The company, thinkgeek.com, which markets products including 'geek toys', such as Japanese-themed gifts and technology-based products, says that the soap supplies the equivalent of two cups of caffeine with each wash. Called Shower Shock, it is being marketed as the world's first ever caffeinated soap. It is said to be absorbed naturally by the skin, which means that time-starved individuals, or fully blown caffeine addicts can get their morning fix without having to brew up the coffee. Shower Shock is sold as both bars of soap as well as in a liquid shower gel form that comes in a 6.78fl oz PET container filled with a 'Mt. Dew' colored liquid soap. As well as the caffeine, the soap bars are formulated with vegetable-based glycerine and is said to avoid all harsh chemicals or unnatural ingredients. The soap bars are also scented with peppermint oil and infused with caffeine anhydrous, allowing for around 12 showers per 4 ounce bar with 200 milligrams of caffeine per serving. The company claims that after using the soap, the caffeine takes effect after just five minutes. Thinkgeek markets over 25 caffeine or coffee-based products, including white and dark chocolate coffee beans, a caffeine based energy gel, caffeine gum and caffeine lip balm. Although coffee-based personal care products have appeared on the market from time to time, they have very much remained as niche-based products. One notable inclusion of caffeine as an ingredient has been in hair restoration formulations, highlighted by German company Alpecin Cosmetics, which markets a caffeine-based hair restorer called After Shampoo Liquid.