Why brands are pivoting to waterless products
By 2025, around 1.8 billion people are estimated to be living in areas plagued by water scarcity, and 785 million people could be without access to clean water.
“Consumers are more eco-conscious than ever before and focusing on sustainable formulations that do not sacrifice effectiveness and appeal to post-pandemic, hygiene-minded consumers,” says Megan Bang, Beauty Analyst at WGSN. She adds: “Waterless formats exclude inexpensive fillers and waste while providing optimal potency that is sensitive to increasing water resource scarcity and increased utility bills. These products appear to be novel at first, but have absolute staying power and interest among consumers as a benefit to their wallets and the planet.”