# Amazake-Inspired Beauty Smart Waters The Waso Beauty Smart Water Boasts a Three-in-One Function By Kalin Ned | Published 2020-03-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/waso-beauty References: [international.shiseido.co.jp](https://international.shiseido.co.jp/waso-beauty-smart-water-1011599730.html) The Waso Beauty Smart Water by Shiseido has three functions--cleansing, hydrating, and priming the skin. While fermented complexes motivate the effective removal of dirt and excess dead skin cells, the product is supercharged with ingredients that effectively moisturize. In addition, its formula is engineered to be incredibly nutritious, delivering various vitamins and amino acids to one's skin. The Waso Beauty Smart Water takes inspiration from Amazake, which is a traditional rice-derived Japanese drink that is sweet and low in alcohol. With the rise of K-Beauty as an alternative in the Western cosmetic market, consumers are capable of exploring the various benefits and innovations that were previously inaccessible to them. In this light, the Waso Beauty Smart Water is not only a functional addition to the skincare routine, but it is also a culturally enticing one. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 57% | Activity: 78% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Fermented Skincare:** The trend towards fermented ingredients in beauty products presents an opportunity for the skincare industry to incorporate more traditional ingredients from different cultures. - **Multi-functional Beauty Products:** The rise of multi-functional beauty products, such as the Waso Beauty Smart Water, offers businesses an opportunity to provide convenience to consumers while also offering additional health and beauty benefits. - **Cultural Beauty Practices:** The incorporation of cultural ingredients and practices, such as Amazake in the Waso Beauty Smart Water, is a growing trend in the beauty industry as consumers seek out unique and traditional beauty products. ### Sectors Adopting This - **Skincare:** The skincare industry can capitalize on the trend towards multi-functionality and traditional ingredients by incorporating fermented ingredients and other unique cultural practices into their products. - **Beauty:** The rise in interest in traditional practices from other cultures provides opportunities for the beauty industry to introduce new and unique products that cater to this growing demand. - **Food and Beverage:** The success of Amazake in the beauty industry presents an opportunity for the food and beverage industry to explore more of these traditional ingredients and beverages in the Western market. ## Related on Trend Hunter - [Beauty-Enhancing Ampoule Drinks](https://www.trendhunter.com/trends/shiseidos-new-drink-format.md) - [Mineral-Rich Water-Powered Creams](https://www.trendhunter.com/trends/mineralrich-water.md) - [Fermented Rice-Extract Skincare](https://www.trendhunter.com/trends/miracle-broth-collection.md) - [Kefir-Powered Skin Barrier-Enhancing Primers](https://www.trendhunter.com/trends/skin-glow-primer.md) - [Functional Dairy Products](https://www.trendhunter.com/trends/skin-care-yogurt.md) - [Japanese-Inspired Beauty Products](https://www.trendhunter.com/trends/iki-skin-care.md) - [Plant-Based Beauty Shots](https://www.trendhunter.com/trends/pressed-beauty-shot.md) - [Slow Ageing-Focused Products](https://www.trendhunter.com/trends/ultimune-power-infusing-serum.md) - [Advanced Face Washers](https://www.trendhunter.com/trends/face-washer.md)