Earlier, each household had one or two soaps that served multiple purposes ranging from bathing to washing the hands and face. Today, customers are spoilt for choice with endless varieties of luxury soaps enriched with skin-friendly ingredients like shea butter, honey, almond oil, turmeric, rose and much more. While most of us had in between shunned the soap in favour of fancier shower gels and face washes, that are said to be less harsh on the skin, more brands are now offering various soap options for specific skin concerns.
PREFERENCE FOR ORGANIC
People are moving away from the general commercialised chemical-based soaps to cold processed, organic, non-animal fat-based soaps says Rashi Bahel Mehra, Founder, Alanna. “This has come as a result of the awareness of the harmful effects of chemicals. Cold process soaps are better for the environment, healthier for the skin and can be made very moisturising. For example, our activated charcoal and green tea soap works well for acne prone and tanned skin, while the rose and geranium soap is creamy and nourishing,” she says.
SOAPS STILL ALKALINE
Vasavdatta Gandhi and Sneha Jhaveri of SOVA too see a demand for organic, adding, “Bathing is considered a therapeutic activity in Ayurveda and consumers are looking for products that can help them relax. In terms of ingredients, people want natural, vegan and Ayurvedic products, as consumers are shifting towards a healthy lifestyle.” Any cleanser should maintain the delicate balance between skin hygiene and health of the skin. That means the product should not only effectively clean the face, but it should not disturb the pH or the protective barrier of the skin, explains Dr Sharmila Nayak, Founder and Medical Director, The Skin 1st Clinic. “Although soaps have become gentler because of change in formulations, they are still are more alkaline by nature. Soap bars typically have a pH of nine or 10 and liquid formulations like face washes have a pH closer to the skin’s natural pH, thus they are more gentle and less irritating to the skin.”
CONSUMER WELL INFORMED
There has definitely been a gradual increase in demand for soaps. About 60 to 70 per cent of India’s population resides in Tier 2, Tier 3, Tier 4 and smaller towns, and 50 per cent of the total demand for soaps comes from there, says Reena Chhabra, CEO, FSN E-commerce ventures private limited. “NykaaNaturals offers all natural soaps free from harmful sulphates, paraben and mineral oils. Each bar has been infused with a special blend of essential oils and spices, and delicately hand churned. Today’s consumers are extremely well informed so in terms of ingredients, consumers are looking for the most natural form. In this fast-paced life, there is hardly any time left to stick to the adage of ubtans, so consumers want those ingredients like sandalwood, almond oil, lemon in their soaps. Exotic ingredients like charcoal, avocado, sea clay have also seen a steady increase in demand,” she says.
