Trends in focus: Bath and shower gets a glow up

Back view of a young beautiful woman enjoying a bubble bath

Rethinking bath and shower: Trends shaping skin-friendly, sustainable routines

From TikTok beauty rituals to microbiome-safe innovation, the bath and shower category is evolving. Across the globe, consumers are moving beyond cleansing to embrace skin health, wellness and environmental responsibility - and they expect brands to keep up.
We support this shift with high-performance solutions like CosVivet APGs and mild surfactants that elevate every formula - from sensitive skin body washes to solid and waterless formats.

Key trends in bath and shower – Global overview

Woman relaxing in bathtub

1. “Everything shower” influence

Social media has turned the shower into a self-care ritual. This growing behavior - coined the Everything Shower - is about head-to-toe pampering. Think multi-step routines that integrate exfoliation, deep cleansing, hydration and aromatherapy. Consumers expect products that deliver skincare-like benefits for the body.
Dispenser with white liquid soap or shower gel, for intimate hygiene. Woman's hands pushing a button. White toilet soap in female hands against the background of a fragrant foam bath. Woman in white terry bathrobe washing her hands with soap. Relaxation and beauty treatments. Natural beauty, daily skincare routine. Moisturizing, cleansing

2. Skin health is the new standard

Consumers are choosing microbiome-friendly, sensitive-skin-safe formulas with actives like hyaluronic acid, niacinamide and probiotics. Mild surfactants are essential here, especially sulfate-free and biodegradable alternatives.
Rear view of beautiful young woman taking shower outdoors, in the middle of nature and lush foliage. Outdoor shower in garden.

3. Solid and waterless formats

In response to sustainability concerns and convenience, the rise of solid powders, shower tablets and refillable systems is changing how consumers use bath products.
Asian woman takes a bath with soap bubble in bathtub at bathroom of luxury hotel in downtown city while on vacation. GettyImages-1305264054.jpg

4. Customization and sensory

From calming scents to texture innovations, sensoriality plays a critical role. Brands are innovating with in-shower masks, aromatherapeutic bombs and fragrance-forward experiences.
Soap foam, suds, shower. soft focus. macro

5. Intimate and life-stage care

There’s growing demand for tailored body care — from puberty to menopause. Mild, pH-balanced formulas are leading innovation in the intimate hygiene segment.
Spa treatment. Bathroom with white walls full of sun light. Black metal furniture. Grey stone sink. Person in bathrobe. Trendy interior design

Our solution to support these trends

Our portfolio offers:
  • CosVivet APG: alkyl polyglucosides, plant-derived, ultra-mild, biodegradable surfactants
  • Sulfate-free blends: ideal for sensitive skin and low-foaming formulas
  • An entire range of mild surfactants
  • Emollients, conditioners and actives to boost performance and elevate sensory appeal and deliver targeted skin and hair benefits
Whether you’re formulating foamy creams, solid bars or liquid washes - our surfactants deliver the versatility and mildness for today’s consumers demand.

Be inspired: Noir silk moisturizing shower gel

Elevate your daily routine with our luxurious black shower gel. Enriched with premium nourishing ingredients, it delivers a gentle yet effective cleanse while helping to protect and maintain the skin’s natural moisture barrier.

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