpose product fragrance trend (in 2023 NielsenIQ reported consumers would crave nontraditional fragrance approaches) comes Kopari Beauty’s expansion into clean fragrance with Paradise Found. The scent collection is comprised of four hair and body fragrance mists; each 4-oz bottle retails for $29. The items are sold on Kopari Beauty’s direct-to-consumer site as well as Ulta.com. Scents enter Ulta Beauty stores on July 14.

Both brands and their respective hair and body mists share a common theme: social listening.

“We have a really clear picture of who we’re talking with, not who we’re talking to, and I think that makes a really big difference in why we have such longevity on Instagram, and why we were found on TikTok, and continue to grow where we grow,” Martinez said.

While content cannot replicate the tangible aroma of a fragrance, OUAI’s agile social team of four works to enhance a product’s visibility through strategic content creation. The brand also utilizes a custom Club OUAI content creator network, which ranges from the higher end of Gen Z and the lower end of Millennials. Along with its in-house social staff, who creates content that focuses on emphasizing the demand side of St. Barts, OUAI has partnered with several micro creators to disseminate their story and immerse viewers with the benefits of the product via OUAI’s TikTok channels. Martinez said that since there is no single face of OUAI, both short and long-term content creator partnerships and the brand’s in-house content team allow for a robust and diverse creator economy.

While the St. Barts Hair and Body Mist is at the center of OUAI’s nod to summer content, Kopari Beauty is leveraging the success it saw from its sunscreen launches earlier this year. The brand seeded its Paradise Found Hair and Body Mists to more than 550 content creators, and during the last week of July it will create a massive destination opportunity with influencers in Punta de Mita, Mexico to inaugurate the launch. Susan Kim, CEO of Kopari Beauty, added that the next phase will be all about continuing momentum and utilizing its community as a feedback loop. “It’s so difficult being a very D2C-born brand to launch a fragrance online. How do you [communicate] to the consumer some of the education needed to sensorially visualize what the fragrance might be through,” she asked.

Kopari Beauty’s content creators helped craft a story to then utilize different hooks in paid performance, which Kim said is an important part of its content flywheel. “Beyond that, we seeded influencers who just love the category of clean, who love fragrance, and who love our brand.”