Everyday for Future's Solid Serums Feature 20% Active Water
Laura McQuarrie — August 15, 2025 — Fashion
References: everydayforfutureusa & newhope
ALLMYFY's natural-based cosmetic brand, Everyday for Future, offers a colorful, fresh-feeling lineup of water-based serum sticks with a high percentage of natural ingredients to support healthy-looking, glowing skin with a swipe.
Across the lineup of water-based sticks, 20% of active water is a key ingredient—in the case of the firming solid serum, blueberry active water is used, while the cooling serum stick taps into the soothing and refreshing benefits of cucumber active water. The range also includes a brightening Super C Solid Eye Contour Serum Stick (abundant in Vitamin C) and a moisturizing Coconut Solid Face Serum Stick.
“We saw an opportunity to turn our experience in compliant, high-quality beauty manufacturing into a fresh brand that speaks directly to Gen Z and Millennial values—transparency, sustainability, and self-expression,” said Gaia Di Girolamo, Brand Manager at ALLMYFY.
Across the lineup of water-based sticks, 20% of active water is a key ingredient—in the case of the firming solid serum, blueberry active water is used, while the cooling serum stick taps into the soothing and refreshing benefits of cucumber active water. The range also includes a brightening Super C Solid Eye Contour Serum Stick (abundant in Vitamin C) and a moisturizing Coconut Solid Face Serum Stick.
“We saw an opportunity to turn our experience in compliant, high-quality beauty manufacturing into a fresh brand that speaks directly to Gen Z and Millennial values—transparency, sustainability, and self-expression,” said Gaia Di Girolamo, Brand Manager at ALLMYFY.
Trend Themes
1. Solid Skincare Formulations - The shift towards solid skincare products like serum sticks highlights a growing consumer demand for sustainable and travel-friendly beauty solutions.
2. Active Water-based Ingredients - The adoption of active water-based ingredients in cosmetics is redefining product efficacy with targeted benefits such as firming, soothing, and brightening.
3. Inclusive Beauty for Gen Z and Millennials - Brands are increasingly tailoring their product aesthetics and ethical narratives to resonate with values of transparency and self-expression popular among Gen Z and Millennials.
Industry Implications
1. Beauty and Personal Care - The beauty industry is transforming with the introduction of innovative formats like solid serum sticks that cater to evolving consumer preferences for convenience and natural ingredients.
2. Sustainable Packaging - The demand for eco-friendly packaging in the cosmetics sector is driving the need for creative packaging solutions that reduce waste and appeal to environmentally-conscious consumers.
3. Natural and Organic Cosmetics - A surge in the popularity of natural and organic personal care products is fostering the development of new ingredient technologies that prioritize skin health and environmental sustainability.
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