# Water-Activated Powdered Skincare 100% Pure's Powder Masks & Cleansers are Waterless By Laura McQuarrie | Published 2019-09-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/powdered-skincare References: [instagram](https://www.instagram.com/p/B2mWDTynGwS/?igshid=1erl3txsuaurl) & [100percentpure](https://www.100percentpure.com/collections/new/products/lavender-oat-milk-soothing-cleanser) 100% Pure recently launched its first-ever line of powdered skincare products and it introduces four new items that are [waterless yet can be instantly activated](https://www.trendhunter.com/trends/water-wise) with the addition of water at the time of use. Inspired by a popular ingredient, two of the products feature oat milk: the [Matcha](https://www.trendhunter.com/trends/matcha-cleanse) Oat Milk Nourishing Mask and the Lavender Oat Milk Soothing Cleanser. These nourishing powdered skincare products are packed with familiar skincare ingredients like skin-softening coconut milk, moisturizing rose and hyaluronic acid, yet in a format that's different from familiar products like creams, lotions, serums or gels. The new release from 100% Pure also includes the 50% Vitamin C Mask and the Pore Detox Herbal Cleanser, which is powered by a base of green clay. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 69% | Activity: 77% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Powdered Skincare Products:** The introduction of waterless, powdered skincare products presents an opportunity for innovative formulations and packaging designs. - **Water-activated Skincare:** The trend of water-activated skincare allows for customizable and fresh skincare solutions, appealing to eco-conscious consumers. - **Ingredient-based Skincare:** The use of familiar ingredients like oat milk and Vitamin C in powdered skincare products opens up possibilities for ingredient-focused branding and marketing strategies. ### Industries Being Reshaped - **Beauty and Personal Care:** The beauty and personal care industry can explore the development and marketing of powdered skincare products, catering to the demand for customizable and eco-friendly solutions. - **Packaging:** The packaging industry can capitalize on the need for innovative, travel-friendly, and sustainable packaging solutions for powdered skincare products. - **Natural Ingredients:** The natural ingredients industry can tap into the demand for powdered skincare products by providing high-quality, organic ingredients tailored for water-activation. ## Related on Trend Hunter - [Powder-to-Gel Cleansers](https://www.trendhunter.com/trends/hand-body-powder-wash.md) - [Water-Activated Facial Cleansers](https://www.trendhunter.com/trends/cleansing-facial-powder.md) - [Powder-to-Foam Cleansers](https://www.trendhunter.com/trends/enzyme-cleansing-powder.md) - [Hydrating Powder Serums](https://www.trendhunter.com/trends/water-powder-serum.md) - [Coconut-Infused Face Cleansing Powders](https://www.trendhunter.com/trends/face-cleansing-powder.md) - [Sulfuric Cleansing Powders](https://www.trendhunter.com/trends/watery-sulfur-pore-cleansing-powder.md) - [Pudding-Like Exfoliating Creams](https://www.trendhunter.com/trends/nourish-nutrient-rich-soil-resurfacing-mask.md) - [Naturally Powered Skincare](https://www.trendhunter.com/trends/new-lush-skincare.md) - [Concentrated Waterless Cleansers](https://www.trendhunter.com/trends/water-wise.md)