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Solid cosmetics: growth in a changing market

Consumption habits were strongly impacted by the pandemic. The hygiene-beauty market has not been spared, with a decline of -22.4 % versus 2019 on the occasion of the first containment and -2.6 % on the occasion of the second containment across all distribution channels, according to the press.

This sector was no longer supported by specialized channels, all of which were forced to close. At the same time, consumers were returning to the basics, abandoning high value-added products such as make-up and perfumes. Soaps, on the other hand, sold very well in the health context.

The hygiene-beauty market has also declined in specialized organic networks in 2021 compared to the previous year.

The solids sector has nonetheless fared well, with growth in all solid forms in the hygiene aisle: + 3 market share points over two years (2019-2021). Solid shampoos alone gained 2.3 market share points vs. 2019, reaching 21.3 market share points. Deodorants (stick, powder or solid) gained 2.1 market share points in 2021 vs. 2019. The various forms of toothpaste (solid, powder, lozenges) gained 1.7 points from 2019 to 2021*.

Some 13.4 million French people bought solid cosmetics in 2020, more than a quarter of all adults. According to an OpinionWay study for Alkemics, 43 % of French people find that hygiene-beauty products are generally over-packaged, according to the trade press. And it's true that the bathroom's impact in terms of bottles is considerable: according to Belgian company Wash Wash Cousin, a family of four consumes an average of 30 bottles of shampoo, 30 bottles of shower gel, 30 tubes of toothpaste and 30 deodorants a year. This is why consumers who are sensitive to sustainable consumption are turning to solid versions out of conviction, with their many advantages: zero waste, practicality, economic gain...

From ancestral recipes to innovative formulations 

Solid soaps have been around for a long time, with the emblematic Marseille and Aleppo soaps, but manufacturers are constantly striving to develop varied, high-quality formulas. Shape, scent, abundance of foam... Every consumer can find the qualities he or she is looking for, thanks to an ever-expanding range.

The more recent solid shampoo is gaining legitimacy. While it left many people skeptical in its early days, the multiplication of the offer and the consumer experience has led to a positive evolution in its acceptance within households.

As for solid toothpastes, they are emerging in different forms: lozenges, powder, solid stick... A playful and innovative side that is increasingly appealing.

The benefits of solid cosmetics

Solid cosmetics combine several undeniable advantages:

  • More concentrated, without water, they are effective;
  • Responding to consumers' ecological motivations, they eliminate waste: no more bottles to throw away!
  • Another important point is the economic factor - one solid shampoo replaces about three bottles of liquid shampoo;
  • They are practical for travelling - no problem on planes with the limitation of liquid products;
  • Their formula is natural - no water, no preservatives!
  • Their minimalist concept - a single product can often be used for several purposes - frees up bathroom drawers and toiletry bags!

Committed brands

A pioneer in the solids sector, Lamazuna has been reducing household waste since 2010 by offering zero-waste alternatives and smart accessories. All hair types have their own solid shampoo: oily, dry, color-treated, sensitive scalp... Soaps, shaving loaves, deodorants, shea butter and make-up removers complete the range.

The Green Emporium is the latest creation from Lamazuna founder Laetitia Van de Walle. Her new version of solid shampoos is now available exclusively in supermarkets and hypermarkets. Her aim is to limit as far as possible the plastic waste that suffocates the oceans! The Green Emporium has joined forces with Surfrider Foundation Europe. Comme Avant is the story of a couple who look for eco-friendly products when their child is born, taking an interest in the composition of soaps, among other things. One thing led to another, and the family business grew to offer several variations of soap, a deodorant powder, a solid cream, a solid make-up remover, washing powder, dishwasher powder... as well as cotton accessories. Their range has recently been extended to include linen and cotton clothing.

Endro means "nature" or "environment" in Breton. For the two founders, Marion and Boris, originally from Lannion in the Côtes-d'Armor region of Brittany, this word takes on its full meaning. Initially offering four types of handcrafted deodorant, the brand rapidly expanded thanks to the success of its Ulule campaign. Today, in addition to deodorants, the range includes solid shampoos, paste toothpastes, face and body creams, and more. The little glass jar with the wooden spatula is now her trademark!

A specialist in cold-saponified soap since 2009, Gaiia offers a wide range of soaps: superfatted soaps, Marseille soap (olive, olive-coconut or olive-coconut and hemp-based), Aleppo soap, baby soap, superfatted soap with antiviral action, etc. Toothpastes and solid shampoos are also part of the range.

Powder's powders of botanical ingredients, packaged in attractive recycled cardboard boxes, naturally beautify hair. Inspired by Ayurvedic traditions, these powders are available either pure (marshmallow, neutral henna, Moroccan rhassoul, green clay, neem, sidr...), or already blended to offer the very best in hair masks (repairing, sublimating, detoxifying, "no poo"). Pure powders have several uses (dry shampoo, skin mask, etc.). For each, the site offers appropriate recipes.

Perlucine's idea is to make the most of the white oyster shells harvested along Brittany's coastline, and turn them into attractive cosmetics. Oyster shells, rich in trace elements and mineral salts, remineralize skin and hair. Shower, shampoo, deodorant, facial cleanser... The powder products are mixed with a little water. Its shampoo powder was awarded the Trophée d'Argent Natexpo 2021.

Belgian company Wash Wash Cousin believes that the time for action is now. With its solid products for face, body and hair, the company is working towards zero waste in the home and aims to make its products accessible to as many people as possible. Pleasure, practicality and efficiency are its leitmotifs.

Smart accessories 

To support consumers in their zero-waste transition, Lamazuna has developed practical, adapted accessories. Its organizer keeps solid cosmetics dry while differentiating them. Thanks to its two-sided illustrated grids, you can easily identify your hair, body or face product. No more risk of getting it wrong! Easy to use, it can be stacked, placed or hung. Eco-designed, it comes with a lifetime guarantee.

J'aime mes dents won the Natexpo 2021 Silver Trophy in the Home and Personal Products and Services category for its Magnetic Soap Holder, which lets you keep your solid soap dry in the shower by attaching it to a wall with a suction cup. It helps maximize the life of solid soaps and shampoos. An accessory that's fast becoming a must-have!

Natexpo welcomes these brands, which have been committed to waste reduction since their creation, to its next edition, from September 18 to 20, 2022 at Eurexpo Lyon.

* Sources: Agence BIO, BioAnalytics, INC, biolineaires.com

External resources
https://natexpo.com

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