Waterless cosmetics have gained popularity globally, especially in the Asia-Pacific (APAC) region, after originating as a trend in South Korea. According to GlobalData, the growing eco-consciousness among consumers will lead to a further increase in demand for waterless cosmetics in the APAC region.
Lead Consumer Analyst at GlobalData, Mohammed Masiuddin Shajie, explained that waterless beauty products eliminate water as an ingredient and instead use alternative bases such as butter, oil, and botanical extracts, also known as anhydrous cosmetics.
The absence of water makes them eco-friendly, reducing the strain on freshwater resources. They also come in smaller pack sizes, reducing the carbon footprint.
Waterless cosmetics can also be positioned as a healthier alternative to traditional beauty products. They do not contain preservatives and are suitable for even sensitive skin types.
The absence of water in these products also means they have an extended shelf life.
Consumer and Retail Commercial Director, APAC and Middle East, GlobalData, Deepak Nautiyal, noted that customers are increasingly aware of the environment and are looking for sustainable products.
In a GlobalData consumer survey, 49 percent of participants in Asia and Australasia stated that the information about water footprint displayed on product packaging often influenced their product choices.
Eighty-one percent of respondents also mentioned that they found sustainable or environmentally friendly features essential when purchasing.
Given the ongoing consumer demand and innovations, Nautiyal is confident that the future of waterless cosmetics in APAC is promising. However, manufacturers must invest in consumer education regarding sustainable consumption and highlight the other benefits.
