Providing on-the-go convenience for consumers is an evolving challenge for the hair care and body care sectors.
High powder formulations in hair and body care are seeing growth. The dry shampoo market has been a fast-growing segment, driven by demand for on-the-go, convenient to use alternatives. Estimated at US $4.04 billion in 2024, the dry shampoo market is projected to double to US $8.09 billion by 2030.¹ This growth is attributed to factors including changing consumer lifestyles, a need for convenience without compromising freshness, a growing awareness of advanced hair care products and popularity of waterless products.
Meanwhile, powder-based deodorants and anti-perspirants are also experiencing strong growth, thanks to consumer interest in more natural and sustainable products. The powder deodorant market is projected to reach US $2.8 billion by 2025, reflecting this demand.²
Powder spray formulations also appear in smaller categories, too, such as insect repellents, mineral-based sunscreens and foot sprays, due to their quick-drying, non-greasy and mess-free applications. Combining convenience with quality products with evolving consumer demand is an ongoing challenge for formulators.
For formulators, getting the dosing and dispensing right is crucial. These mechanisms directly influence user experience and brand perception, and are key functionalities to align delivery, product type and consumer expectations.
High powder formulations - dispensing challenges
High powder formulations in hair care and body care products may appeal to today’s consumers but they present several dispensing challenges for formulators. Principally clogging, which can compromise both functionality and user experience, occurs when fine particles, such as starches or silica, accumulate in dispensing mechanisms, leading to blockages over time.
Wally Kedzior, Sr Manager of Technical Services at Aptar Beauty, a global leader in consumer dispensing, explains:
“At Aptar, the Applications Lab has deep technical expertise for developing dispensing solutions for all products. For powder formulas that will be used in pressurized packaging systems, there are valve styles for low powder content that is under 8% and higher powder content, up to 20%.
“The increase of powder formulas launching to market drives Aptar to effectively deliver systems for complex formulas that meet the needs of today’s brands.”
Standard valves may not be optimized for powder-heavy formulations, and this can lead to clogging. In addition to clogging, caps becoming loose or falling off aerosols impacts user experience, leading to accidental dispensing, leakages or product damage during transportation. This creates both mess and waste, costly for brands and frustrating for consumers. A missing cap can also result in product integrity issues as dust or debris can clog the actuator.
These issues, together with the growth of the high powder formulators, highlight the growing need for integrated locking mechanisms such as twist-to-lock aerosol actuators, that blend performance and product protection. Hoodless aerosol packaging that is easy to lock and unlock, help to ensure product integrity and an improved consumer experience.
Optimizing dispensing for customized solutions
Aptar Beauty has developed an aerosol valve and actuator specifically optimized for powder formulations exceeding 9% concentration.
This was the missing piece in the product range and designed to fill the value gap in the market thanks to its high performance, built-in locking/unlocking system. By eliminating the need for an over cap and minimizing the risk of leakage or accidental actuation while in transit, it is ideal for on-the-go use. Consumers receive the benefit of convenience, while brands can receive the additional benefit of shelf differentiation due to the sleek, integrated design.
“The aerosol packaging market is experiencing a dynamic shift as consumers increasingly favor twist-to-lock actuators (TTLs,) over traditional removable caps,” says Greg Erickson, Director, Product Design & Innovation at Aptar Group. “This transition is fueled by demand for sustainability, since TTL formats use significantly less resin vs a standard aerosol actuator with over cap, and by a desire for superior in use experiences.
“As the global actuator market grows and TTLs become the new standard consumers expect the premium aesthetics, enhanced functionality, and modern conveniences they bring. TTLs are redefining consumer expectations for Personal Care, Beauty, and Home products.”
Launching later in 2025, Tina High Powder features a modern design with straight lines, anti-slip rips, and a matte finish. The two-part design allows for multiple color combinations. The finger recess on the cover guides consumers to spray in the intended direction – a key inclusive feature for visually challenged and hearing-impaired users, thanks to its double click™. Trademarked by Aptar, the double click™ is a standout feature designed to clearly indicate when the actuator is locked.
“Along with the pressurized dispensing system, Aptar offers a wide variety of Accessory Actuators that complement the desired look of the final package,” adds Kedzior. “These Twist-To-Lock dispensing actuators offer a wide range of options to provide the desired spray performance.”
Tina is part of Aptar Beauty’s collection of twist-to-lock aerosol actuators - a versatile collection of reliable, hoodless, on-the-go technology designed for convenience and differentiation for brands seeking to stand out on the shelf.
Complementing the portfolio, Aptar Beauty’s laboratory services include the Go2Lab, an innovation hub for expert support that helps brands accelerate speed to market and customize dispensing solutions to fit brand needs. With onsite lab services, 3D printing, sampling and prototyping, formulators can fast-track packaging development while ensuring optimal functionality and performance.
As consumer demand for on-the-go and innovative high-powder formulations grows, the need for high-performing, aerosol valves and actuators is key to ensure reliability and a seamless consumer experience. Aptar Beauty is well-positioned to help its customers succeed in this dynamic and evolving landscape.
References
- Grand View Research. Dry shampoo market summary.
- Euromonitor International.
