Foot Care

Kaidron Weekly Survey

This week we checked in on the part of the beauty routine that gets talked about least but neglected most: feet. It turns out the community takes this more seriously than the category's low profile would suggest — most people carve out dedicated time for foot care at least weekly, and for a strong share it's become a genuine, regular part of their beauty routine rather than a last-minute fix.

The season shapes the routine more than almost anything else — care ramps up noticeably in spring and summer, driven by sandals, holidays, and simply seeing bare feet again. Dry and cracked heels dominate as the concern people most want solved, and the moisturising-and-nail-trimming basics show up in nearly everyone's routine, while the salon pedicure has quietly become optional for most.

For brand partners and collaborators, foot care is a category where proof beats promise: visible before-and-after results are, by a wide margin, the single biggest reason someone will try something new — well ahead of price, brand trust, or even recommendations from friends.

67.5% say visible before & after results would make them try a new foot care product

66.5% most want products to address dry or cracked heels

46% do noticeably more foot care in spring and summer

41.5% treat foot care as a regular part of their beauty routine

36% never get a salon or spa pedicure

Chapter One

More Attention Than the Category Gets Credit For

Foot care rarely gets the spotlight, but the frequency tells a different story — most of the community is doing something for their feet at least once a week, and it's earned a real place in the regular routine for many.

How often do you dedicate time to caring for your feet?

Occasionally29%

A few times a week25.5%

Every day21%

Once a week20.5%

Never4%

Is foot care part of your regular beauty routine, or only when needed?

It's a regular part of my routine41.5%

Only when my feet need attention32.5%

Only before special occasions or holidays14%

I don't really think about it12%

"Moisturising and nail trimming aren't optional extras — they're the baseline everyone starts from."

The routine may vary from there, but the fundamentals show up almost everywhere.

77.5% include moisturising in their routine

77.5% include nail trimming and filing

64% include exfoliating or scrubbing

Chapter Two

What They Want Products to Actually Fix

Dryness, roughness, and nail upkeep dominate the wish list — odour, by comparison, barely registers as a top concern.

66.5% Dry or cracked heels

62.5% Nail care

59% Rough skin in general

57% Hard skin or calluses

36.5% Tired or swollen feet

22.5% Odour

Chapter Three

A Routine That Follows the Calendar

Foot care is far more seasonal than most other beauty categories — and the salon visit has become the exception rather than the norm.

Do you change your foot care routine depending on the season?

68.5% change with the season

Yes, in some way — 68.5%

No, stays the same all year — 31.5%

The main goal behind foot care

44.5%

say soft and smooth skin is their main goal — well ahead of nail health, odour control, or pure relaxation.

How often do you get a pedicure at a salon or spa?

Never36%

Rarely29.5%

Every 2–3 months14.5%

A couple of times a year11.5%

Once a month or more8.5%

Where they usually buy their foot care products

Beauty retailer39.5%

Online22.5%

Pharmacy or drugstore19%

Supermarket14.5%

I get them as gifts4.5%

"Sandal season doesn't create the habit. It just makes people finally act on it."

A self-care ritual is the top trigger — but visible dryness and open-toed shoes aren't far behind.

33.5% are triggered by a regular self-care ritual

26.5% are triggered by noticing dryness or cracking

20.5% are triggered by wearing open-toed shoes or sandals

Chapter Four

What It Takes to Win a First Try

Proof outperforms everything else. Visible results and genuine reviews matter more here than price, brand familiarity, or even a friend's recommendation.

Visible before & after results67.5%

Positive reviews52.5%

An affordable price48%

Recommendations from friends or family37%

Clean or sustainable ingredients29%

A brand I already trust25%

Source: Kaidron Weekly Survey — Foot Care. All figures shown as a percentage of survey respondents; multi-select questions may total more than 100%.

Work With Kaidron

Want to reach an audience that actually acts on what they see?

This data belongs to a community of active beauty consumers — people who save, share, and recreate content daily. If you're a brand or creator looking to connect with them, let's talk.

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