With solid shampoo on the rise,
Solid shampoo is making a serious come-back. 21st century environmental and healthfulness concerns have ushered the return of powders and bars to wash one's hair, decades after liquid shampoos wiped them off the map of hair care routines.
Why is that Well, because eliminating water from shampoo comes with a host of advantages: the end of the plastic bottle as the dominant packaging solution, a smaller carbon footprint thanks to reduced transportation emissions, the possibility of doing away with preservatives and generally shorter and more natural-based ingredients lists.
As a result, all the major global players in the personal care industry have launched solid shampoo products over the past few months, proving that this niche has gone mainstream. 'Our goal is to demonstrate we have the right ingredients for these types of products,' continues Stephanie. 'We've conducted a customer survey and have been reaching out to experts to gain expertise, because this is a new field for us as well.'
We care about the impact of single-use plastic on the planet and on human health. We are here to help innovate on the shape and form of hair care products that will cut down on packaging waste in the future.
Stephanie Neplaz, International Head of Innovation Marketing for hair care, Novecare,
Shampoo formats for the future
The main challenge now is to improve the performance and practicality of solid shampoos by working on their formulation. Issues such as premature disintegration, substandard ease of use and the difficulty to carry the product around are hindering consumer adoption. Many different formats have been launched to try and avoid these problems: in addition to bars, manufacturers have created powders, sheets and single-use pads, for example. 'But new and improved formats need to be developed to overcome these hurdles and fully develop the market,' confirms Stephanie.
The big international players mentioned above are
Towards more natural-based hair care formulations
The ingredients in question fit into three categories - the three elements you need to formulate a solid shampoo: cleansing agents, mild amphoterics & binders (to decrease irritancy and increase lather quality), and conditioning ingredients.
'In this market where consumers tend to seek products that are as safe and natural as possible, we have the advantage of offering many natural-based ingredients,' details Stephanie, 'as well as ingredients suitable for sulfate-free formulations.' These include the guar-based Jaguar line (
'Though the overall performance of the product remains the priority, the move towards biodegradable, non-ecotoxic and natural shampoos is clearly the trend here, and we're completely aligned with that,' adds Stephanie. 'We care about the impact of single-use plastic on the planet and on human health. We are here to help innovate on the shape and form of hair care products that will cut down on packaging waste in the future.'
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