Bath & Body Works reformulates entire hand soap line to be more sustainable
- Bath & Body Works reformulated all its hand soaps to exclude parabens, sulfates and dyes.
- Soaps are now packaged in bottles made with recycled plastic.
- As part of the reformulation, Bath & Body Works introduced hand soap refills along with a refillable glass decanter.
Bath & Body Works reformulated all its hand soaps to exclude parabens, sulfates and dyes in packaging that supports the brand's recently-announced ESG commitments.
All 28 Bath & Body Works-exclusive fragrances, from bestsellers to new-for-the-season scents, across the brand's two hand soap formulas Gentle and Clean Foaming Hand Soap along with Cleansing Gel Hand Soap, are now:
- Made without sulfates, parabens or dyes.
- Made with natural essential oils, vitamin E, shea extract and aloe.
- In bottles made with at least 50% recycled plastic.
"Delivering quality products has always been our priority, and we're responding to customer demands by giving them hand soaps that offer same efficacious results but are made without sulfates, parabens and dyes in our unmatched breadth of fragrance choice," said Betsy Schumacher, Bath & Body Works’ chief merchandising officer.
As part of the reformulation, Bath & Body Works introduced hand soap refills. The Gentle and Clean Foaming formula in a 100% recyclable carton provides up to 3.6 refills. In addition to creating an all-new option to refill empty hand soap bottles, the refills can be used to fill an exclusive refillable glass decanter available for purchase. The cartons are available in six fragrances, including Kitchen Lemon, Mahogany Teakwood and Champagne Toast.
Bath & Body Works' reformulated hand soaps and refills are available in stores and online nationwide.
Last year, sustainable products drove a third of all CPG growth, while representing 17% of total CPG sales as Retail Leader previously reported. Increasing concern about the environment, more options and product satisfaction are driving more sustainable product purchases. Still, more than half of U.S. consumers cannot name a brand that makes a difference when it comes to the environment or diversity. However, purpose-driven and eco-friendly brands are still expected to remain relevant with consumers this year, especially if a health benefit to the consumer is included.