In the midst of everything that happened this year, one thing has become abundantly clear in the beauty world: consumers care about sustainability. This year, waterless beauty reigned supreme, as waterless soap bars have seen a 7.1% YoY increase and waterless shampoo bars have seen a 5.3% increase YoY, according to SPINS, a wellness-focused data company. For beauty consumers, this is a fairly large jump, and it shows that sustainable beauty truly has staying power.
“Combined, waterless shampoo and soap bars have seen nearly $1.5B YoY market growth this year,” said Dan Buckstaff, CMO of SPINS. “The beauty industry understands that consumer demands have shifted to holistic and sustainable-minded practices such as creating a lower carbon footprint and ingesting healthier ingredient quality. Consumers are becoming more consciously aware of the ingredients in their everyday products, so retailers will need to adapt to changing demand and integrate eco-friendly, innovative waterless beauty products into the market.”
Below, find our absolute favorite waterless beauty products to try on for size. Our picks range from solid lotion to an ultra-concentrated shampoo paste.