#WBD Blog
Tim Brooks May 6, 2026
Batiste - Dry Shampoo for Everyone
Batiste is a British brand with a global story. Made in Folkestone, the Church & Dwight-owned brand is the world's number one dry shampoo, with a market-leading share across its key markets including the UK, France, Australia, the US, Canada, Germany and China.
The dry shampoo category is growing, driven by shifting consumer habits: mainly women with a demand for quick, waterless hair care solutions that save time without compromising on results.
Innovation has been central to the brand's momentum. Batiste launched 24H Fresh Dry Shampoos powered by sweat and touch-activated technology - developed after discovering that 44% of women had avoided working out to save their hair. The brand further expanded in August 2025 with a new collection specifically designed for textured hair. The 'Pass the Batiste' global campaign challenges existing perceptions of dry shampoo, highlighting that 64% of usage is for benefits beyond oil control, such as volume, texture and fragrance
There are some - the misinformed or frankly ignorant - that express a view that the world does not really need brands – we just need products. Humbug!
What they fail to comprehend is that without the investment of brands in innovation alongside their relentless quest to explain and highlight their brands to us (through marketing investment) segments like dry shampoo would be unlikely to ever exist in a meaningful way. Further, the lack of competitive intensity would stifle on-going product improvements. And, more importantly, even if the product had been created, we would never know about it or be able find it.
We would go so far as to say, without brands, and in this case the single-mindedly determination a sub-category champion – Batiste – many categories or solutions consumers use and rely on would remain unmet needs in the suggestion box of time.
Batiste has worked extensively to define the needs and occasions; to deliver products with a tangible benefit and positive product experience; they have invested to extend the benefit scope through innovation, and they use insight and marketing investment to engage and persuade consumers to add the brand to their hair care repertoire. Result broader economic value and consumer benefit is created.
Own label or un-branded companies would simply never bother – no immediate demand, too specialist, too much risk, a lack of expertise, too slow burn etc. - to build this market. Thank you Batiste and its owner Church & Dwight for turning a niche idea into a thriving category and a fabulous brand leader. It’s #whatbrandsdo.
