How Bar Soap Evolved From a Basic Necessity to a Symbol of Indulgent Self-Care

Bar soap is anything but revolutionary — and yet, the age-old hygiene staple has taken on a new life as a full-fledged symbol of spa-level pampering. While skincare-focused brands like MALIN+GOETZ and Glossier use cleanser bars to emphasize hydration and exfoliation, more luxe brands like Chanel and Chloé create perfumed soap to wash your hands with. Whether it can be chalked up to just another "recession indicator," or a true testament to Gen Z's affinity for eco-friendly beauty products, bar soap isn't exactly back — because it never left.

Brands like Dove and Dial once owned the bar soap game, but in 2025, beauty brands of every caliber are releasing their own versions of bar soap. While some are extravagant art pieces that deteriorate after a single use, others are simply an extension of our usual skincare routines. Because of their versatility, bar soap has become a huge trend among beauty lovers. For board certified dermatologist Dr. Jessie Cheung, bar soap is also a symbol of the slow beauty movement. "It’s nostalgia meets sustainability — a bar feels artisanal, looks chic on your counter, and cuts down on the plastic. It signals slow beauty and ritual," she tells Hypebae.

 

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For this reason, bar soap is often associated with sustainability. In 2025, bar soap isn't a way to cut out extra costs — it's a way to be more conscious of your environmental impact as a consumer. "Bar soap can be a lifestyle statement about conscious luxury and less waste. It's less about the economy and more about the cultural shift toward sustainability, minimalism and craftsmanship," Dr. Cheung says. Bar soaps are travel-friendly and often free of excessive packaging, meaning beauty fans can partake without worrying about plastic use. Ultimately, today's consumers are far more conscious about packaging waste, and a cleansing bar is less guilt-inducing than a plastic bottle of face wash.

While "recession indicators" are often associated with cost-cutting measures, they can also speak to our desire to treat ourselves amid tough times. So naturally, a product as simple as a bar of soap can quickly become luxurious. This juxtaposition between simplicity and grandeur is one of the many reasons why aesthetic nurse practitioner Melanie Abeyta believes bar soap is still such an essential part of our beauty routines. "Bar soaps have made a comeback because they combine simplicity with luxury. Many high-end brands are using high quality oils, butters and natural additives to create a product that feels artisanal and indulgent. For consumers, it’s a tactile, sensorial experience that can make a simple hygiene step feel like self-care," she says.

 

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Unlike other beauty products, bar soaps exist on a spectrum. They might be a drugstore basic, but they're simultaneously a designer collectible. Beyond that, bar soap feeds into our obsession with excessive self-care in a way that body wash fails to. A bar of soap feels more fleeting — and therefore, more precious. "A beautifully packaged bar feels artisanal and indulgent in a way that a plastic pump bottle doesn’t," beauty influencer marketing expert Megan Vasquez tells Hypebae. 

Regardless of why people are using it — bar soap's widespread resurgence is undeniable. For beauty experts, its popularity is proof that the perception is evolving. What was once considered an outdated, grandma-like staple has been reframed to feel indulgent and chic. Given how the beauty world has shifted to spotlight skincare ingredients and sustainable practices, bar soap continues to be successful because it has morphed into a product of the times. "For years, bar soap was seen as harsh or old-fashioned. Today, it’s being rebranded as clean, sustainable, and luxurious. The rise of body care content online has reframed the shower as a ritual, not a chore, and soap has been swept up in that shift," Vasquez says.

 

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TikTok fads come and go, but bar soap has stood the test of time. Over the years, we've seen the product turn from a dated bare necessity to the epitome of luxury pampering. Thanks to Gen Z-loved skincare brands creating their own iterations, along with consumers' increased awareness of packaging waste, bar soap shows no signs of fading away — that is, until your favorite Loewe soap becomes too small to use.

While you're here, read about Miu Miu's new "Miutine" campaign featuring Emma Corrin.

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