A leading cosmetics brand has unveiled a fresh lineup of package-free shower gummies, solid shower gels, and shampoo bars now available throughout the UK and Ireland. This initiative targets excess packaging in the personal care sector. The brand reports selling 37 million package-free items globally in 2025. These sales made up 58% of all individual units sold, while package-free selections covered 45% of their entire permanent range.
Growing Momentum for packaging-Free Personal Care
Interest in eco-amiable alternatives continues to rise as people seek ways to minimize packaging waste.The brand points out that broader use of package-free options still faces obstacles, including unfamiliarity and uncertainty about product usage and storage.
Consumers often raise practical questions about handling package-free products-such as how to keep them dry or transport them without mess. Many shoppers remain unfamiliar with formats like solid shower gels and shampoo bars. To help, the company has created usage guides and advises storing products in a dry, cool spot between uses.
Innovative Shower Gummies and Solid Gels
This collection brings five new shower gummies-gel-style cleansers shaped like soap-alongside four solid shower gels inspired by chromotherapy. Each product uses exclusive foam technology that produces a vibrant, colored lather when activated by water.
Simplifying Summer Routines
With these new products, the brand encourages consumers to adopt a simpler, more sustainable self-care routine, especially during the warmer months.
Reusable tins for shampoo and massage bars offer convenient storage, both at home and on the move. The brand has paired these storage solutions with in-store demos and step-by-step guidance from employees, easing customers’ move to package-free cosmetic products.
All products contain freshly sourced, ethically traded ingredients and feature no added preservatives.The solid shower gel options include variations scented with rose oil and vanilla.
Understanding Soap: Liquid vs Traditional
According to the brandS co-founder and chief product developer, bottled “soap” is, in reality, a liquid detergent-not true soap. Liquid cleansers are non-alkaline and must include preservatives to maintain freshness, unlike bar soap, whose alkalinity offers natural preservation. Still, bar soaps can gather bacteria if left sitting in unclean water.
Plastic Waste in the Beauty Industry
The company points to cluttered bathrooms filled with half-used, impulse-buy products often driven by social trends and FOMO. Since 2005, their package-free items have helped save more than 15,000 metric tons of plastic.
A 2025 zero waste report found that packaging generates 70% of all waste in the beauty sector,with 95% of cosmetic packaging discarded after use.
The co-founder states that customers frequently enough spend more on packaging than on the actual product-and are left to handle unwanted waste. Across the industry, companies are exploring solutions, such as plastic recovery schemes and completely plastic-free product lines.
In recent weeks, an environmental group called for a leading personal care brand and its parent company to eliminate plastic packaging, especially ahead of promotional events linked to the 2026 FIFA World Cup.
