Last updated on August 6th, 2025 at 11:52 am
New Research Uncovers the Shocking Reality of Hygiene Poverty Impacting Families Across the UK
Broadcaster and DJ, Ashley James, partners with The Hygiene Bank to raise awareness of hygiene poverty, as half of Brits sacrifice basic hygiene in order to afford food, rent or healthcare.
In an era where self-care and well-being dominate headlines, families across the UK are facing a stark truth: over a third (38%) of Brits have experienced hygiene poverty.
Brits are having to make tough decisions, with almost half (49%) admitting they have had to sacrifice buying hygiene products in order to afford food, rent, or healthcare. For 15%, this is a choice they have to make often.
New research unveils the hygiene crisis many Brits are experiencing in 2025, that extends far beyond financial hardship. The research reveals the common, yet often unspoken, emotional and social struggles faced by Brits who are forced to go without access to basic personal care products due to a lack of money (26%).
The findings show that 64% of Brits have lived through times when they couldn’t clean themselves properly, and for 80% this is still a problem today.
The Hygiene Bank is committed to supporting low-income families with essential hygiene products. This summer, The Hygiene Bank, Unilever and Boots are continuing their long-standing partnership for the fifth year. Unilever will match any purchases of participating brands – including Dove, TRESemmé, Sure, and Vaseline – in store or online at Boots, with a donation to The Hygiene Bank. All donations will go directly to those families who need it most.
The collaboration between The Hygiene Bank, Unilever and Boots has already delivered an incredible 1.8 million hygiene products to people across the UK over the past four years, 321,000 of those in the last year alone, making a meaningful difference to millions affected by hygiene poverty. Now in its fifth year, the partnership is more important than ever, working to ensure everyone has access to essential hygiene, personal care and household cleaning products.
It’s not just adults that are living in hygiene poverty. Children and young people are also often at the heart of the struggle, impacting their social lives and education. 71% of Brits worry about the impact of hygiene poverty on children, citing fear of bullying (71%) and low self-esteem (65%) as their main concerns.
And the impact of hygiene poverty goes beyond just missing a shower:
• 46% of Brits worry they might smell because of their inability to wash properly
• 53% admit to feeling ashamed about their personal hygiene
• A third (36%) said that hygiene poverty has damaged their mental health.
For many Brits, the issue is affecting them in many different ways: 1 in 10 say that they have avoided job interviews because they couldn’t prepare for them properly. The ripple effect of hygiene poverty is being felt in more ways than one, as 64% say they’ve limited social interactions because of the problem and the feelings of shame that comes with it. What’s more, 31% of Brits say that they have felt judged by others and 63% have felt bullied because of it.
This research challenges the misconception that hygiene poverty is a fringe issue affecting only a few. 81% of all Brits believe that hygiene poverty could happen to anyone, and 21% say that hygiene poverty is a major problem in the UK, highlighting a need for greater public awareness for this often-hidden struggle.
Ruth Brock, CEO at The Hygiene Bank says: “At The Hygiene Bank, we know just how transformative access to basic hygiene products can be for people who are struggling. That’s why we’re incredibly grateful to Unilever and Boots for their continued support. Every shampoo, deodorant and shower gel donated, whether by Unilever or by a Boots customer, helps restore hope, confidence and gives people an opportunity for a better future. This campaign is a reminder that small actions, like adding an extra item to your basket, can make a big difference to families in need across the UK.”
Chris Barron, General Manager Unilever Personal Care UKI. “We’re really proud to continue our partnership with The Hygiene Bank for the fifth year in a row, helping them to continue the support they provide to families and communities across the UK. We know that together we can do more and we hope to continue to reach new milestones in donations and support.”
Ashley James says: “As a mum, I know how important it is to feel clean, confident, and able to care for your family with dignity. But for millions of people, even basic hygiene products are becoming a luxury they can’t afford. No one should be forced to choose between putting food on the table and having access to essentials like toothpaste, shampoo, or nappies—especially not in one of the richest countries in the world. I have seen first hand how important and valued these items are from my time assisting a baby bank when I lived in Essex.
That’s why I’m so proud to be partnering on this campaign to help shine a light on hygiene poverty and do something about it. This is about more than toiletries – it’s about self-worth, health, and giving people the chance to live with dignity.”
Until 26th August, every purchase of participating Unilever brands – including Dove, Tresemmé, Sure, Lynx, Radox, Shea Moisture, Simple, and Vaseline – will be matched with a product donation from Unilever to The Hygiene Bank. Unilever has pledged to donate at least 315,000 items during this period.
Visit Boots website and help us help those in hygiene poverty
