Bar Soap Loyalist Fights to Save a Vanishing Tradition

A journalist investigates the decline of bar soap and the rise of body wash in America

Feb. 18, 2026 at 7:39am

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A journalist explores the history of bar soap in America, from its 19th-century origins to its current status as a fading tradition. He delves into the factors that have contributed to the rise of body wash, including marketing campaigns, germ theory, and the influence of the TV show "Friends". Through interviews and a scientific experiment, the journalist aims to dispel the myth that bar soap is inherently dirtier than body wash and encourage younger generations to embrace the simplicity and nostalgia of bar soap.

Why it matters

The decline of bar soap represents a broader shift in American personal care and hygiene habits, with implications for sustainability, consumer preferences, and the preservation of traditional products and practices. Understanding this transition can provide insights into evolving cultural values and the forces shaping the consumer landscape.

The details

The journalist traces the history of bar soap, from its utilitarian origins to its role in the 19th-century "sanitarian" movement that promoted cleanliness as a marker of social status. He examines how soap companies used marketing and germ theory to drive demand for their products, leading to the rise of liquid soap and body wash. The article also explores the hospitality industry's shift away from individual bar soaps in favor of wall-mounted, refillable dispensers, and how this change has influenced consumer perceptions and expectations.

  • In 1979, Minnesota entrepreneur Robert Taylor launched the Softsoap brand, introducing liquid soap and ushering in the era of body wash.
  • In the early 2000s, major brands like Old Spice and Axe introduced body wash products, targeting male consumers.
  • In 2007, body wash sales surpassed bar soap sales for the first time in the United States.
  • In the 2010s, the trend of wall-mounted, refillable bath product dispensers in hotels became increasingly common.
  • In 2020, during the COVID-19 pandemic, some hotels began installing locks on their bath product dispensers to address hygiene concerns.

The players

Robert Taylor

A Minnesota entrepreneur who launched the Softsoap brand in 1979, introducing liquid soap and ushering in the era of body wash.

Emmanuel Bronner

Manufactured and sold his "Magic Soap", featuring quasi-religious tracts, since the 1940s.

Jonathon Hall

The director of microbiology at HP Environmental, a consulting firm that conducted a scientific experiment to test the bacterial levels on bar soap and a shower pouf.

Marilla Vasarhelyi

The marketing director of the Irish Spring line at Colgate-Palmolive, who provided insights into the brand's history and consumer preferences.

Nate Simon

A University of Massachusetts Amherst undergraduate and soapmaking entrepreneur who advocates for bar soap among younger consumers.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee

The takeaway

The decline of bar soap represents a broader shift in American personal care and hygiene habits, with implications for sustainability, consumer preferences, and the preservation of traditional products and practices. Understanding this transition can provide insights into evolving cultural values and the forces shaping the consumer landscape.