Nearly half of Brits have been forced to give up basic hygiene essentials like shampoo, toothpaste and deodorant just to put food on the table, pay rent or cover medical bills, new research reveals.
The study, released today, paints a bleak picture of life in 2025 Britain, with 49 per cent of adults admitting they’ve gone without hygiene products because they couldn’t afford them. For 15 per cent, it’s a choice they face regularly.
The research shows the crisis is leaving millions of families feeling humiliated and struggling with the basics many take for granted.
Based on a survey of 2,000 people, the study shows more than a third of the country – 38 per cent – have now experienced what campaigners call “hygiene poverty.”
The research, commissioned by the Hygiene Bank charity, which runs over 170 community projects across the UK, says demand is soaring as families are forced to choose between soap and supper.
The charity warns that while food banks are now a familiar sight, hygiene poverty remains a hidden scandal – often too shameful for people to talk about.
The figures show a hidden toll on confidence and dignity.
64 percent of people have gone without being able to wash properly
53 percent admit feeling ashamed of their hygiene
46 percent say they constantly worry they smell
36 percent report a decline in their mental health
The research shows one in ten adults have even avoided job interviews because they felt they couldn’t get themselves clean and presentable. And more than six in ten say they’ve cut back on socialising due to the shame.
The research highlights a crisis facing children. Seven in ten parents fear their kids are suffering, with bullying and low self‑esteem among the biggest concerns. Campaigners warn youngsters are turning up to school without basic items like toothpaste and shower gel, leaving them vulnerable to cruelty in the classroom.
Now TV presenter and DJ Ashley James, 37, is leading a new nationwide campaign with The Hygiene Bank, backed by Boots and Unilever, to improve people’s access to hygiene products.
““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.”
Until 26th August, shoppers who buy everyday Unilever products – such as Dove, Tresemmé, Sure, Lynx, Simple and Vaseline – at Boots will trigger a matching donation to The Hygiene Bank.
The partnership has pledged to donate at least 315,000 items this year.
Ruth Brock, CEO of The Hygiene Bank, said: “ “At The Hygiene Bank, we know just how transformative access to basic hygiene products can be for people who are struggling. 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.”
Far from a fringe issue, campaigners warn hygiene poverty could strike anyone. 81 per cent of Brits believe it could happen to them, while one in five call it a “major national problem.”
