E‑commerce is the largest distribution channel for personal hygiene products — Amazon alone sells billions in soap, shampoo, and deodorant. But supermarkets are the fastest‑growing channel. The US personal hygiene market forecast shows that supermarkets grew at nearly 5% in 2024, driven by click‑and‑collect (order online, pick up in store) and better in‑store displays.

Why do people still buy hygiene products in stores? Because they want to smell a product before buying, or feel the texture. The US personal hygiene market analysis notes that the fastest‑growing distribution channel is actually direct‑to‑consumer (brand websites), especially for natural and niche brands. They offer subscriptions, free samples, and better customer service.

But online shopping has downsides: counterfeit products (fake brand name soaps), shipping delays, and the inability to return opened items. That's why many people still prefer to grab a bottle off a shelf.

The bottom line: there's no single best channel. Use online for convenience and selection, use stores for immediacy and sensory experience. And for subscriptions, go direct to the brand.