Beauty bars have yet to fulfil their potential. So what do experts think the category needs?

By Julia Wray | Published: 7-Feb-2024

Solid shampoos, conditioners and moisturisers have been touted as the green future of beauty, but here’s what beauty bars need to succeed

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Beauty bars were predicted to take off at the start of the decade, so why is the format struggling to gain altitude?

Cast your mind back to 2020 when Garnier kicked off the solid shampoo revolution.

The L’Oréal-owned label was by no means the first to drop a shampoo bar – Lush is famed for its packaging-free, ‘naked’ goods, while relative newcomers like Ethique and KinKind were also generating buzz for their solid formulas.  

But with its Ultimate Blends Shampoo Bars, Garnier became the first mass brand to enter the solid shampoo race.

This industry breakthrough was swiftly followed by the likes of Procter & Gamble across its Head & Shoulders, Pantene, Herbal Essences and Aussie ranges, and Wella via its (then brand new) weDo/ label.

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