Category
Fashion
Scaled Restraint
Trend cluster
Category
Water
Creams
Cosmetic are highlighting the water content of their creams.
2.6
Trend score
Trend
What is the Water Creams trend?
Water Creams: Cosmetic brands are now selling "water creams," products that are made up of mostly water but still offer the hydrating and moisturizing benefits of traditional face creams. These products are designed for people who appreciate lighter topical skincare solutions.
Insight
The consumer insight behind the Water Creams trend
The skincare industry is now so vast and diverse that consumers with all skin types and concerns now have many options when it comes to treating their skin. Those with oilier skin types tend to opt for brands with formulas that disappear into their skin and are light and absorbent in texture.
Trend themes
Themes within the Water Creams trend
Three behaviours holding the trend together01
Water Creams
Skincare brands are offering lighter topical skincare solutions that are made up of mostly water and provide the same benefits as traditional face creams.
02
Plastic-Reduction K-Beauty Initiatives
Companies are teaming up to provide more sustainable packaging solutions for K-beauty brands, including those made with recycled materials and molecular recycling technology.
03
Moisturizing Mineral Water Creams
Cosmetic brands are incorporating hot spring water and other mineral-rich ingredients into their creams to provide deep hydration and to strengthen the skin's barrier.
Industry implications
What the Water Creams trend means for industry
Where the trend changes the playbookFor
Skincare
The skincare industry is constantly innovating to offer consumers with diverse skin types and concerns many options when it comes to treating and protecting their skin.
For
Beauty
The beauty industry is expanding to include more sustainable and eco-friendly practices, including using recycled and biodegradable materials in packaging and reducing waste in manufacturing.
For
Cosmetics
Cosmetics companies are exploring new ingredients and formulations to create lightweight but potent products that appeal to consumers who want skincare benefits without heavy products.
Workshop question
How is your brand prioritizing more specific customer needs?
Trend signals
Trend signals for Water Creams
Trend score 2.6 out of 10, from popularity 34%, activity 35%, freshness 11%.
Popularity34%
Activity35%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Water Creams trend
4 featured examples from Jun 30 to Dec 23, 2021CategoryEco
Plastic-Reduction K-Beauty Initiatives
Amorepacific and Eastman Implement Sustainable Packaging
Beauty companies are looking for more sustainable packaging solutions to align with consumer values and reduce plastic waste.
CategoryFashion
Moisturizing Mineral Water Creams
The Cera Spa Cream Contains 56.9% Hot Spring Water
Manufacturers who produce moisturizing skin care products can incorporate natural hot spring as a key ingredient to attract consumers who value natural sources.
CategoryFashion
Award-Winning Beauty Sets
Tatcha’s Mini Treasure Set Enables You to Indulge in Premium Products
Beauty and skincare companies can utilize mini sets and proprietary complexes in their products to improve their brand offerings for consumers.
CategoryFashion
Hydration-Boosting Sunscreens
Coola's Water Cream Delivers Protection & Lightweight Moisture
Opportunity for skin care brands to incorporate this innovative technology and ingredients into their products for a unique selling point and to stay competitive in the market.
