Mouthwash in Your Pocket: The Rise of the Sachet Market

The market for mouthwash sachets is experiencing a surge in popularity, driven by a confluence of consumer demand for convenience, heightened oral hygiene awareness, and the burgeoning travel and hospitality industries. These single-use, portable packets are carving out a significant niche within the broader oral care market, offering a practical solution for fresh breath on the go.1

The global mouthwash market is on a healthy growth trajectory, with projections indicating a rise to nearly $19 billion by 2035. While traditional bottled mouthwash still holds the lion's share, the sachet segment is witnessing accelerated growth, buoyed by several key trends. The increasing consumer focus on preventative oral healthcare, coupled with a desire for products that fit seamlessly into busy lifestyles, has created a fertile ground for the expansion of single-serve formats.

Convenience and Portability Fuelling Demand

The primary driver behind the mouthwash sachet boom is the unparalleled convenience it offers. Consumers are increasingly seeking out "on-the-go" solutions for their personal care routines.2 Mouthwash sachets cater directly to this demand, easily fitting into purses, gym bags, and carry-on luggage.3 This portability is particularly appealing to professionals, travellers, and individuals who wish to maintain oral freshness throughout the day, whether at the office, after a meal, or while traveling.

The travel and hospitality sectors have emerged as significant catalysts for the sachet market. Airlines' restrictions on liquid volumes in carry-on luggage have made sachets an attractive alternative to bulky bottles. Hotels and resorts are also increasingly including mouthwash sachets as a standard guest amenity, often as part of private-label arrangements that enhance their brand image and guest experience.4

Key Market Trends and Consumer Preferences

Several evolving consumer preferences are shaping the mouthwash sachet market:

• Natural and Therapeutic Formulations: There is a growing consumer inclination towards mouthwashes with natural ingredients, such as herbal extracts, and those offering therapeutic benefits like antiseptic properties or relief for sensitive gums.5 Manufacturers are responding by launching sachet versions of their popular therapeutic and alcohol-free lines.

• Flavour Variety: Beyond the traditional mint, consumers are showing interest in a wider array of flavours, including fruit and herbal infusions.6 This diversification allows brands to appeal to a broader demographic, including children and those who find conventional mouthwash flavours too harsh.

• E-commerce and Private Labelling: The rise of online retail has made it easier for consumers to purchase mouthwash sachets in bulk, while also providing a platform for smaller, niche brands to enter the market. Private labelling is also a significant trend, particularly in the hospitality industry, where hotels are keen to offer customized amenities to their guests.

The Competitive Landscape

The mouthwash sachet market is populated by a mix of established oral care giants and specialized private-label manufacturers. Major players in the overall mouthwash market, such as Colgate-Palmolive, Johnson & Johnson, and Procter & Gamble, are increasingly offering their products in sachet formats to capture this growing segment. Alongside these multinational corporations, several smaller companies and private-label suppliers are carving out a space by focusing on niche formulations, innovative packaging, and catering specifically to the hospitality and travel industries.

Looking ahead, the market for mouthwash sachets is poised for continued growth. As consumer lifestyles become more mobile and the emphasis on oral hygiene remains paramount, the demand for convenient, portable, and effective oral care solutions will only intensify, solidifying the mouthwash sachet's place as a staple in the modern consumer's personal care arsenal.

Power Dental Flossers

Power flossers, are key innovation and a popular alternative to traditional floss

They represent a significant and fast-growing segment of the market, catering to consumers looking for convenience and a different cleaning experience. Here’s a more detailed breakdown:

Types of Electronic Flossers

There are two main types:

1. Water Flossers: This is the most common type. They use a motor and pump to shoot a pulsating, high-pressure stream of water between the teeth and along the gumline. This stream dislodges food particles, plaque, and bacteria. Waterpik is the most well-known brand in this category.

2. Air Flossers: These devices use a rapid burst of pressurized air and micro-droplets of water or mouthwash to clean between teeth. They use less water than a water flosser, which can be less messy. The Philips Sonicare AirFloss is the leading example.

Pros vs. Cons

Advantages:

• Ease of Use: Many people find them much easier and more pleasant to use than string floss, especially individuals with arthritis, dexterity issues, or those who simply find manual flossing cumbersome.

• Great for Dental Work: They are highly effective for cleaning around braces, bridges, crowns, and implants where traditional floss can be difficult to maneuver.

• Gum Health: The pulsating action can stimulate gums and has been shown to be very effective at reducing gingivitis (gum inflammation) and bleeding.

• Reduces Plaque: They are effective at removing loose plaque and food debris.

Disadvantages:

• Plaque Removal: While excellent for debris and rinsing, some dental professionals argue they can be less effective than the physical "scraping" motion of string floss at removing sticky, adherent plaque film from the tooth surface.

• Cost: They have a much higher initial cost than a container of dental floss.

• Size and Portability: Countertop models take up space and require an electrical outlet, making them less portable than a small floss container. Cordless models are more portable but may be less powerful and require regular charging.

The Professional View

Most dentists and hygienists view electronic flossers very positively. While some still consider traditional floss the "gold standard" for removing sticky plaque, the general consensus is that the best flossing tool is the one a person will use consistently.

For this reason, they are often recommended as a great alternative for those who won't or can't use string floss regularly. Many professionals even suggest using a water flosser in addition to traditional flossing for the most thorough clean.

Profusion Cosmetics

Profusion Cosmetics: An Overview

I’ve been working with Profusion Cosmetics as a client for almost 3 years now, and seen them grow significantly in the UK and Europe. I thought I do a short overview of the brand for those of you who don’t know them.

Profusion Cosmetics is a well-established American cosmetics brand, founded in Los Angeles, with a significant presence in the UK and other international markets. With over two decades of experience, the brand has gained recognition for its commitment to providing high-quality, affordable, and inclusive makeup products.

Brand Identity and Philosophy

Profusion Cosmetics is built on a philosophy of creativity, inclusivity, and accessibility. Their mission is to cater to a diverse range of consumers, regardless of age, gender, ethnicity, or skill level. The brand is particularly known for its vibrant and extensive eyeshadow palettes, which are designed to inspire both aspiring and experienced makeup artists.

Product Range

Profusion offers a wide array of cosmetics, with a focus on:

• Eyeshadow Palettes: This is the brand's hero product. They are known for their large, multi-pan palettes with a mix of matte, shimmer, and metallic finishes.

• Face Products: This includes foundations, concealers, blushes, bronzers, and highlighters.

• Lip Products: A variety of lipsticks, lip glosses, lip oils, and lip liners are available.

• Makeup Brushes and Tools: Profusion offers a range of affordable and functional brushes and tools.

• Collaborations: The brand frequently releases limited-edition collections in collaboration with popular culture icons, such as Peanuts and Casper the Friendly Ghost.

Key Features

• Affordability: Profusion Cosmetics is a budget-friendly brand, with most products priced under €15. This makes it an accessible option for those new to makeup or looking for value for money.

• Cruelty-Free: The brand is proudly 100% cruelty-free. They also offer a selection of vegan products.

• Inclusivity: Profusion is committed to creating products for all skin tones and types.

• Quality: Despite the low price point, many users praise the pigmentation and blendability of their products, particularly the eyeshadows.

Customer Perception

The general consensus among consumers is that Profusion Cosmetics offers excellent value for money. It is often lauded as a "drugstore gem," with many of its products rivaling the quality of more expensive brands. The brand has significantly improved its formulations in recent years and is now a popular choice for affordable and on-trend makeup.

Dry Shampoo Still Growing

The dry shampoo market is currently experiencing significant growth and is projected to continue expanding rapidly in the coming years. This growth is driven by a convergence of factors related to evolving consumer lifestyles, increasing awareness of hair care, and ongoing product innovation.

Here's a breakdown of the key aspects of the dry shampoo market:

Market Size and Growth:

·       The global dry shampoo market size was estimated at around USD 4.04 billion in 2024 and is projected to reach approximately USD 8.09 billion by 2030, exhibiting a compound annual growth rate (CAGR) of around 12.4% from 2025 to 2030.

·       Other reports place the 2024 valuation between USD 2.6 billion and USD 6.91 billion, with projections for 2032 ranging from USD 4.09 billion to USD 13.27 billion, and CAGRs between 5.7% and 8.5%. These variations highlight the dynamic nature of market estimations but consistently point to strong growth.

Key Drivers:

·       Convenience and Busy Lifestyles: This is the primary driver. Modern consumers, particularly working professionals and millennials/Gen Z, have increasingly busy schedules and seek quick and effective solutions for maintaining hair freshness without traditional washing. Dry shampoo offers a time-saving alternative.

·       Growing Awareness of Hair Health: Consumers are becoming more conscious of hair and scalp health.4 Over-washing can strip natural oils, and dry shampoo provides a way to extend time between washes, which is perceived as beneficial for hair health. There's also a rising demand for formulations that are free from harsh chemicals like parabens, sulphates, and silicones.

·       Sustainability and Water Conservation: Dry shampoo aligns with the growing eco-conscious trend, as it significantly reduces water consumption compared to traditional shampooing. This appeals to environmentally aware consumers.

·       Influence of social media and Beauty Trends: Beauty influencers and social media platforms play a significant role in popularizing dry shampoo, showcasing its benefits for extending blowouts, adding volume, and refreshing hair.7 Trends like the "no-wash" movement also contribute.

·       Product Innovation and Diversification: Manufacturers are constantly innovating to offer dry shampoos with added benefits, catering to diverse hair types and concerns.8

Market Segmentation and Trends:

·       Form:

o   Spray (Aerosol): Dominates the market (around 60-64% in 2024) due to its ease of application and fine mist delivery.

o   Powder: Expected to grow at the highest CAGR, appealing to consumers seeking natural, chemical-free solutions and offering more targeted application. Non-aerosol and refillable powder options are gaining traction.

o   Foam/Other Formats: Newer formats like foams and mists are emerging, offering alternative textures and application experiences.

·       Product Type/Ingredients:

o   Natural/Clean Label: The natural, paraben-free, gluten-free, and sulphate-free segments are experiencing significant growth as consumers prioritize "clean beauty" and avoid synthetic ingredients. Ingredients like rice starch, tapioca starch, kaolin clay, bamboo, and rosemary extract are increasingly common.

o   Specialized Formulations: Products catering to specific needs are popular, including:

§  Tinted dry shampoos for dark hair to avoid white cast.

§  Formulas for volume, texture, and frizz control.

§  Dry shampoos with scalp-soothing ingredients (e.g., chamomile, vitamin E).

§  Products with sweat-activated technology for active lifestyles.

§  Dry shampoos with added benefits like UV protection, heat defence, or hair loss protection.

·       End User:

o   Women: Continue to be the largest segment (around 55-60% market share) due to their higher expenditure on personal grooming and demand for convenient hair care solutions for busy lives.

o   Men and Children: These segments are showing increasing interest, with brands developing more gender-neutral and inclusive products.

·       Distribution Channel:

o   Offline (Supermarkets/Hypermarkets, Specialty Stores, Drug Stores): Currently holds the largest share, as consumers often prefer to physically assess products before purchase.

o   Online: Expected to grow at the highest CAGR due to increasing e-commerce adoption, access to a wider variety of products, user reviews, and convenient home delivery.

Geographical Trends:

·       North America: The largest market in 2024, driven by a strong cultural emphasis on personal grooming and the high number of working women. The U.S. leads the North American market.

·       Europe: A significant market with a strong beauty industry, high consumer awareness, and a focus on innovation and high product quality, particularly for eco-conscious and vegan solutions. The UK is a leading market within Europe.

·       Asia Pacific: The fastest-growing market, fuelled by a flourishing hair care and cosmetics industry, rising disposable incomes, urbanization, and increasing awareness of grooming products in countries like India and China.

Key Players and Innovations:

Leading companies in the dry shampoo market include:

·       Procter & Gamble (P&G)

·       Unilever

·       L'Oréal S.A.

·       Church & Dwight Co., Inc. (Batiste)

·       Henkel AG & Co. KGaA

·       Kao Corporation

·       Coty Inc.

·       Pierre Fabre (Klorane)

·       Revlon, Inc.

·       Shiseido Company Limited

·       The Estee Lauder Companies Inc.

·       Moroccanoil

·       Amika

·       K18 Hair

·       COLAB (SLG Brands)

Recent innovations focus on:

·       "Smart-release biotechnology" for odour elimination (e.g., K18 AirWash)

·       Non-aerosol and refillable formats for sustainability and precise application.

·       Talc-free formulas to avoid white residue.

·       Scalp-friendly ingredients to prevent irritation and promote health.

·       Enhanced oil absorption without heaviness or a starchy feel.

·       Luxurious and long-lasting scents as a key consumer preference.

·       Multi-functional products offering benefits beyond oil absorption, such as volume, hair loss protection, colour protection, and anti-dandruff properties.

In summary, the dry shampoo market is a dynamic and growing sector within the personal care industry, continually evolving to meet consumer demands for convenience, health-conscious options, and effective hair care solutions.