# Concentrated Waterless Cleansers The Water-Wise Pea-Size Power Face Cleanser Reduces Water Waste By Laura McQuarrie | Published 2025-02-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/water-wise References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/colep-consumer-products-water-wise-face-cleanser-named) & [linkedin](https://www.linkedin.com/posts/colep-consumer-products_beautyvibe-skincare-haircare-activity-7288108393095991296-lED6)  The Water-Wise Pea-Size Power Face Cleanser is a game-changing skincare innovation from Colep Consumer Products that delivers a high-performance formula with minimal waste. The [concentrated zero-water formula](https://www.trendhunter.com/trends/pristine) boasts 94% natural-origin ingredients and is packaged in an aluminum tube for reduced environmental impact. Thanks to its form, only a minimal amount of product needs to be dispensed at a time, and virtually every drop can be squeezed out with the aid of a tube squeezer roller key. Although water is commonly the first ingredient in skincare products, this one does away with it and lets customers activate the cleansing formula with [water at the time of use](https://www.trendhunter.com/trends/cleansing-facial-powder). Colep Consumer Products' Water-Wise Pea-Size Power Face Cleanser is a finalist for the IT Award at [MakeUp](https://www.trendhunter.com/trends/Essentia-Beauty) in Los Angeles 2025. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 54% | Activity: 56% | Freshness: 35% - Audience gender: 30% men, 70% women - Primary generations: 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 ### What Makes This Trend Stand Out - **Waterless Beauty Solutions:** The shift towards waterless beauty products offers a sustainable alternative by reducing the reliance on water, aligning with eco-conscious consumer values. - **Minimalist Skincare Formulations:** Innovative skincare products with simplified, high-impact formulations are gaining traction, highlighting a trend towards efficiency and reduced chemical exposure. - **Eco-friendly Packaging Innovations:** Advancements in sustainable packaging for beauty products are driving eco-friendly practices, significantly lowering the environmental impact of personal care items. - **Concentrated Product Efficiency:** The move towards concentrated skincare products allows consumers to use less packaging and product volume, reducing the carbon footprint of beauty routines. ### Sectors Adopting This - **Skincare Industry:** As consumers prioritize sustainability, the skincare industry is shifting towards low-waste and eco-friendly product offerings. - **Sustainable Consumer Goods:** Products with sustainable and water-conscious manufacturing processes are becoming pivotal within the consumer goods market. - **Beauty and Personal Care:** Innovation in beauty and personal care focuses on integrating green practices, offering opportunities for eco-driven product development. ## Related on Trend Hunter - [Elevated Tablet-Style Cleansers](https://www.trendhunter.com/trends/seadrop-skincare.md) - [Powder-to-Gel Cleansers](https://www.trendhunter.com/trends/hand-body-powder-wash.md) - [Powder-to-Cream Haircare](https://www.trendhunter.com/trends/aerious-by-arove.md) - [Dissolvable Skincare Systems](https://www.trendhunter.com/trends/wanderluxe-beauty.md) - [Liquid-Free Shampoos](https://www.trendhunter.com/trends/signature-shampoo.md) - [Waterless Body Cleansers](https://www.trendhunter.com/trends/pristine.md) - [Water-Activated Facial Cleansers](https://www.trendhunter.com/trends/cleansing-facial-powder.md) - [Waterless Skin Tints](https://www.trendhunter.com/trends/skin-tint-serum.md) - [Personal Care Cleansing Pods](https://www.trendhunter.com/trends/cleansing-pods.md)