Environmentally conscious consumers are becoming increasingly interested in waterless beauty products, which have the potential to help minimize waste and conserve resources. Although water is typically the first ingredient that's listed on skincare, haircare and beauty products, many brands are opting to remove water entirely from their formulas in favor of concentrated natural ingredients or solutions that can be activated by consumers with water as needed.
As alternatives to shampoos, shower gels and moisturizers, some brands are simply making the switch to solid formulas. Similarly, a handful of beauty brands are also releasing dry sheet masks that are mess-free and often reusable. Innovative waterless beauty ideas are also introducing consumers to products like powdered hyaluronic acid serums, unique cleansing patches and even waterless salon services.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
