# Water Creams Cosmetic are highlighting the water content of their creams. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 23, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/water-creams ## Key Figures - Trend score: 2.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 30 to Dec 23, 2021 - Published: Dec 23, 2021 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Water Creams trend ### 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. ### 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. ### 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. ## What the Water Creams trend means for industry ### For 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 for Water Creams Trend score 2.6 out of 10, from popularity 34%, activity 35%, freshness 11%. - Popularity: 34% - Activity: 35% - Freshness: 11% ## Examples of the Water Creams trend 4 featured examples from Jun 30 to Dec 23, 2021. - [Plastic-Reduction K-Beauty Initiatives](https://www.trendhunter.com/trends/amorepacific-and-eastman): Amorepacific and Eastman Implement Sustainable Packaging (Category: Eco) Implication: Beauty companies are looking for more sustainable packaging solutions to align with consumer values and reduce plastic waste. - [Moisturizing Mineral Water Creams](https://www.trendhunter.com/trends/cera-spa-cream): The Cera Spa Cream Contains 56.9% Hot Spring Water (Category: Fashion) Implication: Manufacturers who produce moisturizing skin care products can incorporate natural hot spring as a key ingredient to attract consumers who value natural sources. - [Award-Winning Beauty Sets](https://www.trendhunter.com/trends/awardwinning-beauty): Tatcha’s Mini Treasure Set Enables You to Indulge in Premium Products (Category: Fashion) Implication: Beauty and skincare companies can utilize mini sets and proprietary complexes in their products to improve their brand offerings for consumers. - [Hydration-Boosting Sunscreens](https://www.trendhunter.com/trends/coola-water-cream): Coola's Water Cream Delivers Protection & Lightweight Moisture (Category: Fashion) Implication: 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. ## 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)