Trend Spotting: Water, water, everywhere

By Deanna Utroske

- Last updated on GMT

Trend Spotting: Water, water, everywhere

Related tags Skin care Brand management Skin

In recent years, water has moved from being a commodity to a luxury. At this week’s beauty2 event in New York City, the brands exhibiting typify how that trend is playing out in beauty and personal care.

Water as a product, an ingredient, or a resource-too-precious-to-waste figures prominently in the stories and formulations of many beauty brands. The brands here, seen at beauty2​ this week, are a case in point.

Bottled water

Novel waters are still coming to market. And it seems that the more rare, nuanced, and rich in minerals, antioxidants, etc. a water is, the more compelling it is as a product in and of itself.

Simple Organic, a natural beauty brand out of Brazil, launched its Green Water product just last month. The water comes from the distillation process used to get essential oil for the pitangueira plant. “An extremely rich and multifunctional product. The hydrolate, extracted from the stem and leaves of the pitangueira…retains the same properties as the oil,” ​according to marketing materials about the water.

The water is to be sprayed on the face, the body, and hair for hydration or refreshment and can also be mixed in with soaps, creams, and dry powder products, as brand representatives Patricia Lima and Julianna Ozol tell Cosmetics Design.

And the natural color brand One Over One, which Jen White founded in January 2017, is showing a foaming micellar water at beauty2​. Micellar waters have become a go-to makeup remover in recent years.

Water stories

Waters have become hero ingredients too and now often have their own origin and sourcing stories.

The entire Immunocologie product line is formulated with French green clay water (or the clay itself). The clay water, CEO Karen Ballou tells Cosmetics Design, “contains 12 essential minerals that bring nutrition to the skin.”

And the Korean company Emily Cosmetic is using specific waters in some of its brand formulations as well. Under the Botanic Farms brand the Mineral Pop line in made with sparking French water, as Mimi Zhou, the brand’s US branch supervisor, tells Cosmetics Design. The company also makes a line of product under its Papa Recipe that’s formulated with “seawater.”

Made without

Waterless products come in a couple of varieties. There are products formulated and manufactured without using any water that consumers use as is. And there are the dry products that are meant to be instant or reconstituteable that the consumer mixes with water (or another liquid) before use.

Anfisa, a skin care brand launched just this month, was formulated specifically to be “free of wax and free of water,” ​according to founder Aly Korchemniy.

The product portfolio of the Australian-owned and -made brand Onne includes skin care that’s formulated without water. Both the Onne clarifying cleanser and complexion cream use aloe as a base rather than water, according to founder Carlia Ashton, who launched the brand in 2015 and is now looking to bring it to the US market. Her collection also includes an adzuki bean scrub that comes dry and is a just-add-water sort of product.

Pure Principles, founded in 2016 by Cheryl McSherry, makes skin care, body care, and baby care products based on the principles of Ayurveda. That brand’s skin care line includes a powdered facial cleanser designed to be mixed with water.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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