The waterless cosmetics market is making waves in the beauty & cosmetics sector. It is becoming a popular choice as it offers a more sustainable and innovative option compared to regular products. With more people caring about the environment and demanding efficient products, waterless cosmetics help cut down on water waste and offer stronger formulas that work better.
What Are Waterless Cosmetics?
Waterless cosmetics are formulations that minimize or eliminate water content, using alternate products such as oils, concentrated active ingredients, butters, or powdered ingredients. These are also known as anhydrous cosmetics. These include products like shampoos, cleansers, moisturizers, and makeup. By removing water from their compositions, these products last longer and need fewer preservatives and less bulky packaging further aligning flawlessly with sustainability goals. Moreover, waterless cosmetics align with consumer awareness of resource conservation and minimalist skincare routines.
Driving Forces
Water scarcity is becoming a bigger problem around the world. The UNICEF reports that over 4 billion people (almost 2/3 of world’s population) face severe water shortages for at least one month every year Additionally, the study also states that over 700 million people could be displaced by intense water scarcity by 2030. Waterless cosmetics address this issue by reducing water use during production and when people use these products. Furthermore, by eliminating water, these products are often more concentrated, requiring smaller quantities for effective results. For instance, powdered cleansers and solid shampoos provide long-lasting use compared to their liquid counterparts. In addition, consumers are increasingly educated about the environmental impact of their purchasing decisions. Waterless cosmetics brands such as Lush and Ethique have successfully marketed their products as eco-friendly alternatives, capturing a significant share of environmentally conscious buyers. As a result, Sustainability & Environmental Concerns, High-Performance Formulations, Rising consumer awareness are major factors fueling market growth and widespread adoption.
Innovative Products Leading the Charge
By 2025 and beyond, waterless skincare is more than just a momentary trend. It is a big change towards a more sustainable future for the beauty industry. Brands have the power to make a difference by adopting waterless products. Furthermore, several brands are setting benchmarks with their waterless offerings. Big beauty companies are already stepping up. L’Oreal pledged to cut its water use by 60% (for each product they make) by next year. Also, Unilever aims to make and use its products with half the environmental impact, including water usage, by 2030. Furthermore, L’Oréal created four versions of its Garnier Ultimate Blends solid shampoo bars imcluing ginger for revitalizing, honey for strength, coconut for hydration, and oat milk for softness. Each one is meant for different hair and scalp needs. The bars are made with 94% plant-based ingredients.
Key Strategic Moves
OLIVEDA International, Inc. launched waterless serum
In November 2024, OLIVEDA International, Inc. launched a new waterless serum, Olive Rose through its subsidiary OLIVE TREE PEOPLE. This new product is the world’s first hydroxytyrosol-powered skin tint serum and offers buildable coverage with skin-restoring benefits. Moreover, this launch marks OLIVE TREE PEOPLE’s entry into cosmetics and further sets a new standard in the waterless makeup sector.
WYOS launched Waterless, Solid Hair, Skin and Body Care products
In February 2023, WYOS Consumer Products Ltd, an American personal care products brand, launched five travel-friendly stick-format beauty products for skin, body, and hair. These products include a face cleanser, face mask, shampoo, shaving suds, and moisturizer. This new brand aims to fill market gaps in the products and the way brands interact with their communities.
Vegreen launched waterless Vitamin C ampoule
In August 2023, Vegreen, a Korean skincare brand launched its new Vitamin C ampoule in order to to address the drawbacks of current Vitamin C products in the market, including oxidation or loss of potency by dilution. Moreover, instead of water, this product uses an oil-based ethyl ascorbyl at 6%. It is good at being absorbed and keeps the antioxidant action steady, so the Vitamin C level stays above 80%.
Vantage Personal Care announced to launch Jeesperse NoLo range
In March 2023, Vantage Personal Care, a leading provider of natural ingredients and formulas for skin, sun, and hair care, as well as color cosmetics, announced the launch of the Jeesperse NoLo product range for hair care applications. The range features two powder products: Jeesperse NoLo N1 and Jeesperse NoLo C2. Moreover, Jeesperse NoLo makes it easy for beauty brands to create customizable, water-free products, which are in demand as the personal care industry aims for more sustainable practices.
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