The truth about white soaps: myth or marketing reality?

Historically, white has always been associated with purity, innocence, and cleanliness. In many cultures, white is the color of religious ceremonies and purification rituals. This cultural association has been exploited by companies to sell cleaning products, and soaps in particular. By showing us immaculate soaps in advertisements, these companies play on our subconscious perception that anything white is necessarily clean and pure. White is perceived as calming and reassuring; it inspires trust and gives an impression of freshness and purity.

The color of a soap is determined by the natural ingredients used in its manufacture. Contrary to popular belief, a natural soap is not necessarily white. Vegetable oils, butters, clays, herbs, and other natural ingredients can give soap a wide range of colors. For example, an olive oil-based soap will have a green tint, while a soap containing turmeric will be yellow or orange. Adding vanillin always makes a soap darker, especially when it is cold-saponified; the reactions with NaOH are always surprising. Even a soap with no additives other than oils and butters will necessarily be a brownish-cream color. To obtain white products, many natural ingredients must be bleached, which often involves chemical treatments. For example, vegetable oils, which typically have yellowish or greenish tints, are often bleached to achieve a more neutral appearance. This practice goes against the trend toward more natural and less processed ingredients, but it persists due to consumer expectations.

Commercial soap companies use marketing to influence our perceptions and consumer choices. By making us believe that white soap is synonymous with purity and cleanliness, they encourage us to buy their products. However, this perception is far from the truth. Natural and artisanal soaps, though often colored, are just as, if not more, beneficial for the skin. As previously noted, the color white has a long history associated with purity, cleanliness, and health. This cultural perception has been skillfully exploited by cosmetic companies to influence consumer choices. Here's how white color marketing works in the cosmetics industry:

• Luxury and refinement: the color white is often associated with purity, cleanliness, and luxury in consumer products, but it is not necessarily a direct synonym for wealth. However, in certain contexts, white can evoke high-end or elegance, particularly in products such as fashion items, cosmetics, or technological products. This association can be reinforced by minimalist design and careful presentation, which are often perceived as signs of sophistication and superior quality.
• Purity and innocence: the color white is universally perceived as a symbol of purity and innocence. By using white packaging and products, brands send an implicit message that their products are pure, free from unwanted additives or contaminants. This is particularly relevant for skincare products and creams, where the purity of ingredients is essential.
• Simplicity and elegance: white is often associated with simplicity and elegance. In a saturated market of colorful and flashy products, white packaging can stand out as sophisticated and high-quality. Luxury brands often leverage this perception to attract high-end clientele who associate simplicity with elegance.
• Science and sterility: the color white is also linked to science and sterility. Laboratories, hospitals, and clinical environments widely use white to evoke cleanliness and asepsis. By adopting a white aesthetic, cosmetic brands suggest that their products are scientifically proven, safe, and hygienic.
• Trust and health: White is often used to inspire trust and evoke connotations of health and well-being. White products can appear cleaner and safer, which is particularly important for consumers concerned about their health and hygiene. This perception is often exploited by cosmetic brands to reassure consumers about the quality and safety of their products.

We are in an era of the informed consumer, where consumers need to know more about what they buy than just its function and cost. A 2018 survey found that 65% of consumers expect a brand to transparently disclose ingredient sources, and 54% are concerned about environmental impact. A more recent study found that 45% of Gen Z consumers surveyed prioritize sustainability over price. People want to know what the ingredients are, where they come from, and their environmental impact. Hence the growing popularity of "natural beauty" or "green beauty": skincare and cosmetics made with naturally sourced ingredients that are not harmful to people or the planet.

As sustainability has moved from a niche selling point to a necessity, major industry leaders have looked for ways to make their formulas more natural. Rituals has committed to making all its products at least 90% natural by 2023, L'Oréal is committed to being almost 100% natural by 2030, and P&G (Procter & Gamble) is working to provide more products with naturally sourced ingredients.

At the same time, product developers, formulators, and marketing teams in the industry insist on sticking to the age-old standard of white or transparent formulations. What a contradiction! Natural ingredients are often bleached to achieve this color. So why do they continue to make natural products in this way? Nature is rarely white or transparent. Bleaching is therefore a common but completely unnecessary practice. The white soaps often found on store shelves have often been bleached or contain additives to give them that color. This process provides no benefit to the skin and can even introduce potentially irritating chemicals. In contrast, artisanal and natural soaps, like ours, are made without these additives, thus preserving the benefits of natural ingredients. Here are some methods used to whiten cosmetics: 

• Use of white colorants: colorants, white pigments, or minerals. Some cosmetic products may contain white pigments or colorants to improve the product's appearance, making it brighter or whiter.
• Chemical treatments: peroxides and optical brightening agents; used in some products to give a whiter or brighter appearance by reflecting UV light as visible light. These agents are more common in detergents but can sometimes be present in cosmetics.
  
  It is important to note that not all of these processes are without risks and can have side effects, especially if used excessively or inappropriately. It is therefore recommended to fully understand a product's ingredients before using it and, if necessary, to consult a healthcare professional.

Some naturally colored soaps

Frida pink clay & sweet pea soap

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Alayna avocado oil & lemon soap

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Olinw Donkey Milk Soap

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To make more informed choices, it's important to learn about the ingredients and manufacturing processes of soaps. Opting for natural and artisanal soaps like ours guarantees not only better quality but also a rich sensory experience and, most importantly, products that are not harmful to your health.