Are shampoo bottles and toothpaste tubes getting smaller? Toiletries shrinkflation

How to compare toiletries

1. Price per 100 ml or per ounce. Shampoo and body wash shrink in 25 to 50 ml steps (Dove shower cream 250 → 225 ml, Andrélon 300 → 250 ml).
2. Weigh the soap bar. Dove Beauty Bar went from 100 to 90 g in the UK and Germany and from 3.17 to 2.6 oz in the US.
3. Toothpaste tubes: check the ml or oz on the box; the box size often stays the same.
4. Count the items. Razors, cotton swabs, liners and pads lost items per pack (Always Dailies 38 → 28 liners, Gillette Custom Plus 36 → 30 razors).
5. Look it up: search a brand, or use the barcode lookup.

More: all soap, shampoo & body wash cases · toothpaste, deodorant & razors · laundry detergent shrinkflation · diaper shrinkflation · vitamin shrinkflation · cleaning products & dish soap · Germany list · US tracker · Israel tracker · Austria list.

FAQ

Are shampoo bottles and toothpaste tubes getting smaller?

Yes. Shampoo bottles, soap bars and toothpaste tubes keep shrinking. ShrinkRadar has 116 documented cases of shampoos, soaps, body washes, toothpastes, deodorants and other toiletries sold in smaller packs or with fewer items, in Germany, the US, the UK, Austria, the Netherlands, Hungary, Israel, Italy, South Korea, Japan, Australia, Canada, Switzerland, Spain, France and Norway, from 2007 to 2026 (16 of them in 2026). The median cut is 16.7%, which is a 20.0% higher price per unit if the pack price stayed the same. The most recent: Aussie shampoo and conditioner (Norway) 500 ml → 400 ml (2026); Dove shampoo and conditioner (Israel) 400 ml → 350 ml (2024–2026); Flamingo Estate Shampoo 17 oz → 12 oz (2026); Andrélon Intense Repair Conditioner 250 ml → 200 ml (2026).

Which toiletry shrank the most?

Herbal Essences conditioners, Ignite My Colour / Dazzling Shine / Hello Hydration (UK): 400 ml → 275 ml (−31.2%, 2024, source: thegrocer.co.uk). Others with big cuts: Flamingo Estate Shampoo 17 oz → 12 oz; Suave shampoo and conditioner, family size 30 fl oz → 22.5 fl oz; Aussie shampoo and conditioner (Norway) 500 ml → 400 ml.

Has Dove shrunk its products?

Yes. 9 documented cuts, newest first: Dove shampoo and conditioner (Israel) 400 ml → 350 ml (2024–2026); Dove Deeply Nourishing Douchegel 250 ml → 225 ml (2025); Dove creamy bubble bath (Awakening, Indulging) (Hungary) 500 ml → 450 ml (2025); Dove Advanced Care Duschcreme Reichhaltige Pflege 250 ml → 225 ml (2024); Dove Beauty Bar (US) 3.17 oz → 2.6 oz (2024); Dove shower cream (Austria) 250 ml → 225 ml (2024); Dove Body Wash 24 oz → 22 oz (2023); Dove Beauty Bar (UK) 100 g → 90 g (2022); and more in the brand tracker below.

Has Crest shrunk its products?

Yes. 7 documented cuts, newest first: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026); Crest 3D White toothpaste 3.8 oz → 3.3 oz (2024); Crest Enamel Repair toothpaste 4.1 oz → 3.7 oz (2024); Crest Gum Detoxify 4.1 oz → 3.7 oz (2023); Crest Toothpaste 4.1 oz → 3.8 oz (2021); Crest Pro-Health toothpaste (2017) 5.1 oz → 4.6 oz (2017); Crest Pro Health 6 oz → 5.1 oz (2016).

Has Gillette shrunk its products?

Yes. 6 documented cuts, newest first: Gillette Fusion ProGlide manual razor cartridges (Hungary) 14 cartridges → 12 cartridges (2026); Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary) 4 cartridges → 3 cartridges (2026); Gillette Venus Comfort Glide razor cartridges (Sugarberry, Coconut) (Hungary) 4 cartridges → 3 cartridges (2025); Gillette Custom Plus 3 disposable razors (Costco pack) 36 razors → 30 razors (2024); Gillette Rasierklingen 20 pieces → 18 pieces (2020); Gillette deodorant stick 4 oz → 3.8 oz (2015).

Has NIVEA shrunk its products?

Yes. 5 documented cuts, newest first: NIVEA Creme Care and Creme Soft cream soap bars (Hungary) 100 g → 90 g (2026); Nivea Sun UV Gesicht Anti-Age LSF 50+ 50 ml → 40 ml (2026); Nivea Sun Ultra Sensitive SPF 50 sun cream (UK) 50 ml → 40 ml (2026); Nivea Sun Schutz & Pflege LSF 30 250 ml → 200 ml (2025); Nivea Hand Creme Intensive Pflege 100 ml → 75 ml (2021).

Did the price per unit go up?

Where the source recorded the price before and after (56 cases), 56 cost more per unit afterwards.

Has Crest toothpaste shrunk?

Yes. Crest Pro Health 6 oz → 5.1 oz (2016); Crest Pro-Health toothpaste (2017) 5.1 oz → 4.6 oz (2017); Crest Toothpaste 4.1 oz → 3.8 oz (2021); Crest Gum Detoxify 4.1 oz → 3.7 oz (2023); Crest 3D White toothpaste 3.8 oz → 3.3 oz (2024); Crest Enamel Repair toothpaste 4.1 oz → 3.7 oz (2024); Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026). Each is a separate report about a specific tube.

Why did UK toothpaste go from 100 ml to 75 ml?

Several UK tubes (Colgate Triple Action, Aquafresh Complete Care, and Sensodyne in Germany) were cut from 100 ml to 75 ml, a quarter less paste in one step. A 75 ml tube is now a common size, so compare the price per 100 ml rather than the price per tube.

How do I compare shampoo and soap prices fairly?

Use the price per 100 ml (or per ounce in the US) for liquids and per 100 g for bars. The unit price calculator compares bottles and bars by volume, weight or count.

Where does this data come from?

From nkfh.gov.hu, mouseprint.org, kk.no, prijsprofeet.nl, allsupers.co.uk, wcpo.com, cow-soap.co.jp, israelhayom.co.il. Each case page quotes or links its source, and we list a cut only when the source gives both the old and the new size or count. We do not estimate.