Rising Allergies are Boosting Demand for Sensitive-Skin Soaps

To understand why this shift is happening, it helps to look at one of the gentlest cleansers on the market: syndet.

As allergies and sensitive skin conditions become increasingly common, brands that fail to offer products targeted to this audience risk being left behind. Consumers will continue to look for gentler options as a necessity, not just a “nice-to-have”.

According to Aveeno’s State of Skin Sensitivity Report, the sensitive skincare market is expected to be worth over $80 billion globally by 2030. Notably, one in three adults and one in four children in the US have seasonal, food, or skin allergies.

Allergen-free and allergen-friendly formulations are taking a larger share of the market as consumer demand continues to grow, and it is an essential category for all skincare brands. One mild solid cleanser for those with skin sensitivity is Synthetic Detergent, aka syndet.

What is Syndet?

While not a common name, syndet is something that many individuals have likely used while washing their hands. Many prominent brands in the soap industry, including Dove, manufacture their bars with this cleanser or with a combo base of syndet and soap.

While soap, according to the FDA, is made by combining lye with fats and oils, where alkali salts are formed to make the proper “soap”, syndet refers to cleansers made with synthetic surfactants. While the name might sound harsh, they are milder than traditional soap and are often coconut-derived. Syndets have a pH balance-meaning the measure of how acidic or alkaline a substance is, closer to the skin, making them gentler with less disruption to the skin microbiome and pulling less of the skin’s natural oils. Under FDA guidelines, syndet products cannot be labeled as ‘soap’, so they are instead marketed as ‘beauty bars’ or ‘mild cleansing bars’.

What is pH and why does it matter to the skin?

pH stands for potential hydrogen and indicates how acidic or alkaline (basic) a substance is, making it a key factor when choosing the right cleansing bar for your skin. A pH below 7 is acidic, and a pH above 7 is non-acidic. Skin is at a neutral pH level of around 7, similar to the normal acid mantle pH of the skin, which causes less irritation. Many factors influence skin pH, including diet, climate, hygiene habits, and the products you use. Skin that is too acidic or too alkaline can experience dryness and flakiness.

Combination Bars (Combo bars) contain both syndet and soap, which together reduce the irritancy of the product. In general, they are less irritating for sensitive skin than soap and less mild than syndet bars.

For those with sensitive skin, disrupted skin pH is associated with chronic conditions like acne, eczema, atopic dermatitis, psoriasis, and rosacea. Syndet is a milder format that is closer to the skin’s pH, making it gentler on the skin and helpful for those with these skin conditions.

What are the benefits of Syndet?

Key benefits include:

1. Suitable for those with sensitive skin and less likely to cause irritation
2. Acts as a gentle cleanser format without removing the skin's natural oils
3. Maintains the skin’s natural acid mantle
4. Due to the low pH, syndet works well with many active ingredients designed for sensitive skin.
5. Maintains skin hydration due to the relatively high free fatty acid content
6. Unclogs sebum-filled pores
7. Bradford’s syndet base contains moisturizing properties that help hydrate and nourish skin

Conclusion

Soap for sensitive skin will no longer be a nice-to-have but rather an expectation for consumers. Syndet is a perfect solution for a mild cleansing bar that performs like soap but is gentler on the skin. As sensitivity and allergen awareness rise, syndet technology will continue to play a central role in shaping the next generation of gentle cleansing products.