Our relationship with handwashing has changed pretty dramatically over the past two years. If you’ve found yourself becoming more discerning about what you choose to wash with, you’re not alone. However, the popularity of high-quality bar soap was actually already growing before the pandemic struck. Since 2020, “we’ve definitely seen more interest as people strip back to basics with beauty routines,” says Abi Buller, a writer at the strategic-foresight consultancy the Future Laboratory. According to Buller, consumers are now “prioritising long-lasting, reliable products that appeal to both hygiene and sustainability concerns.”
