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Great question. I am not sure what the advantages are of liquid (over solid) soaps and shampoos or even if there are any. No packaging means no 'in your face' branding which for many companies is a non-starter (although they could put their branding on the soap itself). Perhaps companies who produce no waste could sell themselves as the 'virtuous company' that cares about the families they sell their products too and their environments.

Thanks Rowan for the comments. This is very similar to how Lush Cosmetics sell their bar soaps and shampoos so I can't take credit for the idea!