How is soap changing in the age of clean?
11 Sep 2017
How is soap changing in the age of clean?

Soap bars have gained a reputation as dirty havens for bacteria, with liquid variants gaining popularity due to this fear of germs. But a current lens of wellness is shifting perceptions. Could the humble bar of soap make a timely comeback in an age of ‘good dirt’, clean living and veganism?

Shabana Ebrahem

With over 15 years of experience mapping cultural shifts and trends, Shabana Ebrahem helps brands better contextualise contemporary lifestyle and wellbeing narratives. She's a trusted industry advisor, idea curator, practitioner, and educator, skilled in trend application, research, and cultural insight. Ebrahem has designed and led pivotal foresight and market intelligence projects for leading brands in the UK and globally across industries, including beauty, supplement health, consumer electronics, and retail – making her a go-to specialist for several leading companies.