Category
Lifestyle
Assisted Choices
3.9
Trend score
Trend
What is the Soap-Free trend?
Soap-Free: Skin and haircare brands are increasingly offering soap-free cleansing bars, washes and shampoos. These products service people with sensitive skin, or hair that's prone to dryness and breakage.
Insight
The consumer insight behind the Soap-Free trend
As cosmetic industries expand their product ranges with new innovations, formulas and benefits, consumers are increasingly expecting products that align with their most specific needs. The more personalized a brand can get, the more loyal the consumers' it's targeting will be to its products.
Trend themes
Themes within the Soap-Free trend
Three behaviours holding the trend together01
Soap-Free Cleansing Trend
The rise of soap-free cleansing products specifically to cater to individuals with sensitive skin and hair has created opportunities for brands to tailor products that align with consumers' most specific needs.
02
Personalized Product Range Expansion Trend
As cosmetic industries expand their product ranges with new innovations, formulas and benefits, consumers are increasingly expecting products that align with their most specific needs, providing brands opportunities to create more personalized products.
03
Enhanced Intimate Skincare Rituals Trend
With consumers prioritizing enhanced intimate skincare practices as part of regular self-care routines, brands are developing niche, gentle and safe offerings designed to be used in sensitive skin areas.
Industry implications
What the Soap-Free trend means for industry
Where the trend changes the playbookFor
Clean Beauty Industry
The movement towards cleaner beauty products with all-natural and organic ingredients has made room for brands to develop soap-free products that cater to individuals with sensitive skin and hair and promote safe and effective cleansing.
For
Sustainable and Environmentally-Friendly Industry
The trend towards soap-free cleansing products is in line with the sustainable and environmentally-friendly movement as brands aim to reduce waste and the use of single-use plastics through revolutionizing traditional product formats.
For
Personalized Skincare Industry
The trend of creating more personalized product ranges as part of skincare industry expansion has provided opportunities for brands to create more tailored products that fulfill specific skincare and hygiene needs, including soap-free cleansing options that meet the needs of those with sensitive skin and hair.
Workshop question
How is your brand prioritizing consumers' more niche needs and preferences?
Trend signals
Trend signals for Soap-Free
Trend score 3.9 out of 10, from popularity 65%, activity 43%, freshness 10%.
Popularity65%
Activity43%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Soap-Free trend
4 featured examples from Apr 21, 2020 to Jun 22, 2021CategoryLifestyle
PH-Balanced Intimate Care Products
The Frank Body Clean Body Wash is Gentle, Vegan and Soap-Free
Companies can leverage the growing demand for gentle and safer skincare products to offer clean and vegan skincare options for all skin types.
CategoryFashion
Soap-Free Body Bars
Foamie's Two-in-One Papaya & Oat Milk Body Bar Cleanses and Moisturizes
Alternative ingredients and eco-friendly packaging can provide innovative solutions for personal hygiene products.
CategoryEco
Unscented Biodegradable Solid Washes
BRAVO SIERRA Debuted the Eco Hair & Body Solid Cleanser
The personal care industry can capitalize on the demand for eco-friendly products by developing biodegradable and sustainable options to reduce environmental impact.
CategoryFashion
High-Quality Shampoo Bars
Odacité's 552M Bar Promises Professional Results Without Plastic Waste
The trend towards eco-friendly and natural ingredients creates opportunities for disruptive innovation in the personal care industry to cater to consumer demand.
