Soap and bath brands are also adopting sensoriality and skinification. Exfoliating claims in shower products have grown 86 percentage points over the last five years and now represent 6% of launches. Ma Kibell’s Brittany Sand Exfoliating Shower Gel, launched in France in July 2025 takes this to a regional sensorial level, with visible suspended grains of sand offering exfoliation, all with a Northern French twist.