A flurry of new product launches in the hair care, body care and sun care segments are affirming that self-care has always been in demand—and, more recently, so are packaging and formulations that merge the concepts of mindful, functional and environmentally conscious.

WYOS is a new, feel-good personal care brand. Launched in January, it encourages consumers to Write Your Own Story with a line of waste- and mess-free stick products that exude a clean, less-is-more ethos in their formulas and packaging.

“We created WYOS because we saw whitespace not only for the products, but for the way brands interact with their communities,” says Jamie Glassman, CEO and founder. “We set out to make products that are easier to use with less waste, but also, we felt as a brand, we needed to act differently and connect with our consumers where they are physically, digitally and emotionally.”

The brand’s five-piece vegan and cruelty-free collection includes The Clean Sweep Gentle Face Cleanser, The Disappearing Act Shaving Suds Stick, The Big Reveal Purifying Face Mask, The Shining Star All Over Moisturizer and The Mane Event Daily Shampoo. WYOS products are formulated with an active ingredient complex and suitable for all skin and hair types.

A predominant trend among new products, especially in the sun care category, is hybrid SPF protection with added skin–and hair—benefits. For example, Game.Set.Match from EleVen by Venus Williams is a body lotion with mineral SPF 50 formulated for sensitive skin. Cay Skin, from model Winnie Harlow, formulated its Isle Glow Face Lotion SPF 45 with niacinamide for hydration, evening skin tone and minimizing redness. Coola’s Classic Face Sunscreen Mist helps consumers cool down quickly with SPF 50, and is packaged in a sleek cannister.

Derm skincare brand COSRX also solved the problem of the pesky white residue left behind after sunscreen application with its recently launched Vitamin E Vitalizing Sunscreen SPF 50 +, a daily sun protector formulated with chemical-based SPF ingredients that are paired with vitamin E (Tocopherol) to protect all skin types, even safe for sensitive skin.

GK Hair created an entire hair care product range dedicated to protecting hair from UV/UVA sun damage. The line is rooted in the premise that frequent exposure to sunlight damages the hair cells responsible for the production of natural hair pigment, which results in hair discoloration and premature aging. Sun exposure also damages the hair cuticle layer which results in dryness, split-ends, hair breakage, frizz and brittleness.

The new range is infused with protective agents that shield hair from sun-related deterioration and includes Shield Color Protection Duo shampoo and conditioner, Dry Oil Shine Spray and Lock Me Color Masque.

More Haircare Happenings

Drilling down into the categories, product innovation is playing a primary role in niche aspects of the hair care market. For instance, the natural hair care market is growing as consumers are eschewing several common chemicals in favor of natural and organic ingredients to help improve the quality of their hair and scalp. According to Research and Markets, the global market for natural hair products, which was valued at $9 billion in 2021, is on track to grow to $12.2 billion by 2026 (+5.4% CAGR).

Last fall, Henkel brand Zotos Professional relaunched its Biotera product portfolio with new formulas developed to preserve scalp health, earning its first Microbiome-Friendly certification. The brand worked closely with Microbiologist, Dr. Kristin Neumann, to ensure the new formulations respected scalp microbiota, an invisible ecosystem of microorganisms all over the body consisting of good and bad bacteria because products that are overly harsh or stripping may disturb the microbiome’s delicate balance.

The brand’s first Microbiome-Friendly Certified line consists of sulfate-free Ultra Color Care and Ultra Moisturizing products, which are said to be “scalp-friendly formulas” made with a pre- and post-biotic blend plus a signature beauty boosting botanical.

As haircare brands explore new ways to meet the unique tress care needs of their consumers, they’re also innovating on the packaging front. Late last year, L’Oréal began rolling out a new Product Impact Labeling system across its entire product portfolio including Kiehl’s, L’Oréal Paris, Redken and CeraVe that’s targeted to educate consumers about the environmental impact of its products. The initiative, pioneered by Garnier’s hair care products and initially launched in France in 2020, gives consumers the relative environmental impact of their product compared to other L’Oréal products in the same category. Products are given a ranking on a scale from A to E by considering 14 planetary impact factors such as greenhouse gas emissions, water scarcity, ocean acidification, and impact on biodiversity, measured at every stage of a product’s life.

“L’Oréal’s Product Impact Labeling system is a core component of the L’Oréal for the Future program, which outlines our sustainability commitments for 2030. Its rollout in the United States has the power to help change consumer behavior and, therefore, accelerate the beauty industry’s progress toward greater sustainability,” comments Marissa Pagnani McGowan, L’Oréal’s chief sustainability officer for North America. “This comes at a time when sustainability is increasingly becoming a focus for more American consumers. Using principles of environmental science, this tool will empower consumers, support more informed purchasing decisions and foster a culture of greater brand transparency.”

Packaging material choices are a top consideration too. JSN Cosmetic Packaging, which serves not only the hair care market but also the body care and sun care segments, among others, has seized the sustainability trend with PC and sugar care resin materials that are perfect for eco-conscious tubes.

John Ulibarri, senior account executive, says the company has seen more brands gravitating toward alternative materials. “JSN provides fully decorated tubes from 25- to 50mm in conventional LDPE and MDPE and five-layer EVOH barrier,” he says. “We also…offer our coex barrier Aura Laminate tube [which helps protect active ingredients in formulations] with over-the-shoulder full color decoration possibilities.” 

“Sustainability is one of the first questions we are asked,” agrees Sean Kavanaugh, JSN’s senior account manager, noting that domestic customers are also expressing a preference for sustainable packages that originate from a USA manufacturer. “JSN makes all of our caps, tubes and decoration in the USA,” he says, asserting, “we feel this gives us a good starting point to talk about sustainability.”

One of JSN’s longtime hair brand customers recently decided to do a full makeover with their entire product line. “The customer’s goal was to update their product line visually, but also update it on a sustainable level,” Kavanaugh says. “We worked with the customer to add PCR to the cap and tube; go through rigorous compatibility testing; and numerous artwork revisions until the customer was satisfied with the end result. The rollout has been a huge success for them.”

Ox Solutions, which offers stock aluminum tubes for hair care, hair color and body care formulas, recently launched Blue Tube Evo in the U.S./North America market as an extension of its sister company, Tubex Tubes. The tubes are comprised of a patented alloy that utilizes 95% True PCR and 5% PIR (Post Industrial Recycled). “The 95% True PCR is what sets us aside from the competition,” explains Ox Solutions’ Benny Calderone Jr., chief growth officer. “This product can also be offered in a lightweight version, as well as with 100% PCR PP closures or our new aluminum closures, creating the most circular aluminum tube on the market.”

McKernan Packaging primarily works in many segments of the personal care industry and the company’s Brenda Peirce, marketing/advertising manager says while requests for more sustainable packaging are on the rise, the clarity of eco-friendly packaging is too. “The personal care or beauty industry…want[s] clean, beautiful packaging,” she says. “Years ago, clear PCR bottles and jars had a grey or muddy look to them which was not deemed acceptable by many in the hair care, body care or sun care industries.”

To that end, McKernan spent time searching for manufacturers who could produce high quality PCR packaging, and now offers brands beautiful, and eco-friendly, PCR packaging that maintains the strength and clarity of virgin plastic.

In addition to its Best Value line of top quality, unbranded packaging components available at a discounted price, the company also launched a new 100% PET PCR line of bottles and jars in clear, amber and black. “Since these bottles and jars are part of our King line, we can customize any of our other King bottles and jars to suit the customer’s needs,” explains Peirce, noting that the PCR line includes HDPE bottles, closures, fine mist sprayers and foamer pumps that are in stock and ready to ship.

Body Care in Bloom

Shower gels and body lotions are proving to be affordable, everyday indulgences. The global personal care shower and bath market size is expected to reach $123.5 billion by 2028, with a CAGR of +5.8% from 2022 to 2028, according to Research and Markets. Body scrubs are the fastest moving subcategory with a CAGR of +7.2%. Deep cleansing scrubs, easy-rinsing foaming hair and body washes with moisturizing ingredients and non-irritating formulas are also key growth drivers.

New products in the body care segment are carving out new niches with targeted formulations and product ranges designed to drive inclusivity among underserved consumer segments.

Award-winning musician, John Legend, debuted Loved01, his own mass market line of dermatologist-approved face and body care formulations for complexions of color. Housed in packaging with a clean, modern vibe, the unisex product lineup spans six products (Face + Body Wash, an Exfoliating Cleanser, a Shave Cream, a Toning Mist, a Face + Body Moisturizer, and a Face + Body Oil). The formulations are specifically balanced to moisturize, nourish, and uplift melanin-rich skin with natural ingredients that have a history in communities of color including shea butter, jojoba and coconut oils and enhanced with the antioxidant properties of rosehip oil and sea buckthorn oil.

According to the company, Loved01 is effective skincare for melanin-rich skin that’s financially accessible so that everyone has a chance to properly maintain the health and beauty of their own skin. “Our mission is to celebrate melanin-rich skin and provide the love, care, and attention it deserves,” Legend says. “We hope to help democratize the beauty space by offering high-quality products at an accessible price point. Everyone deserves to be seen, represented and provided with the tools to love themselves, starting with healthy skin.”

The new pHisoderm Clean line of dermatologist-recommended, pH-balanced cleansers gives different skin types targeted care with different pH-levels, exfoliation and moisturizing ingredients. The products are not only “clean,” they’re environmentally conscious, biodegradable, not tested on animals or harmful to aquatic life, and made with recyclable packaging.

The products are free of parabens, soap, alcohol, dyes, mineral oil and sulfate ingredients, which can cause irritation. For example, the Anti-Blemish Facial Cleanser and Body Wash treat blemishes with 2% salicylic acid while the hyaluronic acid locks in moisture even after the formula is rinsed off. The product’s lower pH-levels are said to create the “optimal environment” for its salicylic acid to work, keeping acne from forming on blemish-prone skin.

And men’s natural soap and personal care brand, Dr. Squatch, has expanded its brand portfolio with the launch of a new natural hand and body lotion line in three, “unique manly scents:” Fresh Falls, Pine Tar, and Cool Fresh Aloe.

Dr. Squatch discovered through research that only half of all men use hand and body lotion, despite dry skin being one of the top personal care concerns for men. This insight, combined with the fact that many men’s lotions on the market are made with synthetic ingredients like petrolatum and parabens, led Dr. Squatch to create a “better” lotion for men with the goal of educating men on the benefits of the product through their comedic and entertaining content.

Like all Dr. Squatch products, the new lotions are made with natural ingredients like shea butter, vitamin E and coconut oil, and are free from harsh chemicals and synthetic ingredients.

Plastube recently worked with Dr. Teal’s to create an eye catching solution for its targeted personal care lotion products. The packages are 8-oz coex tubes topped with a Silgan flip top cap and printed digitally on an Hinterkopf digital printer.

“For sustainability reasons, the customer transitioned from a label to digital printing a few years ago,” explains Stephane Beauchemin, Plastube’s vice president, sales and marketing.

Plastube works across the personal care product packaging sector and has a larger presence in hair care and body care. Beauchemin says the use of high PCR/Ocean Bound content remains one of the sector’s largest trends. The market is also moving toward mono-material packaging that’s “recycle-ready.”

Plastube offers a range of polyethylene mono-material tubes and caps suited for a variety of personal care product applications, as well as tubes with up to 80% PCR/Ocean Bound content. Digital printing is also available for tube packaging, enabling brands to realize photo-quality designs.