It’s official: bar soap is back. New research forecasts the global bar soap market will be worth $3115.7 million USD by the end of 2025, and grow at a CAGR of 1.1% between 2020-2026.
What’s behind the spike in bar soap’s popularity? A consumer desire for more eco-friendly products, an explosion of bar soaps that target common skincare issues, and exciting luxury offerings that deliver high-end experiences. In other words: the bar soap boom is on.
What happened to bar soap?
Bar soap fell out of favor for consumers for two key reasons. The first? Unsubstantiated claims that bar soap was unhygienic and “collected” germs and transferred bacteria. While multiple scientific studies have since disproven these false theories, many consumers still made the fear-based switch to liquid or gel facial consumers.
Additionally, bar soap experienced a dip in usage, as many consumers believed the bar formulations were too harsh and stripped the natural oils from the skin.
“The main concern one might have when deciding whether or not to make the shift from liquid cleanser to bar soap are the ingredients,” explains Bustle. “Washing hands with soap often leaves them dry, so the concern that this principle applies to your face as well is totally valid.”
However, with many skincare experts and dermatologists now cheering on the powers of time-tested bar soap, more and more consumers are making the switch back to the bar.
Planet-friendly soap
One of the key drivers for the recent comeback of facial bar soap is the humble bar’s minimal packaging. Bar soap typically needs very little packaging, and can even be sold completely package free. For environmentally concerned consumers, the lack of plastic surrounding bar soap is a huge reason to move away from liquid or gel cleansers.
“The backlash against single-use plastic, swapping bottled hand-and-body wash for a traditional bar of soap has been one way to get a little more eco-friendly,” explains Carly Cochrane. “Liquid soaps take five times more energy to produce and use 20 times more packaging, plus last half as long as a bar – so you’ll be saving your money and the environment: it’s a win-win.”
As consumers seek out more and more planet-friendly options for their skincare products, it’s no surprise bar soap has become an eco-conscious buyer’s hero product.
More choices, better options
Another reason bar soap sales are soaring is the uptick in customized soaps that target specific facial skincare needs. While bar soaps of the past were often viewed as a “one-size-fits-all” product, today’s bar soaps can cater to every skincare issue, from acne to psoriasis to anti-aging help. Even more enticing to consumers? Bar soaps can hit a variety of trending, niche claims, like vegan or organic.
“There is far more variety of soap bars on the market, including bespoke soaps available for various skin conditions,” dermatologist Dr Anil Budh-Raja told The Independent. “Boutique, trendy and high-end soap brands that are visually and olfactory appealing are also flooding the market and often have some high quality ingredients such as salicylic acid, hyaluronic acid and anti-inflammatory herbs and essential oils that are all beneficial for skin health.”
Today’s bar soaps can cater to every skincare issue.
For educated, savvy consumers, the many new bar soap options offer a personalized, customized experience for their skin that simply can’t be beat.
Luxurious lathers
Finally, many experts point to the recent surge of high-end, prestige bar soaps for the recent spike in consumer purchasing.
“There’s just something a little more luxurious about unwrapping a fresh bar of soap than squeezing a dollop of gel from a plastic tube. With much of the demand coming from the higher end of the market, you can expect luxury soap to be the next big trend,” explains Cosmetify.
With decidedly high end facial bar soap offerings from purveyors like Chanel, Drunk Elephant, and Jo Malone, it’s clear bar soap has shed its old reputation and officially moved from “slimy” to ultra-chic.
A bubbly blast from the past
Bar soap is back in business, as consumers seek out plastic-free, eco-friendly options to green up their skincare routines. With plenty of room for innovation from formulators, the future of bar facial soap is ready to foam over.
