SOLE TRADERS: A THIRD OF AUSSIES SAY THEY’D SELL FEET PICS

• Another third say they'd prefer to look at feet pics than speak in public or go to the dentist[1]
• Canesten partners with feet pic creator Layla Kelly who shares her top tips for capturing 
  and sharing tootsies online
• Canesten launches Best Feet (Selfie!) Competition giving Aussies a chance to walk their way to a potential $10,000 and national foot fame

Sydney, Australia - 1 October 2025: Turns out twinkling a good set of toes might just be many Aussies' next side hustle. In this economy, selling feet pics isn't a kink — it's a career move. New research of over 1,000 Australians commissioned by Canesten reveals that over a third (36%) of Aussies have either sold or considered selling their feet pics in the past 12 months1. With the cost of living creeping up faster than a fungal infection, more than three quarters (77%) of Aussies are taking the leap with their feet to ease the financial pinch1. It's clear that times are tough and toes are trending.

Canesten is giving Aussies the chance to cash in — whether they've already dabbled in toe-tography or are just foot-curious. Announcing the hunt for Australia's Best Feet (Selfie!), Canesten is encouraging Aussies to put their best feet forward, without the fungus. 

With 70% of employed Aussies juggling a side gig, from delivering Pad Thai, to flipping furniture, more are now considering how their piggies could pay the bills.[2] Just make sure they're fresh, fabulous, and fungus-free because nothing kills the vibe (or the deal) like a rogue rash between the toes.

NEW RESEARCH: ARE AUSSIES HEAD OVER HEELS FOR FEET? THE TOE-TALLY WILD TRUTH IS IN

Feet: fabulous or feral? Australia is a nation divided and slightly unhinged when it comes to those ten little sausages at the end of our legs. According to the new research, we're living in the golden age of feet pics, whether we like it or not.

A whopping 36% of Aussies have either sold or seriously considered selling snaps of their soles in the past year, with nearly a third doing it just for laughs (30%) or because it's genuinely fun (28%)1. One in five (19%) say feet pics are straight-up gross, while 5% find them downright repulsive1. However, nearly 1 in 10 (8%) say they're into it because it turns them on, and 12% admit they'd sell their feet pics if their feet looked a little hotter1. 

When it comes to feet in general, almost half of the country (48%) doesn't have a strong opinion1. But dig a little deeper and you'll find that 16% love looking at feet, while 14% find them ugly, and another 14% just think they're gross1.

In the foot-versus-life showdown:

• 37% of Australians would rather look at feet pics than go to the dentist or speak in public1,
• 17% would rather look at feet pics than do the dishes (21% of men agree)1,
• and 29% - nearly a third - would prefer to break a bone than look at feet pics1.Three-quarters (74%) of Aussies agree fungal infections are a major turn-off1. 

THE MARKET FOR TOOTSIES: WHERE FEET PICS MEET FORTUNE 

While some Aussies still cringe at the sight of a sole, a growing number are discovering that their piggies could be a goldmine. There is a market for all types of toes online. Layla Kelly, feet pic content creator and Canesten Best Feet (Selfie!) judge makes more than $250,000 a year from snapping her toes, she's living proof that side hustles don't have to involve ride shares or crafts.

Layla says, "Whether you're a seasoned pro or snapping your very first feet pic, I encourage everyone to throw their toes in the ring - you never know what might stand out as Australia's Best Feet (Selfie!). With $10,000 up for grabs and a chance to score the kind of Aussie fame only feet pics can provide, now's the time to put your best foot forward - without the fungus, of course! We want to see all types of feet, but as I'll be crowning the winner, I'd recommend checking out my tips to make sure your feet are truly selfie-ready. Thanks to Canesten's antifungal treatments, there's no excuse - healthy, confident feet are always in season. I can't wait to see what Australia's got… I might even get inspired for my own next post!"

CANESTEN WANT TO TURN YOUR FEET INTO COLD, HARD CASH

The Canesten Best Feet (Selfie!) Competition is a chance for Aussies to walk their way to a potential $10,000 and national fame, and the nation is excited. Comedy kings and certified Aussie larrikins, the Fairbairn brothers, Lachlan and Jaxon, are primed and ready to encourage Aussies to show off their 'dogs':

Jaxon says: "When I found out Canesten was giving away $10 grand for Australia's Best Feet (Selfie!), I knew this was my shot. My feet might be a bit wonky, but apparently that's part of the charm. Blisters, bunions, bilbo toes - Canesten says weird is wonderful, so I'm in with a chance." 

Lachlan adds: "Jaxon's feet have seen some things. If character counts, he's a frontrunner. We love that Canesten's encouraging Aussies to put their best foot forward, fungus-free, of course, for a bit of fun and a shot at $10,000!"

BLAME IT ON OUR BAREFOOT CULTURE: WE ARE A NATION OF FREE-RANGE FEET

From beach days to backyard BBQs, Aussies love nothing more than ditching the shoes and letting the toes roam free. But this barefoot lifestyle comes with a slightly ickier downside — over 70% of us will cop a case of athlete's foot at some point in our lives[3]. Blame it on shared showers, sandy changerooms, and sweaty sneakers.

While nearly three-quarters (74%) of Aussies say fungal infections are a massive turn-off, the good news is that they're totally beatable1. With the right science-backed antifungal treatment feet can bounce back to tip-toe shape in no time.

Canesten, Australia's #1 range of antifungal solutions4 offers effective, broad-spectrum topical antifungal treatments that attack the root cause of athlete's foot. So, whether you're walking barefoot around the supermarket, gym lockers, or beachside showers, Canesten supports your feet so you can enjoy classic Aussie activities without the shame.

If you think you might have Australia's Best Feet, share your Best Feet Selfie for your chance to win AUD$10,000. Before entering, visit the website to learn how to get your feet in tip-toe shape with renowned foot pic creator, Layla Kelly. Australians 18+ can enter by submitting their feet pics to the site and rallying their mates, family, and foot fans to vote. Enter now via the Canesten website.

For more information, visit: www.canesten.com.au/bestfeetselfie

ENDS

NOTES TO THE EDITOR

For further information:
DEC PR | canesten@decpr.com.au 
Alex Durward: 0401 947 074 | Zoe Noble: 0400 726 414 | Louisa Parkinson: 0457 040 243

About the Canesten Best Feet (Selfie!) | www.canesten.com.au/bestfeetselfie

The Canesten Best Feet (Selfie!) competition is your chance to walk your way to AUD$10,000 and the kind of Aussie fame only feet pics can provide. Australians 18+ can enter by submitting their feet pics to the microsite and encouraging their friends and family to vote for them. 

The Top 10 Finalists will be picked by most public votes, and each will win a AUD$100 Chemist Warehouse Voucher so their feet stay selfie-ready with Canesten. 

Our Canesten Best Feet (Selfie!) judge, Feet Pic Creator Layla Kelly, will then work with the Canesten team to choose the best feet pic out of our 10 finalists, crowning the ultimate winner of Australia's Best Feet (Selfie!) and the lucky recipient of AUD$10K!

About the research

Research commissioned by Canesten and conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1,005 Australians 18+. Surveys were distributed throughout Australia including both capital city and non-capital city areas. The survey was conducted online amongst members of a permission-based panel, between 28 February and 3 March 2025. After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics.

About Canesten | www.canesten.com.au 

Our mission is to free people around the world from the discomfort of intimate and fungal skin conditions - because we believe that nothing should stop you from living your life as you love it, comfortably and confidently. That's why we're dedicated to help you with effective, science-based, innovative solutions and reassuring knowledge: so you can feel in control of your intimate and skin health, and have one thing less to worry about when it matters.  

Always read the label and follow the directions for use.

[1] Research commissioned by Canesten, facilitated by Lonergan (March, 2025).

[2] Inside Small Business, 2025.

[3] Brooks KE et al. Clin Podiatr Med Surg 1996.

4 IQVIA Value % Market Share topical antifungal solutions (excluding nail), MAT 31/8/25