- In March 2023, Good Earth, renowned for its tableware, home décor, soaps, candles, and perfumes, introduced a new bath and body line named Amritam Coco Loco. Crafted from organic ingredients certified by Ecocert and COSMOS, the products feature cleansing agents derived from coconut. The range includes body wash, face oil, hair oil, body oil, hand wash, shampoo, conditioner, and body scrub, enriched with botanical actives such as colloidal oats, aloe vera, and seabuckthorn
- In October 2022, Barker Wellness and Kourtney Kardashian Barker teamed up to introduce a line of bath and body products
- In July 2022, CLEANO2 announced the launch of its body bar soap, marking the company's entry into the bath and shower products segment. This product expansion is expected to strengthen CLEANO2's market presence and contribute to broader market growth by increasing the availability of eco-friendly and innovative bath solutions
- In April 2021, Olay unveiled its latest product lineup featuring three new premium collections: the Olay Premium Exfoliating Body Wash Collection, the Olay Cleansing & Renewing Body Care Duo with Retinol, and the Olay Dermatologist Designed Collection
- In June 2020, Emami Limited introduced a new range of Boroplus soap and hand wash products, aiming to reposition Boroplus as an all-season brand. This strategic move is likely to enhance product diversification within the market and drive competition, particularly in the hygiene-focused bath and shower products segment.
