Solid Format

Evolution
Solid Formats Market Trends & Insights
03/15/2023 - Version Two

S T E P H E N S O N P E R S O N A LC A R E . C O M
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The future of solid formats is here.

Over the last 5 years, there have been many brand launches
of solid format products from solid shampoos, conditioners,
full body bars, deodorant sticks and more. It isn’t surprising
that as pressure grows from consumers realising it’s now or
never for our environment, in spite of facing of economic
turbulence.

Brands are increasingly launching solid applications or

turning to recycled plastics or refillable packaging.

Join the evolution. In this guide we explore current market

trends and opportunities of solid personal care products
that we believe would benefit your business and customers
for 2023 and beyond.
003 ENVIRONMENT

Ethical & Wellness

Driving The Solid
Evolution
 E nvironment

Environment Priority
There has been a significant increase in
customers opting for more sustainable,
ethical and zero waste options. So much

20% 24%
so, that they’re turning away from products
with unnecessary plastic packaging.
004
Bottled products still appeal offering naturalness naturalness
convenience, however, solid formats
for skincare and haircare present more
opportunities than ever before for new
product innovation.

This alone has caused consumers to trial

solid shampoo, cleansing body and face
bars, even more so in 2023. This will continue
into the future as brands diversify to capture
consumers making the shift from liquids to
solid format products.
Read more

Natural & Eco Credentials Waterless Formulations

Brands launched a number of new solid Zero or reduced water formulations continue to grow. In fact, the average person in the western world
format products which focused on self-care, Consumers expect brands to consider the impact of their consumes 140 litres of water a day.
wellness and environmental impact. Eco and products on the environment.
Sustainability is a main driver for customer purchases, therefore brands need
natural claims have been increasing.
We all know that our ever growing population and changing to address water scarcity, ingredient sourcing, sustainable manufacturing
In France and Germany, naturalness economic environment is placing increasing pressure on our practices, energy consumption, waste, packaging, transport etc. This is why
accounted for 20% and 24% of consumer limited natural resources. solid formats are revolutionising the personal care industry.
pre-purchase decisions.
 E nvironment

Wellness & Self Care

According to Mintel’s Total Wellbeing report,
Leading brands such as L’Oréal and Unilever have
consumers are looking for more product solutions
already pledged to reduce their water consumption and
to improve their general wellbeing from living
environmental impact for the future.
healthier lifestyles to decreasing stress levels.
Many solid products such as L’Oréal’s Garnier Shampoo Consumers now search specifically for products
Bar offer twice the usage of a liquid alternative, alongside to aid sleep, reduce-stress and spark happiness
being smaller, more transportable, with less-water and
Inclusivity is an increasingly popular emerging
005 environmentally-friendly packaged.
theme and where brands are welcoming and
caring for people of all shapes, ages, colours,
genders and lifestyles.

L’Oréal’s Garnier Ultimate Blends Shampoo Bar Range

Read more

Sensitive Skin
There is a significant opportunity for brands to
develop products formulated for sensitive skin as
mild-cleansing products have seen an increase
over the last year.

Syndet solid bar formulations can be

customisable with different ingredients to
formulate multipurpose applications for sensitive
skin. These can range from solid shampoo bars,
face cleansers, body bars and other applications.
Solid bases with a mild ph level like Syndopal, can The advantage of the Syndopal Range by
address sensitive skin issues. Stephenson is that they can be customised and
enhanced to appeal to variety of consumers with
different skin and hair types.
Read more
006 S oli d F ormat I nnovation

Opportunities
For Solid Format
Innovation
 S oli d F ormat I nnovation

H A I R C A R E P R O D U C T I N N O VAT I O N

Opportunities Exist For

007
Water-less Formulations
As consumers strive to live more sustainably, brands are
innovating with water-free formulations to help with the
effort. Solid bar formats are the natural place to start and
can have a lower cost per use than traditional water-based
formats, particularly in the haircare and bath/shower
categories.

Solid bars with skincare-style ingredients can create

a compelling case for consumer trial and promote
premiumisation. In addition, ease of product storing and
using can offer added consumer benefits. The global haircare market
There is also a significant opportunity to create products is expected to reach
that address scalp-care. Flakiness, sensitive skin and healthy
hair growth are just a few ways that this trend can address,
$105.3 billion by 2024,
as product innovation expands. with a forecasted annual
growth of 3.0% up to 2024

According to the Hair Future Forecast

from Pretty Analytics, a global beauty
industry research firm.

Read more
 S oli d F ormat I nnovation

Shampoo Bar Examples

008

New Zealand brand Ethique is all about L’Oreal creates a multi purpose Solid Foamie provide a quality experience
zero-waste Shampoo & Wash with 100% recyclable with vegan and cruelty free claims
packaging and zero waste
The Ethique eco/ethical (eg vegan, 100% Specifically focusing on solid format personal
palm-free) BPC brand from New Zealand puts Men Expert Barber Club Solid Shampoo and care applications, Foamie focuses on design,
zero-waste at the forefront. It offers solid Wash Bar provides the ultimate all in one - sustainability and a luxurious feel for your
products (including bar soap) in compostable hair, face and body solid shampoo and wash. hair and body. On the packaging it claims
packs designed to help “rid the world of Formulated with a soft PH and enriched with that 1 bar is the equivalent to 2 plastic bottles
plastic waste”. Cedarwood Essential Oil, this solid shampoo of liquid shampoo/conditioner.
and wash provides a full package solution.
Read more Read more
Read more
 S oli d F ormat I nnovation

Conditioner Bar Examples

009

Ethique Hair Conditioner Bar Kind2 Hair Conditioner Bar Funky Soap Solid Hair Conditioner

Ethique’s coconut solid conditioner bar The power of coconut and cocoa butter This is a solid conditioner bar for normal hair
boasts multi-tasking benefits such as a shave combined with argan, macadamia and shea and scalp. It contains sweet orange essential
bar and in-shower moisturiser for sensitive oils to detangle, hydrate and nourish your oil as well as cocoa butter and Argan oil
skin. Packed with organic fair trade coconut hair. to leave your hair smooth, shiny, soft and
oil, cocoa butter and vitamin B5 to smooth, conditioned with a sweet scent. It is an easy,
hydrate and fortify strands, Wonderbar is a Read more fuss and plastic free alternative to bottled
great alternative to liquid conditioners. conditioner.

Read more Read more

 S oli d F ormat I nnovation

SKINCARE

Combi Multi-purpose Bars

Opportunities For Combi bar formulations also present
opportunities for creating milder
Skincare Innovation products that are more natural and
suitable for face, body, scalp etc.
010 Brands can take advantage of launching products
The Ritual Bar from Joanna Vargas (right)
for sensitive skin, as there is a great deal of scope
is a nourishing face and body cleanser to
for more product development and innovation.
leave skin looking smoother and calmer.
According to Mintel’s report, A year of innovation
in soap, bath & shower 2020,

just 13% of Soap, Bath & Shower launches

in Europe in 2019 were suitable for sensitive
skin, and less than 1% use probiotics. Addressing Exercise or Travel
Multipurpose products are just one way
to appeal to customers, especially those
Tattoo-care is a niche, however also a potential
that need solutions for the post-workout
category to address sensitive skin concerns in the
product applications or travelling
skincare category.
applications with products such as 2-in-1
Read more
body bars, deodorising sports bars, solid
shampoo and body bars etc.

The media spotlight on health/wellness

can spur soap, bath and shower
products to more boldly emphasise
sensory colours/textures, feel-good
messaging and co-branding to help
people holistically feel better.
 S oli d F ormat I nnovation

SKINCARE Innovative Skincare with

Playful Shapes
The skincare and body care trends both are FarmSkin is bringing playfulness and
featuring less or no water use and eco claims. customisation to bar soap.
As consumers become more focused on Its Missing Puzzle Soap (right), in an array
sustainability, and specifically the increased of scents, is shaped like a jigsaw puzzle
011 desire to save water and buy products in piece and people can connect four
eco-friendly packaging, brands can be seen different variants together to create a
leveraging these eco-minded features.
bespoke option.
In the US 52% of soap, bath and shower
product users in 2020 tried to take shorter
Grove Collaborative’s new personal care
showers/baths to help conserve water, up
soap brand—features a collection of 10
by 22% from 2019.
bars said to promote scalp, hair and skin
As the shift in consumer demand for more eco- health. According to Peach, the products
friendly products continues to increase, the solid are 100% plastic-free and plant-based.
innovations such as solid shower gels and body Per the brand, each Peach shampoo or
butter scrubs are growing. conditioner bar is equivalent to two 12-
oz liquid product bottles. Each hand and
Bar soap used to be regarded as unhygienic/
body bar is equivalent to three 22-oz
inconvenient but eco and waterless on-trend
body wash bottles, while each facial bar
concepts and improved formulations are
is equivalent to one 4-oz cleanser bottle.
increasing consumer uptake.

Read more
 S oli d F ormat I nnovation

MARKET INSIGHT

Baby Care
012
Innovations
The global baby personal care market size was valued at
USD 5.67 billion in 2019 and is expected to expand at a
compound annual growth rate (CAGR) of 6.2% from 2020 to
2027.

Key popular trends within the market:

» Reduced consumption of water

» Natural and organic claims
» Sustainable packaging
» Safe for sensitive skin
In Brazil 70% of parents
Safety is the biggest priority and concern for parents. of children aged under
Protecting and caring for babies sensitive skin remains
18 think safety-certified
strong within the market – 53% of baby personal care is most important when
launches in Europe in 2020 mentioned suitability for sensitive choosing products for
skin.
their children
Eco packs were notably fast growing (by 17
percentage points) appealing to 29% of UK parents In the US 38% of parents
of 4-0s* who choose babies’/kids’ personal care
of children aged 3 and
under trust brands to use
only safe ingredients
 S oli d F ormat I nnovation

Bar Examples

013

Baby Secret Amino Acids - Baby Hand Donggubat - eco solid formats: ethical
Soap with amino acids for protection by supporting the disabled

New in the Baby Secret Amino Acids brand Donggubat, a social venture that helps the
is Baby Hand Soap with acids to protect skin disabled community and produces solid
‘from the first day’ from external aggressors, plastic-free products (including baby wash)
wash away impurities and soothe and clear with eco package
eczema, mosquito bite spots and other
blemishes on baby’s skin. Read more

Read more
 Introducing The
Syndopal Range
®

014 We’re excited by the rising popularity of solid formats -

different shapes, colours and aromas of shampoo and
body bars are popping up in-store and online.

Similarly, consumers are trying more new product

applications from deodorant sticks to full body bars,
facial cleansers, shampoos even conditioning and scalp
care bars.

Conscious consumers are a driving force in the personal

care industry, and moisturising beauty bars are no
exception. So, expectations and stakes are high for
brands interested in sustainable and environmentally-
friendly skincare, haircare and grooming bars without
compromising performance.

With the expansion of our Syndopal range,

manufacturers and brands can now personalise and
create bars with better performance and sustainability/
ethical claims (sustainable sourcing, processing,
packaging and transporting) to support ongoing
consumer demand.
 S y n d opal R A N G E

Syndopal SC 400-MB ®

For manufacturing soap-free body & facial cleansing bars

015 Syndopal Solid Cleanser 400-MB is a unique syndet base for body & facial
cleansing applications. This RSPO MB soap-free syndet gives brands and
manufacturers the versatility to create dermatologically tested solid
format bars.

F E AT U R E S

» Chelate Free » Dermatologically tested –

» Ultra-mild - suitable for sensitive skin safe on skin
» 100% soap free » Paediatric approved -
» Neutral pH 5.0 - 6.5 safe for use on children
» Certified sustainable RSPO-MB » Patented technology
» Readily biodegradable » Ophthalmologically tested - Safe to use
» Vegan around eyes
» Natural Origin 16128 (93.98%)

BENEFITS

» Nourishing – gentle on the skin » Zero waste

» Practical – bars travel friendly (TSA » Manufacturing at commercial scale - can
Approved for carry on) run on conventional extruded soap lines
» Lasts up to 2.5 x longer than liquids
 S y n d opal R A N G E

Syndopal SS 500-MB ®

For manufacturing mild high-foaming solid shampoo bars

016 Syndopal Solid Shampoo 500-MB is a high-foaming, soap-free syndet

base formulated to create a variety of solid shampoo bars. This RSPO-MB
syndet is over 95% natural and allows further customisation with extra
additives, resulting in high-performing solid shampoo bars with sustainable
credentials.

F E AT U R E S

» Natural >95% to the ISO 16128 standard » Readily biodegradable

» High-foaming performance » Vegan
» Optimised specifically for haircare » Paediatric approved - Safe for use on
» 100% Soap free children
» Neutral pH 5.0 - 6.0 » Patented Technology
» Certified Sustainable RSPO-MB » Dermatologically tested - Safe on skin

BENEFITS

» Reduces plastic usage » Is concentrated – conserves water

» Is vegan friendly » Lasts Longer
 S y n d opal R A N G E

Syndopal SPS 501-MB ®

For manufacturing high-performance premium solid shampoo bars

017 Syndopal SPS 501-MB is the perfect starting point for brands and
manufacturers to create premium solid shampoo bars. This soap-free syndet
base has enhanced foaming properties, creating immediate dense foam with
a unique sensory experience. With the addition of a secondary surfactant,
Syndopal SPS 501MB cleanses the scalp and helps keep hair moisturised

F E AT U R E S

» High-foaming performance » Readily biodegradable

» Mild cleansing » Vegan
» Ultra-mild - suitable for sensitive skin » Natural 95.75% to the ISO 16128 standard
» 100% Soap free » Paediatric approved - Safe for use on
» Neutral pH 5.0 - 6.0 children
» Certified Sustainable RSPO-MB » Patented Technology

BENEFITS

» Nourishes hair » Is concentrated - conserves water

» Reduces plastic usage » Rebalances natural hair oils
» Boosts hair strength » Lasts longer – value for money
» Is vegan friendly
 S y n d opal R A N G E

Syndopal SHC 600-MB ®

For manufacturing ultra-mild luxurious solid conditioning bars

018 Syndopal Solid Hair Conditioner 600-MB is an ultra-mild extruded syndet

conditioner base. With scationic conditioning properties, Syndopal SHC
600-MB allows brands and manufacturers to elevate their hair care
offerings, creating the full solution with solid format shampoos and
conditioning bars.

F E AT U R E S

» Silicone free » Vegan

» Cationic – smooth conditioning » Patented Technology
» Certified Sustainable RSPO-MB

BENEFITS

» Creates natural shine and smoothness » Is travel friendly

» Reduces product build-up » Lasts longer – value for money
» Makes hair more manageable » Reduces plastic usage
 S y n d opal A P P L I C AT I O N S

Syndopal Range ®

Applications
019

2 in 1 Shampoo & Facial Cleansing Deep Cleansing Hydrating

Conditioner Bar Bar Shampoo Bar Shampoo Bar
More manageable & Soap-free, natural & Ethical, safe on hair Gentle and nourishing on
nourished hair ultra mild & scalp hair & scalp

3 in 1 Hair, Face 2 in 1 Children’s Volumising Exfoliating Body

& Body Bar Bar Shampoo Bar Bar
Soap-free, safe on skin, Safe and ultra mild on Rich foam, mild and Soap-free, formulated
hair & scalp children’s skin & hair smoothing on hair & scalp naturally & matches skin pH
 S y n d opal P A C K A G I N G

Packaging That Suits

020
Your Needs
Whatever quantity you require, whether it is a small
bag or something larger; the Syndopal range comes
in recyclable and convenient packaging.

Small Bag: 25kg

Offers convenient handling and sampling

Large Bag: 100kg

Convenient packaging for large scale production.
Our team of
technical product
experts are here
to help you
Get in touch with the Stephenson team today to find
out how we can support you in your upcoming projects,
developments and launches.

Get in touch
Contact Us
If you have a specific project, or Stephenson, Brookfoot House,
would like more information about Low Lane, Horsforth,
our Syndopal Range then please Leeds, LS18 5PU
contact our team: United Kingdom

+44(0)113 205 0900

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