Global Shampoo Bar Market Size, Trend & Opportunity Analysis Report, by Hair Type (Normal, Dry, Oily, Others), Distribution Channel (Online, Offline), and Forecast, 2024–2035

Market Definition and Introduction

The global shampoo bar market was valued at USD 15.69 billion in 2024 and is anticipated to reach USD 35.48 billion by 2035, expanding at a CAGR of 7.70% during the forecast period (2024–2035). Changing rapidly, beauty and personal care supplies like the bar shampoo have been branded as a disruptive alternative to the traditional liquid shampoo, with sustainability credentials and conscious consumer decisions driving this trend. An increasing awareness about plastic waste and the dangers of single-use packaging has catapulted the shampoo bar into popularity, giving way to eco-friendly brands as well as legacy FMCG (fast-moving consumer goods) companies reformulating their offerings in solid zero-waste formats. Consumers are slowly moving toward waterless alternatives for ease of travel, long-lasting nature, and a superior balance of functionality infused with environmentally conscious judgments.

Shampoo bars have an intricate storytelling about circular beauty and the zero-waste movement. Modern consumers, significantly millennials and Gen Z, are not willing to sacrifice one bit of sustainability for the sake of convenience anymore. Instead, they are betting on the goodness of lathering, nourishing, and scalp-cleansing shampoo bars that have reduced the carbon footprint of their making. What has happened is that, besides solving some specific user problems of dryness, oiliness, or colour protection, the multifunctionality of these bars has shifted their appeal from niche green consumers to mass premium ones. Furthermore, this change is gaining traction through the rise of direct-to-consumer brands that are positioning shampoo bars smartly as lifestyle products rather than mere hygiene essentials.

On the supply side, manufacturers are heavily supporting R&D for the preparation of pH-balanced, sulphate-free, and vegan products pertaining to some distinct hair types. The ability to incorporate herbal extracts, essential oils, and biodegradable surfactants has forged excellent differentiation avenues. Meanwhile, the strategies for global rollout have been fast-evolving, providing e-commerce platforms exciting exposure alongside distant traditional retailing. Collectively, this is charting a new definition of innovation in products, branding, and consumer expectation, priming the consumer for exponential growth in the few years to come.

Recent Developments in the Industry

Lush Cosmetics expands its portfolio of sustainable retail with the launch of new flagship eco-concept stores.

In 2024, Lush Cosmetics opened a new retail concept focused on eco-issues in London and Toronto, 100% devoted to packaging-free products such as shampoo bars. They feature refill stations, waterless beauty bars, and interactive educational spaces to raise awareness regarding plastic-free personal care solutions. With this strategic expansion, it responds to an increasing consumer demand for beauty retail models with sustainability at their core.

Procter & Gamble has launched a new eco-friendly solid shampoo line under the brand Herbal Essences, which is becoming available internationally.

In March 2024, P&G announced the international launch of its first solid shampoo bar collection under the Herbal Essences brand. Targeting numerous hair concerns ranging from frizz and dryness to oil control, the shampoo bars are made from plant-based ingredients, enclosed in recyclable paper packaging. This also represents wider initiatives outlined in P&G's sustainability roadmap to reduce plastic waste across its entire portfolio.

Unilever has partnered with TerraCycle to provide added circularity to its personal care product lines.

In 2023, Unilever further developed its collaboration with TerraCycle's Loop program to involve solid personal care products, such as shampoo bars from Dove and Love Beauty and Planet. In promoting models for closed-loop recycling and reusable packaging, the company plans to accelerate this ambition to reduce its virgin plastic use by half by 2025.

Market Dynamics

Consumer preferences that put sustainability first are driving the exponential adoption of shampoo bars in beauty markets worldwide.

The dominant growth driver of the shampoo bar market stems from consumers who are sustainability-conscious and are actively rejecting plastic bottles for single-use applications. Brands have repositioned shampoo bars from being eco-compromised alternatives to being high-end formulations that perform as well, if not better, than their liquid counterparts. This positioning-with further reach and availability through online and brick-and-mortar channels-has allowed for increased consumer adoption, especially in Europe and North America.

The dynamic growth of e-commerce is disrupting traditional supply chains for shampoo bars and providing a global reach for these products.

Another crucial dynamic in this area is the online retail influence, which has transformed access through platforms such as Amazon, speciality beauty sites, and DTC channels. E-commerce gives exposure to niche eco-brands as well as better consumer education via reviews, tutorials, and social influencer marketing. Subscription models and product bundling are further incentivising repeat purchases and brand loyalty.

Premiumisation and product innovation are accelerating the course of new growth avenues across diverse consumer segments.

R&D has now begun to serve as a competitive differentiator as brands infuse shampoo bars with natural botanicals, functional actives, and customised blends for varying hair types. The appetite for vegan, cruelty-free, and dermatologically tested formulations has triggered a fresh wave of premium offerings. This has, in turn, equipped brands to earn higher margins while satisfying the increasingly discerning consumer taste.

Raw material costs and consumer education remain barriers to large-scale mainstream adoption.

Nonetheless, challenges still exist along the bright growth path. The production costs have escalated due to dependence on natural oils, plant extracts, and biodegradable packaging materials, thus passing the burden to the consumers. Furthermore, the overall lack of awareness regarding the use of shampoo bars is still acting as a block to the penetration of older consumers. Overcoming the above-mentioned challenge would require prolonged educational campaigns along with price rationalisation.

Attractive Opportunities in the Market

Plastic-Free Movement Surge – Rising anti-plastic sentiment accelerates adoption of shampoo bars over traditional bottles.
Retail Innovation Expansion – Eco-focused retail spaces and refill stations widen accessibility of sustainable shampoo solutions.
E-commerce Marketplace Growth – Digital-first brands and marketplaces increase visibility and adoption across demographics.
Premium Haircare Evolution – Formulation innovation elevates shampoo bars into high-performance, premium personal care segments.
Regulatory Pressure Favourability – Global bans on single-use plastics create favourable market conditions for solid formats.
Vegan and Cruelty-Free Demand – Ethical product positioning fuels growth among eco-aware younger consumer bases.
Brand Collaborations Rise – Partnerships between FMCGs and niche eco-brands enhance distribution and innovation portfolios.
Circular Beauty Systems – Closed-loop packaging and product refill models enhance brand credibility and consumer loyalty.
Emerging Market Penetration – Expanding middle-class consumers in Asia-Pacific create fertile ground for adoption.
Customised Formulation Demand – Personalised blends designed for specific hair concerns reshape product development.

Report Segmentation

By Hair Type: Normal, Dry, Oily, Others

By Distribution Channel: Online, Offline

By Region: North America (U.S., Canada, Mexico), Europe (UK, Germany, France, Spain, Italy, Spain, Rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, Rest of Asia-Pacific), LAMEA (Brazil, Argentina, UAE, Saudi Arabia (KSA), Africa Rest of Latin America)

Key Market Players

Ethique, Lush Cosmetics, The Procter & Gamble Company, Unilever PLC, Garnier (L’Oréal), Beauty and the Bees, JR Liggett Ltd., The Solid Bar Company, Plaine Products, and EcoRoots.

Report Aspects

Base Year: 2024
Historic Years: 2022, 2023, 2024
Forecast Period: 2024-2035
Report Pages: 293

Dominating Segments

In the shampoo market, the shampoo bars made especially for normal hair take the lead as they are almost a universal favourite.

They have been touted as the wonder-cum-all-purpose type, not needing to specialise for any specific hair-related problems for the time being. They are generally favoured by people who quite naturally desire the benefits they gain from clean hair without the adverse side effects of overdrying or overconditioning-an attraction sought in their convenience. With those going for or first-time going to a shampoo bar purchase, dealing with normal hair of all available types moves one step higher up in the mark of humanitarianism. Thus, many brands in the industry consider new product launches under this category as powerful marketing tools to help spread the core message of awareness before filtering in deeper, once they have introduced the more niche-relevant products. The situation is widely supported by the growing awareness and more responsive nature of this consumer segment about their needs, assuming that households are indeed the most economically launched-to-segment.

The advent of online business leaps into action, if not anything else, underlined by the conversion of the general mindset to digital and its robust eco-engagement with the millennial consumer base.

Internet distribution channel exceeds offline distribution on almost all fronts and hence grows faster. Digital marketplaces and direct-to-consumer models allow small or niche brands to surpass traditional retail inhibitors and directly engage with an eco-conscious audience. E-commerce leaves space for sustainability storytelling through platform videos, testimonials, and social media endorsements to debunk the myth of product usage. Subscription models serve internet purchases and give bundled offerings a slightly salient direction. Also, carrying them to the door of the consumer drives home the travel-friendly endorsement of shampoo bars. While the widespread use of online avenues by millennials and Gen Z indicates how their purchasing behaviours are evolving, this channel is expected to remain the main driver of growth in the market and continue to grow with time.

Hair types, such as oily and dry formulations, are needed in the shampoo market for differentiated solutions designed for each type and premium indulgence.

Though normal hair continues to dominate, demand for shampoo bars made for different hair types, especially for dry and oily hair, is skyrocketing. Scalp-sensitive customers with frizz or excess sebum are searching for bar formulas enriched with natural moisturisers or oil-regulating botanicals. This trend suggests the higher-than-ever premiumisation of haircare, pushing personalisation and efficacy higher up the price sensitivity scale. Brands counter with superb pH balancing and clarity of ingredients while promoting ingredients from dermatologically proven ingredients and adopting sustainable packaging. As consumer awareness around specific hair needs increases, this is expected to be a highly significant sub-segmentation picker, reshaping the product line and opening new revenue streams for the brands.

Key Takeaways

Eco-Driven Shift – Shampoo bars positioned as zero-waste alternatives are capturing mainstream adoption globally.
Digital Dominance – Online channels spearhead market growth, fuelled by digital storytelling and subscription models.
Normal Hair Lead – Universal formulations dominate as first-choice options for new and mass consumers.
Targeted Solutions Rise – Dry and oily hair shampoo bars rapidly gain traction in premium personal care.
Plastic Ban Impact – Regulatory actions against single-use plastics accelerate consumer transition to shampoo bars.
Premiumisation Trend – Personalisation and ingredient transparency strengthen premium shampoo bar positioning.
Circular Beauty Models – Closed-loop initiatives and eco-certifications enhance consumer trust and loyalty.
Asia-Pacific Growth – Expanding middle-class populations boost adoption in emerging beauty markets.
Retail Reimagination – Sustainable retail spaces and refill stations create differentiated consumer experiences.
Strategic Collaborations – Partnerships expand global reach and accelerate green innovation pathways.

Regional Insights

The North American shampoo bar market thrives on eco-conscious millennials and regulatory support for sustainable beauty formats.

North America holds a commanding position in the shampoo bar market, underpinned by high sustainability awareness, robust e-commerce penetration, and stringent plastic reduction regulations. The U.S., in particular, has seen a surge in shampoo bar adoption as eco-conscious millennials and Gen Z consumers actively seek zero-waste alternatives in their personal care routines. The region is also home to influential clean beauty brands and major FMCG players investing in product innovation. Regulatory frameworks banning single-use plastics in certain states further amplify demand. Additionally, established retail giants like Target and Whole Foods have dedicated shelf space to eco-friendly personal care products, thereby boosting visibility and consumer acceptance.

Europe spearheads eco-beauty innovation with stringent sustainability mandates and a strong premium haircare culture.

Europe has emerged as a pioneer in green personal care innovation, largely due to strict EU-wide directives like the European Green Deal and REACH compliance. Countries such as Germany, France, and the UK are at the forefront of adopting eco-friendly packaging, promoting refillable systems, and investing in waterless beauty innovations like shampoo bars. European consumers, known for their preference for natural and organic products, have embraced shampoo bars as part of their broader shift toward ethical consumption. Premiumisation is a defining feature of this region, where ingredient transparency, eco-certifications, and artisanal formulations resonate strongly with consumer expectations.

Asia-Pacific records fastest growth in shampoo bar adoption, powered by urbanisation, e-commerce, and middle-class expansion.

Asia-Pacific is anticipated to be the fastest-growing market for shampoo bars over the forecast horizon. Rising disposable incomes, rapid urbanisation, and the proliferation of e-commerce platforms have collectively accelerated demand across China, India, and Southeast Asia. Furthermore, growing awareness around sustainability and zero-waste living is fuelling demand among younger urban consumers. Governments across the region are encouraging investments in sustainable packaging and reducing plastic dependency, creating favourable conditions for growth. With local and global brands tailoring affordable formulations for price-sensitive consumers, the Asia-Pacific is set to dominate future market expansion.

LAMEA shows a gradual uptake with rising middle-class demand and increased entry of global eco-beauty brands.

The LAMEA region, though at an early stage of adoption, is witnessing increasing interest in shampoo bars, particularly in urban centres of Latin America and the Middle East. Brazil’s strong personal care sector and growing eco-conscious middle-class consumers are driving product penetration. Similarly, Gulf countries, with their appetite for premium beauty imports, are embracing sustainable formats as part of luxury retail offerings. Africa remains a nascent market but shows potential through grassroots eco-initiatives and local beauty entrepreneurs introducing solid shampoo solutions. Although infrastructural challenges persist, the entry of multinational eco-brands into these regions is expected to accelerate awareness and adoption.

Core Strategic Questions Answered in This Report

Q. What is the expected growth trajectory of the shampoo bar market from 2024 to 2035?

The global shampoo bar market is projected to grow from USD 15.69 billion in 2024 to USD 35.48 billion by 2035, registering a CAGR of 7.7%. This growth is driven by rising eco-conscious consumer behaviour, regulatory bans on plastic waste, and rapid e-commerce adoption.

Q. Which key factors are fuelling the growth of the shampoo bar market?

Several key factors are propelling market growth:

Rising environmental awareness and anti-plastic sentiment among consumers.
Innovation in premium, customised, and vegan shampoo bar formulations.
Increasing distribution through digital-first channels and global e-commerce platforms.
Regulatory support for sustainable packaging and waste reduction.
Growing demand in emerging economies with expanding middle-class populations.

Q. What are the primary challenges hindering the growth of the shampoo bar market?

Major challenges include:

High production costs due to reliance on natural ingredients.
Limited consumer awareness and usage barriers among older demographics.
Market fragmentation with numerous small eco-brands lacking scalability.
Price sensitivity in emerging markets.
Raw material supply volatility is impacting production costs.

Q. Which regions currently lead the shampoo bar market in terms of market share?

North America currently leads the shampoo bar market due to strong eco-conscious demographics and regulatory support, followed closely by Europe’s green beauty innovation. Asia-Pacific, however, is expected to record the fastest CAGR owing to its expanding urban middle-class consumer base.

Q. What emerging opportunities are anticipated in the shampoo bar market?

The market is ripe with new opportunities, including:

Expansion of circular beauty and refill models.
Premiumisation of shampoo bars into luxury segments.
Growth of eco-certifications and ethical product positioning.
Adoption in emerging middle-class markets in Asia-Pacific and Latin America.
Increasing collaborations between FMCGs and eco-startups.

Key Benefits for Stakeholders

The report offers a quantitative assessment of market segments, emerging trends, projections, and market dynamics for the period 2024 to 2035.
The report presents comprehensive market research, including insights into key growth drivers, challenges, and potential opportunities.
Porter's Five Forces analysis evaluates the influence of buyers and suppliers, helping stakeholders make strategic, profit-driven decisions and strengthen their supplier-buyer relationships.
A detailed examination of market segmentation helps identify existing and emerging opportunities.
Key countries within each region are analysed based on their revenue contributions to the overall market.
The positioning of market players enables effective benchmarking and provides clarity on their current standing within the industry.
The report covers regional and global market trends, major players, key segments, application areas, and strategies for market expansion. Show more