The rise of the waterless beauty movement and influx of solid formulations has brought the classic soap bar back into the spotlight. However, over the last year we’ve seen an upgrade to the soap bar from beautiful geometric designs and colours to the elevation of botanical ingredients infused within them. The addition of grains and peels to create exfoliating bars, lotion bars and cleansing bars have also taken a leap forward with examples such as Galinee’s (prebiotic skincare) Cleansing Bar selling out upon launch.
But what’s the appeal? It’s the convenience, the travel-friendly approach, the plastic-free and sustainable story. Pretty Analytics predicts these growing variations of the soap bar will have continued appeal beyond 2020 as formulations innovate towards a nature-driven approach.
Pretty Analytics plots data points relating to content highlighting the “waterless beauty trend” showing steady growth since 2015 with a 43% increase between 2016 and 2017 followed by an elevated 57% increase in trend content leading into 2018. Highlighting an area of the beauty industry that is open for innovation.