Have you ever purchased a new bottle of shampoo, a jar of facial cream, or a tube of sunscreen, only to discover it isn’t completely filled? You’re not the only one; thousands of dissatisfied customers have shared their complaints on online communities regarding underfilled products in the beauty industry.
Personal care items are some of the biggest culprits, as large packaging frequently creates a false sense of value for consumers.
Certain top brands utilize non-transparent containers or labels, preventing visibility of the contents, while others feature double-layered walls, wide openings, or deceptive bases that can make the amount seem larger than it actually is.
So what’s the reason behind manufacturers using such large containers? And why aren’t they filled to the brim? “They opt for bigger containers to create the impression that you’re receiving more value for your money,” explains Ariane Young, a well-known makeup artist in the entertainment industry.
Ingredients, labor, and advertising costs have increased, yet consumers are less inclined to spend on new products monthly, leading brands to seek methods to reduce expenses.
There could be a practical explanation in certain situations. Kyle Frank, a beauty specialist, cosmetic formulator, and founder of Frank’s Remedies, states that some products require additional ‘airspace’ to ensure that the bottles and tubes arrive at customers undamaged.
He states, ‘The product packaging may expand as a result of temperature fluctuations and rough movement during shipping.’ ‘This can lead to more air being generated, depending on the product’s composition. This phenomenon is referred to as thermal expansion.’
This growth might lead to spills or cause the container to rupture, so keeping some room at the top of the bottle or jar helps it arrive at customers intact.
So, how much actual product do you use in your daily personal care items, and are you being misled by the size or design of the packaging?
We carried out a test, examining the quantity of liquid, gel, or cream in beauty products (as indicated on the packaging) versus the overall capacity of the container (in milliliters).
We accomplished this by placing the product into a glass measuring beaker and filling the empty container with water to determine its capacity when fully filled. The findings will make you reconsider your next trip to the beauty section.
Unilever and Procter & Gamble, the companies behind the products we evaluated, were contacted for their response.
Garnier Vitamin C Nutri-Glow Body Cream, (£10)
Jar holds: 530ml
Actually contains: 380ml
Difference: 150ml
72 percent full
This jar of fragrant body cream appears to be a large size – sufficient for several months.
But when I remove the lid, I’m let down to find it’s only three-quarters filled; the remaining space is empty. There’s a significant 150ml difference between the actual product quantity and the jar’s total capacity.
Mild and Gentle Cleansing Shampoo (£3.25)
Bottle holds: 460ml
Actually contains: 400ml
Difference: 60ml
87 percent full
This sizable white bottle catches attention as one of the larger ones on the display, yet things are not as they appear.
Our experiment indicates there is space inside for an additional 60ml of product, almost a fifth more liquid than currently in the bottle.
CeraVe Facial Foam Cleanser (£12.50)
Bottle holds: 285ml
Actually contains: 236ml
Difference: 49ml
83 percent full
There is a big pump inside this facial cleanser bottle, resulting in less space for the liquid than anticipated.
However, even considering that, there is room for an additional 49ml of product – which is 21 percent more than what you actually receive.
Garnier Ambre Solaire Cooling Sun Relief (£6.99)
Bottle holds: 410ml
Actually contains: 400ml
Difference: 10ml
98 percent full
This bottle has a satisfying weight, and when I look inside the cap, I notice that the white after-sun lotion is nearly full.
For a big, family-sized bottle, there’s remarkably little unused space – only 10ml.
Dove Hydrating Hand Soap (£1.49)
Bottle holds: 300ml
Actually contains: 250ml
Difference: 50ml
83 percent full
A hand pump can fill up one sixth of this bottle. However, when I empty it and fill it completely with water, I notice that there is enough missing to make 10 to 15 additional hand washes.
Nivea Sun Protect Sunscreen with SPF 30 (£6.79)
Bottle holds: 205ml
Actually contains: 200ml
Difference: 5ml
98 percent full
During this time of the year, we use up bottles of sunscreen on a weekly basis—so it’s crucial to understand what you’re purchasing (and how long it will last) when you buy in bulk. Interestingly, this 200ml bottle is nearly completely filled; there is only room for an additional 5ml of liquid.
Sanex Expert Calming Bath Soak (£3)
Bottle holds: 505ml
Actually contains: 450ml
Difference: 55ml
89 percent full
This large bottle of bath soak feels heavy, giving me hope about the quantity inside. Upon opening the lid, it appears nearly full — but appearances can be misleading. When poured out of the container, there’s still space for an additional 55ml of liquid.
Palmer’s Cocoa Butter Deep Moisturizing Lotion (£3.25)
Bottle holds: 275ml
Actually contains: 275ml
Difference: 0ml
100 percent full
This rich, opulent cream is very difficult to dispense, so I end up tapping it like a ketchup bottle. It would be much more convenient in a jar. However, rest assured; the results demonstrate that the amount of product inside fills the bottle all the way to the top.
Dove Body Love Self-Tanning Lotion (£3.99)
Bottle holds: 450ml
Actually contains: 400ml
Difference: 50ml
89 percent full
This slow-developing self-tanning lotion is housed in a tall, elegant bottle, yet the beige design prevents visibility of the contents. Our test revealed there’s space for an additional 50ml—or one sixth of the existing liquid—in the container.
Oral-B 3D White Luxe Mouthwash (£1.99)
Bottle holds: 540ml
Actually contains: 500ml
Difference: 40ml
93 percent full
When I remove the cap and check the inside, this mouthwash bottle appears very full. However, the results indicate that there is space for an additional 40ml of liquid (primarily in the narrow neck) if it were completely filled.
Nivea 2 in 1 Cleansing Milk and Soothing Toner (£4.60)
Bottle holds: 198ml
Contains: 175ml Difference: 23ml
88 percent full
Even though the bottle is small, it feels lightweight in my hand, and the product doesn’t seem to be occupying the entire container. Therefore, I’m not surprised to discover that you could add 23ml more (or 13 percent of the amount of liquid stated on the bottle) inside.
Nivea Men Energy Body Wash (£1.70)
Bottle holds: 424ml
Actually contains: 400ml
Difference: 24ml
Percentage full: 94 percent
Not only are women’s products available in partially filled packaging, men’s grooming brands also face similar criticism for providing customers with less than expected. This bright blue shower gel is contained in a bottle that could hold an additional 24ml.
Herbal Essences Radiant Glow Shampoo (£1.95)
Bottle holds: 455ml
Actually contains: 400ml
Difference: 55ml
88 percent full
This is the most slender and tallest bottle in the test. Although the packaging is a vibrant green, when I hold it against the light, I can barely make out the product inside. There is a visible inch that contains no liquid, and the results indicate this corresponds to 55ml of shampoo.
Head & Shoulders Classic Clean Two-in-One Shampoo (£2.49)
Bottle holds: 268ml
Actually contains: 250ml
Difference: 18ml
93 percent full
The difference between the capacity of this Head & Shoulders bottle (268ml) and the actual amount of product it contains (250ml) is not significant. The spout is broad, and the flat lid makes it simple to extract nearly all the shampoo.
Aussie Miracle Moist Conditioner XL (£5.89)
Bottle holds: 580ml
Actually contains: 470ml
Difference: 110ml
81 percent full
Vowing to transform ‘dry hair into beautifully renewed’ strands, this bottle is misleading as it’s far from being full. Our test revealed there is space for an additional 110ml of conditioner. Since the product is dense, it’s difficult to extract completely, meaning consumers will receive even less value for their money.
Palmolive Naturals Coconut Milk Bath Cream (£1.62)
Bottle holds: 542ml
Actually contains: 500ml
Difference: 42ml
92 percent full
This large bottle of shower gel appears perfect for a family, but it contains less product than anticipated. My test revealed that you could add an additional 42ml of liquid if it were completely filled – enough for 8-10 more showers.
Baylis and Harding Pure Natural Body Wash (£4)
Bottle holds: 542ml
Actually contains: 500ml
Difference: 42ml
Percentage full: 92 percent
Although many body wash products are sold in clear bottles, this one is housed in an opaque black container. With a capacity of 500ml, it is among the larger sizes available and would be a good purchase to last a family for several weeks. However, it isn’t completely filled, as there is room for an additional 42ml.
Lynx Africa Body, Face, and Hair Wash (£1.49)
Bottle holds: 230ml
Actually contains: 225ml
Difference: 5ml
98 percent full
Housed in a unique black bottle, featuring an opaque red and green label, this all-in-one body, face, and hair wash holds 225ml of formula. When filled to the brim, the bottle—which is short and broad with a slender section in the middle—can hold an additional 5ml.
Bulldog Original Shaving Gel (£3.75)
Tube holds: 190ml
Actually contains: 175ml
Difference: 15ml
92 percent full
This smooth shaving gel is packaged in a squeezable tube, which is white, making it difficult to see how much remains. There is only a 15ml difference between the maximum capacity of the tube and the amount actually contained when purchased – not too significant.
Vaseline Healthy Hands and Stronger Nails Hand Cream (£2.85)
Bottle holds: 209ml
Actually contains: 200ml
Difference: 9ml
96 percent filled 96% capacity 96 percent occupied 96% full 96 percent complete 96% of capacity 96 percent utilized 96% of the total 96 percent loaded 96% filled up
This small bottle of hand cream has very little extra space; you could fit an additional 9ml. It may appear more costly per millilitre compared to a larger bottle, but you’re receiving better value and less wasted space.
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