The ‘solidification’ of liquid shampoos and conditioners

This article will first explore the challenges and limitations of currently available shampoo bar formulations. It will then offer a revolutionary technology which allows improved performance and consumer acceptance, not just for solid shampoos but also for conditioners and other liquid products, instantly dissolving powders, tablets and paper sheets. It offers the personal care industry the opportunity to re-develop a wide range of existing cosmetic formulations into solid forms.

Shampoo bars and other solid formats are growing in popularity worldwide. The last five years have seen an exponential increase in shampoo bar launches, from around 50 in 2016 to around 700 in 2021. This trend is likely to continue apace due to the unique drivers involved (Figure 1).

Unlike many drivers in our industry, it is clear that sustainability is more than just another fashion trend. The issues are real, widespread and extremely well documented. Furthermore, these issues are not going to go away.