A solid shampoo formulation for sustainable beauty’s biggest new trend

Last year, Mintel’s 35-market consumer research study found that 41% of French consumers felt that using ethical or environmentally friendly beauty products made them feel good about themselves. This is indicative of a wider shift; now, brands are adopting more sustainable practices and offering products with recycled or plastic-free packaging. Take a solid shampoo formulation for instance; these products mitigate the need for traditional plastic bottles, making them significantly more eco-friendly.

This trend is gaining particular traction in hair care, where brands are releasing various products for hair and scalp in solid format. Here, we look at these market trends in more depth and introduce the Provital’s solid shampoo formulation.

Content

Plastic-free consumer trends

In every sector, consumers are questioning the use of plastic packaging. This is driven by the growing awareness of plastic pollution, which drives many consumers towards plastic-free alternatives. For instance, an incredible 84% of Spanish shoppers would like to see brands using more environmentally-friendly packaging options. Meanwhile, 55% of British beauty consumers are interested in purchasing products with little or no plastic packaging (Mintel/Lightspeed, June 2019). With these statistics in mind, it’s key that brands begin to explore how to reduce or eliminate their packaging.

The hair care space is traditionally dominated by products marketed in plastic bottles. However, this needn’t be the case; in fact, there are many hair care products that could be manufactured in solid format, including shampoos, conditioners, and leave-in treatments. Moreover, these solid formulations have particular benefits, especially when it comes to scalp care. With such compelling numbers coming through in market research studies, it’s a concept that brands should begin researching, not only based on consumer demand but also to enhance the efficacy of their formulations.

Provital’s solid shampoo formulation

Provital is committed to caring for the environment, which is why we have developed an innovative solid shampoo formulation. Typically, solid shampoos and conditioners are made without the harsh detergents used in liquid shampoo, making them gentler cleansers – a characteristic that Provital’s actives compliment perfectly. Alongside Provital’s actives, this formulation is nourishing, gentle, and effective, with as many benefits for the skin on the scalp as there are for the hair.

Furthermore, we consider the scalp to be an extension of facial skin that needs special care. Consumers are now recognizing the importance of scalp care, and thus, it is a reasonable evolution for hair care products. Moreover, a healthy scalp helps hair growth; as consumers are increasingly health-conscious and taking a more holistic approach to their own wellbeing, they are aware that a healthy scalp will support strong, healthy hair.

For instance, this solid shampoo contains the Polyplant active for normal hair. This active blends plant extracts with seaweed to moisturize and condition the scalp as well as the hair, creating a smoother, softer texture. Similarily nourishing is Aloe Vera Gel-ECO active, which is perfect for sensitive, irritated scalps. However, perhaps the most intriguing active is Vitaoils Plus. An innovative blend of rich natural oils, Vitaoils Plus hydrates, protects, and smooths the hair from root to tip. Furthermore, all these Provital actives are 72% natural in origin and rated 1-2 Low Hazard on the EWG’s Vegan Compliance scale.

Solid and sustainable

The trend towards solid shampoo formulations is gaining traction. Consumers are increasingly environmentally conscious and they want to see brands doing their bit to protect the planet. Although solid hair care products might not be so commonplace at the moment, according to Mintel’s research, 54% of German consumers haven’t yet bought any packaging-free personal care products – but they’re certainly interested in trying them. Taking into account the efficacy benefits, hair care brands should begin research and development into solid formulas to stay ahead of the curve.

Formulation

Description

This solid shampoo formulation is a plastic-packaging free alternative to your regular liquid shampoo. A great natural shampoo bar that moisturizes hair and nourishes the scalp, strengthens hair roots and makes hair feel refreshed, soft, strong, and elastic.

Appearance

Solid pink shampoo bar.

Directions

Hold the shampoo bar in the palm of one hand and apply it directly to your head, starting at your scalp near your forehead. Massage as usual and rinse-off under running water.

Target

All hair types.

Ingredients

PHASE	INCI / PCPC	TRADE NAME	SUPPLIER	w/w %
A	Helianthus Annuus (Sunflower) Seed Oil, Cocos Nucifera (Coconut) Oil, Linum Usitatissimum (Linseed) Seed Oil, Persea Gratissima (Avocado) Oil, Argania Spinosa Kernel Oil, Macadamia Ternifolia Seed Oil, Olea Europaea (Olive) Fruit Oil, Rosmarinus Officinalis (Rosemary) Leaf Extract	Vitaoils Plus	Provital	8.0
	Butyrospermum Parkii (Shea) Butter	Karite Butter		5.0
	Magnesium Stearate	Stearate de Magnesium		2.0
	Behenamidopropyl Dimethylamine, Dipalmitoylethyl Hydroxyethylmonium Methosulfate, Cetyl Alcohol, Stearyl Alcohol, Lactic Acid	Danox HC-30	KAO	5.0
	Bismuth Oxychloride, Mica, Carmine (CI 75470)	Bismica Magenta	FQ Specialty Chemicals	0.1
B	Sodium Cocoyl Isethionate			55.0
	Aqua, Disodium Lauryl Sulfosuccinate, Sodium Benzoate			4.0
	Aqua, Disodium Lauryl Sulfosuccinate, Sodium Benzoate, Aloe Barbadensis Leaf Juice, Potassium Sorbate, Sodium Benzoate	Aloe Vera Gel-Eco	Provital	13.0
	Aqua (Water), Citric Acid	Citric Acid 50%		1.7
	Xylitol	Xylitol	Nutrifoods	2.90
	Glyceryl Caprylate, Glyceryl Undecylenate	Lexgard® Natural	Innolex	1.00
	Aqua(Water), Glycerin, Tropaeolum Majus Flower Extract, Fucus Vesiculosus Extract, Chamomilla Recutita (Matricaria) Flower Extract, Honey Extract, Cinchona Succirubra Bark Extract, Potassium Sorbate, Sodium Benzoate	Polyplant Normal Hair GNBN	Provital	2.00
	Parfum (Fragrance)	FruitoZone	Eurofragrance	0.30
			TOTAL	100