The bath and shower market has come a long way from the humble bar of soap.
These days, consumers aren’t just washing, they’re looking for a whole experience. They expect their daily cleanse to be both gentle and effective, with mild surfactants and pH-balanced formulas that respect the skin’s natural barrier while still leaving them feeling fresh and pampered.
But despite all this progress, many liquid toiletries still rely on fairly basic surfactant systems, typically a combination of SLES and Betaine, often thickened with salt.
Sure, this tried-and-true combo delivers reliable foaming and keeps costs down, but it doesn’t always offer the skin-loving benefits or sensory excitement that today’s consumers are craving. In a crowded market, that can make it hard for products to truly stand out. To develop a bath or shower product that feels special and earns a spot in the customer's daily ritual, formulators are increasingly reaching for more innovative tools.
Think natural surfactants, gentle moisturising foaming agents, surfactant combinations that offer denser more stable foams and skin conditioners that hydrate, soften, and support healthier skin with every wash. Add a carefully crafted fragrance, a pop of color, or a fun textural tip-in, and suddenly you’ve transformed a basic product into a sensorial treat that delights both skin and senses.
After all, who says cleansing can’t be an experience worth looking forward to?
Take a look at our catalogue below.