# Alternative Micellar Micellar water is transformed into alternative personal care products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Sep 17, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-micellar ## Key Figures - Trend score: 3.0/10 - Evidence articles: 4 ## What is the Alternative Micellar trend? **Alternative Micellar:** Micellar water's ability to gently cleanse the face has resulted in its growing popularity, particularly among those who wear makeup and have sensitive skin. Now that the ingredient is familiar to consumers who invest in personal care, brands in this space are creating new and unique formulations with the ingredient--ranging from eye cleansers to facial scrubs. ## The consumer insight behind the Alternative Micellar trend The self-care space has led to a lot of experimentation among consumers, but once in a while "buzzy" formulations or ingredients remain in consumers' routines indefinitely. Typically, consumers choose to remain loyal to these products despite ample competition because of their efficacy, multi-purposeness, and ease of use. Brands that are able to tap into these three components can expect longevity in consumers' homes. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 31, 2019 to Dec 14, 2020 - Published: Sep 17, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Alternative Micellar trend ### Solidified Micellar Water Beauty brands are making solidified versions of Micellar Water that are just as effective and even more portable. ### Eco-Friendly Micellar Water Products Brands are introducing eco-friendly alternatives for generating cotton pad waste in Micellar Water products. ### Niacinamide-Infused Micellar Wipes Brands are introducing niacinamide into Micellar Wipes for a potent glow-boosting ingredient. ## What the Alternative Micellar trend means for industry ### For Beauty and Personal Care There is an opportunity for beauty and personal care brands to create more eco-friendly and convenient Micellar Water product formulations leveraging solidified and reusable product ideas. ### For Sustainability Brands across industries can explore the opportunity to create sustainable and eco-friendly product offerings like reusable Micellar Cleansing Pads. ### For Skincare Skincare brands can explore new methods and ingredient combinations to make Micellar Water products that offer multi-purpose usage like instant glow and niacinamide-infused Micellar Wipes. ## Workshop question How could your brand prioritize long-term quality over on-trend products/services? ## Trend signals for Alternative Micellar Trend score 3.0 out of 10, from popularity 44%, activity 35%, freshness 9%. - Popularity: 44% - Activity: 35% - Freshness: 9% ## Examples of the Alternative Micellar trend 4 featured examples from Dec 31, 2019 to Dec 14, 2020. - [Reusable Micellar Cleansing Rounds](https://www.trendhunter.com/trends/eco-pads): Garnier's Micellar Cleansing Eco Pads Can Be Washed 1,000 Times (Category: Eco) Implication: Garnier's Micellar Cleansing Eco Pads indicate a market opportunity for reusable skincare tools that are gentle yet effective, particularly among skincare enthusiasts. - [Decongesting Face Scrubs](https://www.trendhunter.com/trends/micellair-expert-scrub): NIVEA's 'MicellAIR Expert Scrub' Removes Dead Skin Cells and Impurities (Category: Fashion) Implication: The MicellAIR Expert Scrub highlights new opportunities for skincare companies to explore the benefits of Micellar technology and incorporate it into their own products. - [Cleansing Micellar Wipes](https://www.trendhunter.com/trends/micellar-wipes): Pond's Hydrate Vitamin Micellar Wipes are Infused with Soothing Aloe (Category: Fashion) Implication: The beauty and skincare industry can explore the potential of solidified micellar products and skin-soothing wipes to meet consumer demands for efficiency and convenience. - [Glow-Boosting Cleansing Wipes](https://www.trendhunter.com/trends/facial-cleansing-wipe): Simple's Facial Cleansing Wipes are Enhanced with Niacinamide (Category: Fashion) Implication: There is an opportunity for beauty brands to incorporate niacinamide in their product offerings and explore the use of biodegradable and eco-friendly materials in their wipes. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)