Valentine's Day 2026: Love also goes through the feet

Valentine's Day stands for closeness, affection and small gestures that enhance well-being. People who feel emotionally connected also treat themselves more often. Self-care has long been more than just a lifestyle phenomenon – it is developing into a trend with growing economic significance. Current findings from GEHWOL foot care trends show that people in relationships treat themselves to professional foot care more often than singles. Love and well-being – sometimes both start at the bottom: with the feet.

For many people, Valentine's Day is a symbol of love, attention and closeness. It is often not the big gifts, but the small gestures that touch us: a moment shared together, a loving touch or simply the feeling of being seen and appreciated. Especially in a time characterised by stress, fast-paced lifestyles and constant availability, this need for emotional pampering is becoming increasingly important. Because love not only pampers the heart – it also strengthens the soul.

Self-care as a social trend

At the same time, one topic is becoming increasingly important: self-care. What used to be considered an occasional luxury is now an integral part of everyday life for many people. Care, relaxation and conscious time-outs are increasingly seen as important pillars of quality of life. Self-care is therefore no longer just a private lifestyle trend, but also a relevant factor for the health and wellness industry.

A growth market with billion-dollar potential

A glance at the market for professional beauty services shows that the need for well-being is also gaining economic importance: depending on the market research institute, the market for professional beauty services is currently growing by up to seven percent per year and is heading for a volume of up to 400 billion US dollars by 2030.¹ The figures make it clear: People are increasingly investing in services that promote not only external care but also inner well-being.

Partnership and care: an exciting connection

The connection between emotional attachment and the desire for moments of pampering is particularly interesting. The latest GEHWOL foot care trends² show that people in relationships treat themselves to professional cosmetic foot care more often than singles – 44 per cent compared to 34 per cent. Touch also plays a special role in relationships: women in particular (34 per cent) enjoy having their feet massaged by their partner.

These figures make it clear that closeness and affection are often expressed through small rituals – and foot care is an underestimated factor in well-being.

Love also goes through the feet

Whether as a shared Valentine's Day moment or a regular self-care ritual, feet deserve attention. They carry us through life – and at the same time represent relaxation, mindfulness and personal moments of well-being. Valentine's Day reminds us that love and well-being often begin where you might not immediately expect: right at the bottom – at your feet.

Sources

1. Grand View Research, Professional Beauty Services Market Size Report, 2024
2. GEHWOL foot care trends 2024/25 (Statista GmbH), n = 1,000 people in Germany aged 16 and over, representative online survey, March 2024

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