New Singapore start-up Beth aims to save the earth with shampoo bars

One shampoo bar saves three shampoo bottles from polluting our environment.

Get yourself a shampoo that your hair actually deserves.

Singapore-based start-up Beth launched their first-ever line of solid shampoo bars on 17th June. The concept for Beth was conceived out of a desire to introduce more sustainable haircare alternatives in a plastic-heavy industry.

However, founder Elizabeth Wong later uncovered even more problems with conventional shampoos. By raising awareness of how wasteful conventional liquid shampoos are, Beth wants Singaporeans to rethink the way they shampoo and help them lead more conscious lives.

What’s wrong with my shampoo?

Conventional liquid shampoos aren’t just bad for the environment, they’re not great for you either. They are:

  • Heavily diluted: They contain very few beneficial ingredients – a bottle of shampoo is made up of 70% water.
  • Harsh for your scalp: Most contain harsh chemicals such as sodium lauryl sulfate that strip your hair of its natural moisture.
  • Bad for the environment: Includes palm oil as an ingredient, large amounts of plastic waste from packaging and high water consumption in the production process.

The beginning of Beth

Beth was started by Elizabeth Wong, a former Singapore Management University (SMU) student. Elizabeth has always been an avid fan of hair care, beauty, and the chemistry behind them. The more she learned about the massive industry, the more she began to realize how wasteful it was.

Her quest for more sustainable haircare alternatives led her to realize that there were many other problems with liquid shampoos. When shampoo bars seemed to offer a viable solution to address all these issues, she spent the next seven months working closely with chemists in Korea to craft the perfect bar, taking extreme care to ensure to use only natural ingredients. In fact, solid shampoo bars were commonplace up to the 1920s.

“I’m a firm believer in the potential of collective action. I believe that it is more powerful for an entire population to make small changes in their daily lives towards living sustainably than for a handful of people to practice it perfectly. But it’s also not just about the environment. With Beth, most people don’t even realise that there are problems with conventional shampoos, and far fewer are aware of the alternatives available. But at the heart of it, Beth is really just a better shampoo. It’s better for your hair and it’s better for the earth too,” says Elizabeth.

Beth is making sustainable alternatives more accessible to the Singapore market with their cruelty-free, vegan-friendly, zero-waste solid shampoo bars. By bringing awareness to the dark side of the haircare industry, Beth wants to empower consumers to lead more informed, conscious lives. They want to bring back the solid shampoo bar as a staple in every Singaporean shower.

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Here’s why Beth is a better shampoo.

For comparison, you get the same product from one solid shampoo bar as you do with three bottles of liquid shampoo.

Better for your hair

  • pH balanced, sulfate and paraben-free, great for sensitive scalp and coloured hair.
  • Packed primarily with natural ingredients that keep your health shiny and healthy such as argan oil, avocado oil, olive oil and sunflower seed oil
  • Made in Korea

Better for the environment

  • Zero waste: 1 shampoo bar is equivalent to 3 shampoo bottles.
  • Palm free
  • Saves water, as each bar contains just 1% water
  • Cruelty-free and vegan friendly

Better for your wallet

  • Cheaper than most sulfate and paraben-free liquid shampoos in the market today
  • Cheaper than most shampoo bar brands
  • Lasts 3 to 6 times longer than a bottle of conventional shampoo


At Beth, we are a haircare company that sells shampoo while telling you to shampoo less. We sell solid hair care products to challenge the fast-paced haircare industry to slow down and reduce plastic packaging and waste. We aim to live in a world where shampoo bars are the norm. Also, every shampoo bar you purchase reduces 3 shampoo bottles polluting our environment.

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