Why solid conditioners are the next big thing

Solid shampoos were once referred to as the next big thing. Fast forward a few years and they're now a staple product in many home bathrooms. The missing piece has always been a solid conditioner to complement solid shampoos. Solid conditioners aren't uncommon, they are often melt and pour products, which are more challenging for bigger scale commercialisation.

As solid formats gain popularity as a move towards more sustainable and environmentally friendly purchases, it's inevitable that solid conditioners will become the next big thing.

According to Mintel GNPD research, since 2018, solid haircare launches have been booming. Shampoo and conditioner bars doubled in new product launches between 2020 and 2021. Whereas in 2022, it peaked to 400 solid shampoo and conditioner bar launches in Europe and North America alone.

It is very exciting news for brands and manufacturers. So if you are looking to launch or relaunch solid conditioners, you should take advantage of these insights:

-Key trends in the world of solid conditioners

-Why solid format conditioners are the future

-Untapped opportunities for solid brands?

-Personalise conditioner bars with focus

-How to create solid conditioners at scale

Key trends in the world of solid conditioners:

Here are some of the most common features and benefits of solid conditioners in the market;

• Eco-friendly ingredients: Eco-friendly and natural ingredients are top of mind in personal care products, and solid conditioners are no exception. The more natural, the better.

• Plastic-free packaging: Solid conditioners offer the advantage of being packaged in plastic-free containers, a major selling point for eco-conscious consumers.

• Personalised: Consumers have different hair types and textures and they expect specific results with hair conditioners, whether it is detangling, smoothing, easy to manage etc.

• Multi-use products: Some brands offer solid conditioners that can be used as shampoo and body wash, reducing the number of products needed in the shower.

• Long-lasting: Solid conditioners typically last longer than liquid ones, as they are more concentrated and can be used in smaller amounts.

• Innovative formats: Some brands are exploring innovative formats for solid conditioners, such as bars that can be crumbled into a powder and mixed with water to create a customized conditioner.

To sum up, brands can innovate solid conditioners focusing on as many angles on sustainability, eco-friendliness, and customization to meet the specific needs of each individual consumer.

After reviewing multiple sources, these are some of the top solid conditioner bars with high reviews:

• KinKind: This is their top hair conditioner bar for all hair types. It is instantly detangling, helping to prevent hair breakage and split ends, and leave hair soft and smooth.

• Ethique The Guardian: This conditioner is formulated with cocoa butter, coconut oil, and vitamin B5 to nourish and protect hair. It is designed for dry, damaged, or colour-treated hair.

• HiBAR Maintain: This conditioner contains nourishing ingredients like coconut oil, cocoa butter, and shea butter to detangle and hydrate hair. It is designed for normal to dry hair types.

• Notice Hair & Co ex Unwrapped Life The Detangler: This conditioner is formulated with argan oil, cocoa butter, and shea butter to hydrate and soften hair. It is suitable for all hair types and can also be used as a leave-in conditioner.

• Friendly Soap Lavender & Geranium: This conditioner bar contains lavender and geranium essential oils to soothe and nourish hair. It is suitable for all hair types and is also vegan and cruelty-free.

• EcoRoots Moroccan Oil Conditioner bar: A blend of argan oil, coconut oil, and cocoa butter help to nourish and moisturize hair. It's made in the United States, and it comes in recyclable or compostable paper packaging. 

These are just a few examples of popular solid conditioners on the market, but many more options are available to suit various hair types and preferences.

To top it up, other opportunities that can be explored are nourishing additives, protection or scalp care, which can help promote hair health and can be advantageous for your brand.

Why solid format conditioners are the future

If your brand is looking to develop solid conditioners, you want to align your offering with:

• Sustainability: Solid conditioner bars are attractive because they come in plastic-free or minimal packaging. They also tend to last longer than liquid conditioners, which reduces the frequency of purchases and plastic waste.

• Natural and gentler formulas: Many solid conditioner bars contain natural ingredients such as plant-based oils and butters.

• Portability: Solid conditioner bars are convenient for travel since they don't take up much space and don't count toward liquid restrictions for air travel.

• Customisable: Many solid conditioner bars can be customized for specific hair types, textures, and concerns. This allows consumers to choose a conditioner bar that suits their unique hair needs.

• Easy to use: Solid conditioner bars are easy to use, rub the bar onto wet hair or rub the bar in your hands and apply it to hair. They can also be used as a leave-in conditioner or as a deep conditioning treatment.

• Reducing water consumption: On average, liquid conditioner contain between 80 - 90% water. Solid format conditioners on the other hand contain 20 - 25% water.

Syndopal Solid Hair Conditioner 600-MB (Syndopal SHC 600-MB) is a sustainably sourced high-performance extruded base to manufacture hair conditioner bars with. It allows brands to offer customisable bars with the choice of fragrance blends, oils and colourants to appeal to unique consumer needs.

Untapped opportunities for solid brands?

Solid haircare and skincare is an attractive growing market with many untapped opportunities.

Statement bars

Gen Z consumers are digital natives and are highly engaged on social media. Undeniably, influencer partnerships, user-generated content, and interactive campaigns are the way to win them over. But to stand out, your brand needs to align with the inclusivity of models and address different hair types as well.

To top it up, the popularity of dopamine colours is growing in popularity at the moment. From dopamine-dressed branding to product colouring, solid brands taking the lead on this can stand out.

Hotels that offer beauty purchases

Hotels are differentiating their offering of snack bars/mini-fridges and are now offering more premium beauty products on arrival to your room. For example, Equinox Hotels provide its guests with RoomBar, a beauty-stocked minibar filled with a range of essentials for sleep, skincare and sexual wellness. 

Solid products in hair salons

Your brand can stand out with your solid conditioner or haircare range for hair salons. The salon industry is being scrutinised on the "waste" attributes. In fact, salons in Canada and the US generate 397kg of waste per minute. And performing bars can tap into this exciting sustainably-focussed salon opportunity.

Personalise conditioner bars with focus

In case you didn't know, we live in the age of personalised beauty, and solid conditioners are no exception. Thus, make sure you are designing haircare health-promoting bars that are customised for:

• Dry or damaged hair: The solid conditioner bars are usually formulated with nourishing ingredients like cocoa butter, coconut or Moroccan oil, and vitamin B5 to restore and protect hair.

• Normal to dry hair: They can contain similar ingredients to dry or damaged hair but also have extra coconut oil, shea butter, and argan oil to hydrate and detangle hair.

• Oily hair: Ecoroots or Ethique St Clements solid conditioners are designed for oily hair and formulated with citrus oils or apple cider vinegar to balance oil production and leave hair feeling refreshed.

• Colour-treated hair: Ethique The Guardian and Lush Big Solid Conditioner are both suitable for colour-treated hair as they contain nourishing ingredients to protect hair from damage and maintain colour vibrancy.

It's worth noting that these are just general guidelines, and individual hair types and needs may vary. According to Euromonitor In-cosmetics Global 2023 haircare presentation, inclusive hair care brands such as targeting Afro women are becoming more mainstream, driven by younger consumers.

Similarly, 2in1 shampoo and conditioner bars, bars for coloured hair, or bars offering protected from sun damage could be positioned for premiumisation, according to Euromonitor International.

Scents and ingredients matter. These are the most common ones:

Based on general trends and consumer preferences, here are some popular scent options in solid conditioners:

• Coconut: Coconut oil and nutty fragrances (almond, argan, or avocado)top the list in solid haircare for their moisturising benefits.

• Lavender: Lavender has been very popular in 2022 solid haircare products due to its calming and relaxing properties. It is often used in solid conditioners to soothe the scalp and promote healthy hair growth.

• Citrus: Citrus scents like lemon, grapefruit, and orange are refreshing and invigorating and help cleanse and clarify the hair and scalp.

Additionally, Mintel GNPD noted popular scents like hibiscus, aloe vera jasmine and functional ingredients like oat extracts, shea butter, jojoba oil, keratin, provitamin B5, hydrolyzed wheat protein, and silk amino acids to provide extra benefits in solid conditioners and shampoos.

How to create solid conditioners at scale with "the first-ever extruded conditioner base"

Overall, solid conditioner bars offer a sustainable, natural, customizable, and easy-to-use alternative to traditional liquid conditioners, which is why they are becoming increasingly popular among consumers.

Historically, producing solid conditioners on a large scale wasn't possible until now.

Syndopal Solid Hair Conditioner 600-MB (Syndopal SHC 600-MB) is the bespoke base to manufacture hair conditioner bars to complement shampoo bar offers with ease. Quick, high deposition and smooth conditioning properties rival liquid alternatives and can appeal to consumers with different hair types.

The base offers further customisation for branded fragrance blends, oils, colourants and other additives to win your brand's target consumers.