This brand’s shampoo bars are designed for hair, facial cleansing, even shaving.
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Targeted beauty products for every “concern” are increasingly capturing shoppers’ interest. And in this economy, brands are banking on selling more products as opposed to raising prices to make money, according to Business of Fashion and McKinsey’s annual State of Beauty 2025 report. And then there’s the ever-growing roster of celebrity beauty brands flooding the market with products and unnecessary accessories (see: Rhode’s viral lip balm phone case). Purchasing decisions, too, are more often driven by viral videos and live streamed shopping — 80% of TikTok users say it has influenced their beauty choices, and the platform’s Shop was expecting “standout” Black Friday sales this year, according to The Industry.
And yet, it doesn’t have to be this way. There are other options, which experts say can simplify not only the beauty industry’s impact, but your own beauty routine, too.
Disruptor London sells only one product category: shampoo bars, with a handful of formulas for different concerns.
An example is shampoo bars, arguably one of the best products to have on your bathroom shelf because they’re multi-purpose, lighter to ship, use less packaging, and can last way longer than bottled formulas. So why aren’t we seeing more bars around? Why are they limited to one option on the bottom shelf in the supermarket? And why are some shoppers still sceptical? It’s largely because of a lack of awareness around how good they actually are.
I called up Sira Dheshan Naidu for some insights. He’s an expert in this area, being the co-founder of Disruptor London, which makes only shampoo bars, and is Good On You’s highest rated beauty brand for its sustainability.
Naidu and his co-founder (and life partner) Dr Juan Jose Jimenez Anca built the business around ingredient transparency, responsible consumption, waterless formulas, just-in-time manufacturing, and plastic-free packaging. With so many products and so much stuff out there, it’s refreshing to see a brand take an intentional approach like this.
But also… What about my hair? Will it still be shiny without a liquid shampoo? Can it target the same concerns as the four (yes, four) bottled options in my rotation? Here’s what Naidu had to say:
AM: Can shampoo really work for both hair and body? Do I need different bars for each?
SN: Yes one bar can work for both if it’s formulated with that in mind. We took a very practical approach when designing Disruptor London’s proprietary formulas and made sure they’re pH-balanced and suitable for your skin, scalp and hair.
Think of it like a great quality cleanser that’s gentle enough for your face but tough enough on daily grime. Our bars are designed so the coconut-derived surfactants and botanical conditioning agents suit both hair and skin, so if you want a single product for the gym bag, travel, or to simplify your routine, this multi-use option’s brilliant. That said, some people love targeted bars for specific needs. So even though our bars are multi-use they are also problem-solution focused, for instance, our bestselling Flake Free bar addresses dry, itchy, and flaky scalp problems. Ultimately it’s about personal preference.
AM: What about the texture and feel: do they lather in the same way a liquid shampoo does? And do they melt when it’s warm?
SN: The lather’s a big deal. We reformulate until we get that satisfying foam without stripping your hair and yes, the bubbles can match (and even beat) liquid shampoo because you’re controlling how much product you use.
As for melting, no. A properly made shampoo bar holds its shape even in a steamy bathroom. It might soften a touch in extreme heat, but keep it on a dry soap dish or in a travel or storage case with built-in drainage and it’ll maintain its form in everyday conditions.
Sira Dheshan Naidu, left, and co-founder Dr Juan Jose Jimenez Anca created Disruptor London to help reduce overconsumption in the beauty industry.
AM: How do you make sure a solid formulation works the same — or better — than liquids? What are the considerations?
SN: For us, it’s all about making sure the formula is active-rich, concentrated, and efficacious. Liquids are largely 70-80% water, but shampoo bars skip that, so every gram you use is packed with the stuff that actually cleans, conditions, and cares for your hair. We balance gentle, biodegradable surfactants with nourishing plant oils and targeted plant-based actives, so you get salon-level results without a big plastic bottle. We’ve gone through loads of rounds in testing to nail the experience. Firstly the lather, the ease of glide, the comfort in your hand, the slip on your hair, because if it doesn’t feel right, you won’t want to use it again.
AM: Solid shampoo bars have the benefit of not needing plastic bottles, but beside that, what makes them better for the environment?
SN: The big win is eliminating water from the formula. That means less energy, fewer resources in production, and it’s lighter to ship, which lowers the carbon footprint. Plus, ingredients are easier to concentrate in solid form, so you use less over time and waste less packaging. Our bars come in compostable cartons, so when you’re done, there’s literally nothing left behind but great hair.
By designing multi-functional solid products that combine the function of shampoo, conditioner, cleanser and shave bars (for all genders) we’re also able to address the big issue of overconsumption in the beauty industry.
Eliminating water from the formula means less energy, fewer resources in production, and it’s lighter to ship… plus the ingredients are easier to concentrate in solid form
AM: What are the barriers to consumers shifting to bars, and how can the industry overcome them?
SN: One of the big reasons it’s taken a while for shampoo bars to really catch on is that most mainstream shops just aren’t stocking them yet. If you walk through any high street retailer, you’ll find shelves loaded with liquid shampoos in every scent and speciality, but maybe only one lonely bar tucked away, if at all. It’s no wonder people stick with what’s familiar when they don’t really have a choice; the visibility and variety just aren’t there.
On top of that, there’s the usual worry: will it lather well enough, feel nice on my hair, or end up mushy and messy on the bathroom shelf? We heard these pain points loud and clear in focus groups, so we tweaked our formula for a creamy lather, silky glide, and a bar that stays solid even with heavy use. It’s all about tackling those doubts with real results. When people can pick up a bar, feel the texture, and see a demo, the switch makes total sense.
AM: Could shampoo bars replace liquid versions altogether?
SN: Potentially, yes. Especially for travel, minimal routines, and eco-conscious folks, they already do. Mass-market change takes time, but given the environmental pressure to reduce plastic and water waste, I think they’ll become the default in more categories, with liquids reserved for niche or specialist uses.
