As consumer interest in sustainability and ingredient efficacy grows, the global beauty market is turning its attention to “Waterless Cosmetics.”
🌍 Why Waterless Cosmetics?
Most traditional cosmetics contain purified water as 70–90% of their formulation. While water is a safe and gentle solvent, it can dilute the efficacy of active ingredients and contribute to unnecessary packaging and transportation weight.
On the other hand, waterless cosmetics (formulated without water) offer the following benefits:
[Benefits of Waterless Cosmetics]
✅ Reduced Use of Packaging Materials
The smaller volume and weight of the product itself reduce the need for excessive packaging. Additionally, since leak-proof formats are not required, these products can be stored and transported safely without plastic tubes or pump dispensers. This aligns perfectly with sustainable packaging strategies, such as paper wrappings, tin cases, or label-free packaging.
✅ Lower Carbon Emissions During Transportation
By excluding water, the product’s weight and packaging volume decrease, allowing more units to fit into a smaller space during distribution and export. Improved logistics efficiency naturally lowers CO₂ emissions during air, sea, and land transportation, positively contributing to the brand’s carbon neutrality strategy.
✅ Minimized Use of Preservatives & Enhanced Product Stability
Microorganisms require water to thrive. Waterless formulations significantly reduce the risk of bacterial or fungal growth, ensuring product stability without the need for strong synthetic preservatives. Products designed as oils, powders, or solids also excel in oxidation stability, pH maintenance, and resistance to formula deterioration.
✅ Highly Concentrated Formulas for Effective Ingredient Delivery
Products developed without water have a higher proportion of active ingredients, resulting in highly concentrated formulations. As a result, active ingredients are delivered more directly and effectively to the skin, providing substantial efficacy even with smaller amounts.
🌱 Key Formats in Waterless cosmetics
The waterless trend has expanded beyond a concept into various product formats:
| Format Type | Example Products | Key Features |
|---|---|---|
| Balm | Cleansing balm, Moisturizing balm | High Hydration, Portable, Excellent formula stability |
| Powder | Powder cleanser, Dry shampoo | Lightweight, Mixable with water right before use |
| Solid Bar | Shampoo bar, Body wash bar, Solid toothpaste | Leak-proof, Minimal packaging |
| Oil based | Vitamin oil, Facial oil | Highly concentrated, Excellent oxidative stability |
Brands implementing waterless cosmetics can also be found around us. One of the most renowned brands is the UK-based LUSH. While not all their products are waterless, they’ve already solidified their position with items like shampoo bars and solid cleansers.
Recently, P&G launched a haircare brand called Waterless, offering products like dry shampoo and dry conditioner. In Korea, many brands are also releasing excellent products in this category. Notable examples include ANUA’s powder cleanser, Toun28’s shampoo bars, and Minted’s solid toothpaste.
🌱 Global Brands of Waterless cosmetics
| Brand | Country | Key Formats | Features |
|---|---|---|---|
| Lush | UK | Shampoo bar, Solid cleanser, Solid body butter | Pioneer in waterless beauty, Focuses on zero packaging and solid products. |
| Ethique | Newzealand | Shampoo bar, Conditioner bar, Facial cleanser | Pilosophy of “Plastic free beauty”. |
| Pinch of Colour | USA | Lip balm, Tinted Moisturizer, Highlighter | Slogan: “Beauty without water”. Makeup products with water-free. |
| Everist | Canada | Waterless shampoo/Conditioner | High concentration cleansing gels in tube format. Tubes are recyclable aluminum. |
| Waterless by P&G | USA | Dry Shampoo/Conditioner | Demand surged in the U.S. after the pandemic. Focuses on portability in water-free haircare |
| ANUA | Korea | Powder cleanser | One of enzyme powder-based cleansing formulas |
Waterless cosmetics are not just a trend; they represent the future of formulas, embodying the concept of “Intentional Beauty.” If you’re considering building a sustainable brand, explore waterless beauty from a fresh perspective.
📩 Interested in developing customized waterless products for your brand? From formulation to launch, WITH.C KOREA is here to support you!