This article first appeared in Makeup In Paris newsletter and on Beauteamatch platform here.
Beauty is a sensory business where texture and smell can make or break a product. Manufacturers are always coming up with new and innovative concepts so let’s explore an interesting trend we observe in products : solid beauty.
While it is not something entirely new, with solid beauty products (like shampoo bars) being around for many years now, we see a growing interest from consumers and brands for such formats. Whether it is for their practical side or eco-friendly aspect, these products’ appeal and success have various sources.
First, the water-conscious movement continues gaining traction and with it the development of products using zero or very little water. Solid products like body bars are a perfect solutions for that. Many brands like Savons Stories, Umai or Hanahana have bars for the body to exfoliate or moisturize (acting as a body lotion) or the hair (acting as shampoo). These brands usually use biodegradable ingredients and compostable packaging to make solid bars that leave no trace and have the smallest impact on the environment.
The way such products are used is another reason explaining the interest for solid beauty. Indeed with bars, the product itself act as a massage tool and consumers now understand the benefits of massaging and actively research how to do self massages – proof being the popularity of gua sha stones and jade rollers. Having a serum or face moisturizer in a bar format is not only hydrating but also relaxing and toning (thanks to the massage done while applying it). Wellness being a major concern for consumers nowadays, we can only imagine that products providing relaxation on top of their usual benefits will keep on earning market shares.
Finally solid beauty products are easy to carry around and transport without the risk of spillage or the size limit of carry-ons in airplanes. It is an especially important point when it comes to makeup and that is why we have seen so many sticks booming on the market lately : blush, foundation, highlighter, eyeshadow, you name it. These products are easy to carry but also easy to apply and hygienic since you don’t really need to touch the product with your hands which is very handy when you are outside and need to touch up your makeup during the day.