Why the Big Shampoo Bottle Isn't So Big: SARAH RAINEY Investigates

The Hidden Truth Behind Part-Empty Beauty Products

Have you ever opened a new bottle of shampoo, jar of face cream, or tube of suncream only to find it's far from full? You're not alone. Tens of thousands of shoppers have taken to online forums to express their frustrations about part-empty containers in the beauty world. Toiletries are among the worst offenders, with super-sized packaging often giving customers a misleading impression of just how much they're getting for their money.

Some leading brands use opaque bottles or labels, making it impossible to see what's inside. Others have double-walled sides, large lids, or false bases that can make quantities appear bigger than they are. But why do manufacturers do this? And why don't they fill their products to the top?

According to Ariane Young, a celebrity and media makeup artist, "They use bigger containers so it looks like you're getting more for your money." She explains that ingredients, labor, and marketing costs are rising, but customers are less willing to spend on new products every month. As a result, brands are finding ways to cut corners.

There may also be practical reasons behind the design choices. Kyle Frank, a beauty expert and cosmetics formulator, notes that some products need extra 'breathing space' to ensure they reach customers intact. "Product packaging can expand due to temperature changes and rocky movement during transit," he says. "Depending on the formulation of the product, this may cause more air to be produced. This is known as thermal expansion."

Such expansion could lead to leakage or even burst containers, so leaving a little space at the top ensures the product arrives safely. However, many consumers still feel misled by the size and shape of the packaging.

To investigate further, an experiment was conducted comparing the amount of liquid, gel, or cream in beauty products (as stated on the packaging) against the total volume of the container (in milliliters). The process involved squeezing the product into a glass measuring beaker and filling the empty container with water to determine its full capacity.

The results were eye-opening. Here are some key findings:

• Garnier Vitamin C Nutri-Glow Body Cream – Jar holds 530ml, actually contains 380ml (72% full)
• Simple Gentle Cleansing Shampoo – Bottle holds 460ml, actually contains 400ml (87% full)
• CeraVe Foaming Face Cleanser – Bottle holds 285ml, actually contains 236ml (83% full)
• Garnier Ambre Solaire Soothing After Sun – Bottle holds 410ml, actually contains 400ml (98% full)
• Dove Moisturising Hand Wash – Bottle holds 300ml, actually contains 250ml (83% full)
• Nivea Sun Protect Suncream Factor 30 – Bottle holds 205ml, actually contains 200ml (98% full)
• Sanex Expert Soothing Bath Soak – Bottle holds 505ml, actually contains 450ml (89% full)
• Palmer's Cocoa Butter Intensive Body Lotion – Bottle holds 275ml, actually contains 275ml (100% full)
• Dove Body Love Self-Tan Lotion – Bottle holds 450ml, actually contains 400ml (89% full)
• Oral B 3D White Luxe Mouthwash – Bottle holds 540ml, actually contains 500ml (93% full)

Other products tested included:

• Nivea 2 in 1 Cleansing Milk and Refreshing Toner – Bottle holds 198ml, actually contains 175ml (88% full)
• Nivea Men Energy Shower Gel – Bottle holds 424ml, actually contains 400ml (94% full)
• Herbal Essences Dazzling Shine Shampoo – Bottle holds 455ml, actually contains 400ml (88% full)
• Head & Shoulders Classic Clean 2 in 1 Shampoo – Bottle holds 268ml, actually contains 250ml (93% full)
• Aussie Miracle Moist Conditioner XL – Bottle holds 580ml, actually contains 470ml (81% full)
• Palmolive Naturals Coconut Milk Shower Cream – Bottle holds 542ml, actually contains 500ml (92% full)
• Baylis and Harding Goodness Natural Body Wash – Bottle holds 542ml, actually contains 500ml (92% full)
• Lynx Africa Body, Face and Hair Wash – Bottle holds 230ml, actually contains 225ml (98% full)
• Bulldog Original Shave Gel – Tube holds 190ml, actually contains 175ml (92% full)
• Vaseline Healthy Hands and Stronger Nails Hand Cream – Bottle holds 209ml, actually contains 200ml (96% full)

These findings highlight how packaging design can significantly impact consumer perception. While some products are nearly full, others leave noticeable empty space. Understanding the true volume of what you're purchasing can help you make more informed decisions when shopping for beauty products.