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Brief Published: 28 May 2020

Hand Sanitisers Get the Glossier Treatment

Neat Products

Covid-19 has blown up the global hand sanitiser market, with sales projected to accelerate at a compound annual growth rate of 12.3% to reach $3.65bn by 2026 (ReportLinker, 2020). New brands and launches are capitalising on growing demand with Instagram-friendly products that ditch the clinical vibe. 

New US start-up Neat Products launched in April with one product: a 62% alcohol and aloe vera Hand Sanitizing Gel with pleasing white and millennial pink packaging. “A lot of people like to use nice skincare and make-up, so we wanted to make an everyday product that integrates into their routines to take the scary part of fighting a disease out of the equation,” co-founder Jen Fassino told industry news site Beauty Independent. Similarly, natural British brand Bybi’s Clean Hands moisturising sanitiser comes in a soft pink spray bottle with gold font treatment.

In May, UK skincare disruptor The InKey List also launched a 70% Alcohol Hand Treatment in its signature monochrome packaging. The sanitiser follows in the footsteps of its buzzy counterparts by including trending beauty ingredients. These include a 3% hydration complex to lock in moisture, 1% Pollustop to protect the skin from environmental stressors, and 4% lipids to soothe dry chapped hands.

Australian botanical brand Aesop’s Rinse-Free Hand Wash was launched back in 2018 – but its luxurious signature mandarin rind, rosemary leaf and cedar atlas Resurrection scent and cult packaging has attracted consumers during the outbreak. It’s sold out on Aesop’s website as well as affiliate e-tail channels.

Research suggests demand for sanitising products will continue to grow long after the virus has been contained, turning the fringe product into an everyday essential. Brands should take note of indie innovation, and develop products consumers will want to use regularly and share on social media. For more on hand sanitisers and stats on demand and usage, see Sanitising & Care Innovation in Cosmetics in the Wake of Covid-19

For more on the latest packaging trends and innovation, see Packaging Futures 20/21.

The InKey List