Sustainable male grooming challenger Bob has unveiled XL, a larger version of its bodywash bar, as it eyes its first retail listings.
Available from Bob’s webstore, XL (from £14/2x125g) is suitable for body, face and hair. It had been “developed to deliver a great clean and a premium washing experience at an affordable price”, said the brand. The solid format reduced “reliance on the plastic bottles traditionally associated with the category”.
About 200% larger than Bob’s 41g shower bars, XL comes in four of the startup’s signature fragrances: Peppermint & Lime, Almond & Tonka Bean, Lime & Patchouli and Sandalwood & Geranium. It is the brand’s first SKU designed for retail, as it targets its first listings for early 2027.
“When you walk down the bodywash aisle it’s still overwhelmingly dominated by liquid in plastic bottles, and we think there’s a real opportunity to give consumers something different,” said Mike Brennan, co-founder of Bob. “XL has been formulated to deliver everything you want from a great bodywash in one simple product. It smells great, feels great to use, and delivers a great clean, while offering an alternative to the traditional liquid format.
”The larger bodywash bar was “an important launch for Bob because it takes us another step towards the bodywash shelf,” Brennan added. “XL has been created with retail in mind and will be our first retail SKU as we target launching Bob into stores in early 2027. We’re building a new proposition within men’s personal care around a simple idea, fixing what bodywash forgot. We want to show that bodywash doesn’t have to look the way it always has.”
In January, Bob expanded its bodywash portfolio with three applicator colourways – blue, orange and green – and two scented soap refills, The Ordinary Man (lime & patchouli) and The Modern Man (almond & tonka bean).
The brand made its debut online in early 2025 with an unscented 41g bodywash bar and black applicator. It went on to add two scented bars, The Morning Man (peppermint & lime) and The Evening Man (geranium, mandarin & bergamot) in July and November of that year respectively.
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