Consumer habits have been significantly impacted by the pandemic. The situation has benefited certain sectors, such as solid cosmetics.
The hygiene and beauty market was not spared, with a decline of -22,4% compared to 2019 during the first lockdown and -2,6% during the second lockdown across all distribution channels.[1].
This sector was no longer supported by specialized channels, all of which were forced to close. At the same time, we are seeing a return to basics among consumers, abandoning high-value products like makeup and perfumes. Due to the health crisis, soaps sold very well.
The hygiene and beauty market also declined in specialized organic networks in 2021 compared to the previous year.
The solid cosmetics sector nevertheless held its own, with growth in all solid forms of the hygiene section: + 3 points of market share in 2 years (2019-2021). Solid shampoos alone gained 2,3 points of market share vs. 2019, reaching 21,3 points of market share. Deodorants (stick, powder or solid) gained 2,1 points of market share in 2021 versus 2019. The different forms of toothpaste (solid, powder, lozenges) increased by 1,7 points from 2019 to 2021.[2]
13,4 million French people bought solid cosmetics in 2020, or more than a quarter of adults. According to an OpinionWay study for Alkemics, 43% of French people find that hygiene and beauty products are generally too packaged.[3]. And it is true that the impact of the bathroom in terms of bottles is considerable: according to the Belgian company Wash Wash Cousin®, a family of 4 people consumes on average 30 bottles of shampoo, 30 bottles of shower gel, 30 tubes of toothpaste and 30 deodorants per year. This is why consumers sensitive to sustainable consumption are turning out of conviction to solid versions with numerous advantages: zero waste, practicality, economic gain...
From ancestral recipes to innovative formulations
While solid soap is nothing new, with the iconic Marseille and Aleppo soaps, manufacturers are striving to develop varied and high-quality formulas. Shape, scent, and lather volume... Each consumer can find the qualities they are looking for thanks to a constantly expanding range.
The more recent solid shampoo is gaining legitimacy. While it initially left many skeptical, the proliferation of options and consumer experience has led to a positive shift in its acceptance within households.
As for solid toothpastes, they come in different forms: lozenges, powder, solid stick, etc.
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 around three bottles of liquid shampoo;
- They are convenient for traveling – no problem on the plane with the limitation of liquid products;
- Their formula is natural – water-free, no need for preservatives!
- Their minimalist concept – a single product can often serve several purposes, it frees up the bathroom drawer and the toiletry bag!
Brands committed to the planet
A pioneer in the solid sector, the company 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, colored, sensitive scalp... Soaps, shaving bars, deodorants, shea butter, makeup removers complete the range.
The Green Emporium is the latest creation from Laetitia Van de Walle, founder of Lamazuna. Her new version of solid shampoos is available exclusively for supermarkets and hypermarkets. Limiting as much as possible the plastic waste that suffocates the oceans is her fight! The Green Emporium has committed to this goal with Surfrider Foundation Europe.
Like before, is the story of a couple looking for eco-friendly products after the birth of their child, interested in the composition of soaps, among other things. One thing led to another, and the family business grew to offer several variations of soaps, a powder deodorant, a solid cream, a solid makeup remover, laundry detergent, dishwasher powder, and more, as well as cotton accessories. Their offering has recently been expanded to include linen and cotton clothing.
Dill means "nature, well-being,"," environment» in Breton. For the two founders, Marion and Boris, originally from Lannion in the Côtes d'Armor, this word takes on its full meaning. Originally offering four types of artisanal deodorants, the brand quickly grew thanks to the success of its Ulule campaign. Today, the range includes, in addition to deodorants, solid shampoos, toothpastes, face and body creams, and more. The small glass jar with the wooden spatula is now its trademark!
Specialist in cold saponified soap since 2009, Gaia offers soap in all its forms: superfatted soaps, Marseille soap (made from olive, olive coconut or olive coconut and hemp), Aleppo soap, baby soap, superfatted soap with antiviral action, etc. Toothpastes and solid shampoos are also part of its range.
The company's plant-based ingredient powders are packaged in attractive recycled cardboard boxes. Powder beautify hair naturally. Inspired by Ayurvedic traditions, these powders are available either pure (marshmallow, neutral henna, Moroccan rhassoul, green clay, neem, sidr, etc.), or pre-mixed to offer the best hair masks (repairing, enhancing, detoxifying, "no poo"). Pure powders have several uses (dry shampoo, skin mask, etc.). For each, the site offers adapted recipes.
Promoting the white oyster shells harvested along the Breton coastline, that's the great idea of Perlucine which has made it into attractive cosmetics. Oyster shell, rich in trace elements and mineral salts, remineralizes the skin and hair. Shower gel, shampoo, deodorant, facial cleanser... The powdered products are to be mixed with a little water. Its shampoo powder received the Natexpo 2021 Silver Trophy.
Wash Wash Cousin®, a dynamic Belgian company, believes the time for action has come. With its solid products for the face, body, and hair, the company strives for zero waste at home and seeks to make its products accessible to as many people as possible. Pleasure, practicality, and effectiveness are its leitmotifs.
Smart accessories
To support consumers in their zero waste transition, Lamazuna develops practical and suitable accessories. The incredible organizer of Lamazuna Keeps solid cosmetics dry while keeping them separate. Thanks to its illustrated double-sided grids, you can easily identify your hair, body, or facial product. No more confusion! Easy to use, it can be stacked, placed, or hung. Eco-designed, it comes with a lifetime guarantee.
I love my teeth won the Natexpo 2021 Silver Trophy in the Home and Personal Products and Services category with its Magnetic soap dish allowing you to keep your solid product dry in the shower by hanging it on a wall with a suction cup. It helps maximize the lifespan of solid soaps and shampoos. An accessory that quickly becomes a must-have!
Natexpo welcomes these brands committed since their creation to reducing waste during its next edition, from September 18 to 20, 2022 at Eurexpo Lyon.
[1] Source: Ecommercemag.fr: “The hygiene and beauty sector driven by e-commerce in France”, https://www.ecommercemag.fr/Thematique/retail-1220/barometre-etude-2168/Breves/secteur-hygiene-beaute-porte-e-commerce-France-359522.htm
[2] Sources: Agence BIO, BioAnalytics, INC, biolineaires.com: “Expert views: solids consolidate their position in the hygiene section of organic stores”, by Bernard Ollié, Good, March 2022
[3] Source: LSA: “Hygiene-Beauty: zero waste objective” https://www.lsa-conso.fr/hygiene-beaute-objectif-zero-dechet,383063