Powder conditioner: The Powder Shampoo developing waterless conditioner on the back of consumer demand

According to founder Jlynn Chen, fans of the brand have been eagerly anticipating the launch of the conditioner since the brand launched two years ago.

However, the development of the product has run into some challenges.

“Conditioner is not so straightforward as we are a waterless brand and we do not want to make any products that use our precious water resources. Shampoo is easier because you can use the lather as an indication of how much water to use. But a conditioner doesn’t lather, so what happens is that people might end up using too much or too little water. This makes it pasty or watery then it doesn’t have the conditioning effect,” Chen explained.

She told CosmeticsDesign-Asia that it has already rejected one formulation.

“It had the perfect consistency, perfect measurements, but it didn’t work out and we’re working on a new one.”

Chen did not specify the exact issue with the initial formula, highlighting the complexities involved in formulating a conditioner without water.

She added that if all goes well, consumers can expect a launch by the end of this year.

The brand was recently exhibited at the 13^th​ Supplier’s Day Symposium held by the Singapore Cosmetics Scientists Society (SCSS) on August 30.

In addition to a conditioner, the brand is also on track to expand into pet care with a shampoo for dogs and cats.

“We’ve gotten the formula but we’re just holding back till we launch the conditioner,” said Chen.

Since its launch two years ago, The Powder Shampoo has expanded to 10 markets, such as Thailand, South Korea, Hong Kong, the US, and the UK.

The firm is available in South East Asia and Hong Kong through retail partner Sephora.

‘We’re walking the talk’​

According to market intelligence firm Mintel, the sustainability factor is becoming increasing important in the SEA beauty and personal care market.

It said that product launches with ethical and environmental claims have grown by 66% in between October 2018 to September 2023.

However, one of the biggest barriers to adopting eco-products are the higher costs.

The Powder Shampoo’s success with consumers can be attributed to its ability to deliver value for money.

Its 100-gram shampoo bottle retails for SGD39.90. A 50-gram refill retails for SGD19.90.

While the upfront prices are higher than conventional liquid products, the brand claims that one bottle can last approximately 100 washes.

“Because it is a concentrate and not diluted by water, it last 10-times longer than a regular liquid shampoo or body wash of the same size. When consumers first receive our products, they think it’s too expensive or too small but when they start using it, they realise how long it lasts,” said Chen.

While this may be a boon for consumers, this can hurt the brand’s chances with potential partners.

“It lasts 10-times longer, which means customers don’t come back as often. I’ve lost potential distributors and retailers because the product lasts so long, they don’t buy as often. Some have wanted me to double my retail price because it lasts for so many washes,” she told us.

Regardless, Chen said the brand has no desire to change its product.

“We wanted to make sure the products would last a longer time. There is too much waste in the industry and it has to stop. There’s too much plastic packaging. I just want consumers to be educated that there are options out there and you don’t have to buy and throw things away every month. That’s the problem we want to solve. We’re walking the talk.”