Conditioners, deodorants, makeup removers… the solid cosmetics offering is broadening, and the number of brands taking their chance on this segment is increasing. More playful gestures and more glamorous galenic forms are meant to seduce consumers eager for novelty and eco-designed products, but who also demand pleasure of use and efficacy.

Before 2019, there were almost no references of solid cosmetics in supermarkets. Three years later, the situation has changed a lot, with a rise in...

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