Many consumers, however, are now going back to the basics. According to Google Trends, the volume of searches for “bar soaps” grew 58 per cent between 2018 and 2023.

Fewer ingredients, less stress

One of the primary drivers of bar soap’s comeback is a shift towards more natural skincare products and a moving away from chemically-laden liquid soaps.

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Liquid soaps can contain chemicals such as parabens, sulphates and formaldehyde, which may irritate and dry out the skin. Bar soaps – generally made with fewer ingredients than liquid body washes – tend to mostly contain natural oils, not chemicals. As such, they have emerged as a sustainable and straightforward choice.

“I recommend bar soaps to my patients, especially those who have sensitive skin and are prone to fragrance allergies,” says Dr David Li, a Harvard-trained dermatologist and founder of skincare website Boston Derm Advocate.

Li notes that bar soaps have been around much longer than liquid soaps, and there is a good reason they have stood the test of time. “People have also realised that bar soaps represent a fairly reliable and foundational form of skincare,” he says.

Personal and planetary benefits

There are many reasons for the popularity of bar soaps, with the most common being their ease of use and texture.

“Brands such as Dr Squatch soap have revived interest in bar soaps, highlighting the advantages of using them,” Li says, referring to an organic, handmade soap brand targeting male shoppers.

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According to Li, other reasons for the increase in bar soaps’ popularity include dermatologists recommending them for people with sensitive skin, and the environmental benefits of buying products that do not come in a plastic bottle.

“The bar soaps reduce the need for lathering tools such as loofahs, while at the same time offering a soothing, spa-like experience,” says Sarah Roberts, licensed beauty expert and founder of skincare website A Beauty Edit.

“There’s a particular essence of luxury associated with foam, but it’s crucial to consider factors such as manufacture and packaging when assessing the sustainability of these soaps.”

A growing number of brands are jumping on the bar soap bandwagon. Luxury brands from Chanel and Jacquemus to Loewe have released their takes on the staple alongside niche players like Binu Binu and L’Objet, and skincare brands Voya and Corpus Naturals.

According to Soap Aid, a not-for-profit organisation recycling and sending soap to communities facing major hygiene challenges, bar soap’s environmental benefits are manifold.

Alongside reduced plastic usage, efficient storage and transport, being easier to recycle and water conservation, the charity says hard soap leaves a 25 per cent smaller carbon footprint than liquid soap, with liquid soap manufacturing resulting in around seven times more carbon emissions.

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With more shoppers concerned with their carbon footprint, “they’re more inclined to go for bar soap whose formulation, manufacture and packaging tend to be more eco-friendly, and have a sustainable approach to personal care”, Roberts says.

Liquid soaps require more packaging materials (including plastic), and more ingredients to boot.

Moreover, according to Roberts, bar soaps are more cost-effective in most instances than their liquid alternatives, which makes them the ideal choice for the budget-conscious. They are also portable and long-lasting, making them better investments all around.

Less is more

Bar soaps align with minimalist beauty practices by providing a simple yet effective approach to skincare.

“As a single and multipurpose product, bar soap reduces the need for a range of speciality items (face washes, body washes and hand soaps), promoting a streamlined routine,” Roberts says. Their compact and eco-friendly packaging also resonates with minimalist values, reducing waste compared to liquid alternatives.

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A bar of soap comes into direct contact with the skin, prompting some people to worry about them harbouring germs on their surfaces.

However, a study in the medical journal Epidemiology & Infection found that using one regularly does not transfer bacteria in a way that impacts health.

“When used and stored correctly, bar soaps are just as sanitary, if not more, than liquid soaps,” Roberts says. “Use a soap dish with good drainage to keep the bar of soap dry in between uses and to prevent the growth of bacteria.”

Along with that, rinse the bar of soap under running water before and after use and replace it regularly.

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