Waterless Cosmetics Market Report 2025

This Waterless Cosmetics report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The waterless cosmetics market size has grown rapidly in recent years. It will grow from $10.48 billion in 2024 to $11.79 billion in 2025 at a compound annual growth rate (CAGR) of 12.4%. The growth in the historic period can be attributed to increasing awareness of water scarcity, demand for eco-friendly and sustainable beauty products, consumer preference for convenience in cosmetics, rise in environmentally conscious consumer behavior, growing demand for new beauty trends.

The waterless cosmetics market size is expected to see rapid growth in the next few years. It will grow to $19.11 billion in 2029 at a compound annual growth rate (CAGR) of 12.8%. The growth in the forecast period can be attributed to growing focus on reducing carbon footprint, adoption of waterless beauty products in emerging markets, emphasis on long shelf life and stability in waterless formulations, regulatory support for sustainable and waterless cosmetic practices, increasing demand for premium cosmetics products due to rising disposable income. Major trends in the forecast period include innovation in packaging for waterless cosmetic products, advances in formulation technologies for waterless products, consumer education on the environmental benefits of waterless cosmetics, customization of waterless beauty products for diverse skin types.

The growing demand for chemical-free cosmetics is anticipated to drive the expansion of the waterless cosmetics market in the future. The term "chemical-free" is used in marketing to indicate that a product is safe, healthy, or environmentally friendly, as it contains only natural ingredients. Clean products or chemical-free cosmetics are environmentally friendly, distinguished by their ingredients, and free from parabens, phthalates, sulfates, and other harmful substances. For example, in March 2023, The British Beauty Council, a UK-based association, reported in the Organic Beauty and Wellbeing Market Report 2023 that sales in this sector reached £147.6 million in 2022. The report also noted that 69% of certified brands credited an increase in their sales to obtaining COSMOS certification. Consequently, the rising demand for chemical-free cosmetics is fueling the growth of the waterless cosmetics market.

The growing emphasis on looks and aesthetics among consumers is expected to drive the growth of the waterless cosmetics market in the future. This focus on appearance highlights the significance consumers place on the visual appeal of products. Waterless cosmetics contribute to enhancing looks and aesthetics by providing concentrated formulas, eco-friendliness, innovative packaging, extended shelf life, and effectiveness for sensitive skin. Typically, waterless beauty products are more concentrated than their water-based equivalents, as they often contain higher levels of active ingredients due to the absence of dilution. For instance, in September 2023, the International Society of Aesthetic Plastic Surgery, a US-based organization, reported an overall increase of 11.2% in procedures performed by plastic surgeons in 2022, with over 14.9 million surgical and 18.8 million non-surgical procedures conducted worldwide. Thus, the increasing consumer focus on looks and aesthetics is driving the growth of the waterless cosmetics market.

Leading companies in the waterless cosmetics market are concentrating on developing waterless technology to minimize water usage, promote sustainability, and provide concentrated formulas with extended shelf lives. Waterless technology involves a formulation technique that reduces or completely eliminates the need for water in beauty, skincare, and personal care products, focusing instead on concentrated, powder-based, or oil-based ingredients. For example, in March 2023, the University of East Anglia (UEA), a research university in the UK, introduced Dries, an innovative waterless technology. The Dries technology can remove almost all water from products such as shampoos, lotions, and cleansers, which usually contain 85% to 98% water by weight. The no-heat drying process employed in Dries helps maintain the stability and efficacy of sensitive active ingredients like peptides and proteins, which can be adversely affected by high temperatures. This characteristic distinguishes it from traditional methods such as spray-drying, which often compromise these components.

Major companies in the waterless cosmetics market are committed to introducing innovative products, such as waterless Vitamin C ampoules, to stay competitive. A waterless Vitamin C ampoule is a highly concentrated serum devoid of water as the primary ingredient. Instead, it relies on a high percentage of stabilized vitamin C, known for its stability in oil. In August 2023, Vegreen, a Korea-based skincare brand, launched its inaugural waterless Vitamin C ampoule, featuring an oil-based ethyl ascorbyl (6%) and maintaining a vitamin C concentration above 80%. To address consumer concerns, the company collaborated with skincare experts and influencers to educate customers about proper application and potential side effects of pure vitamin C products.

In August 2023, e. l. f. Beauty, a US-based cosmetics company, acquired Naturium for $355 million. This strategic move is expected to double e. l. f. Beauty's share of skincare sales to approximately 18% of retail sales. Naturium, a US-based cosmetics company specializing in waterless cosmetics, including products like Glowseeker Vitamin C + Cranberry Serum and Niacinamide 12% + Zinc 1% Serum, aligns with the industry's growing focus on waterless cosmetic solutions.

Major companies operating in the waterless cosmetics market include Clensta International Pvt. Ltd., Kao Corporation, Ktein Biotech Private Limited, L’Oreal SA, Living Organic Loving Ingredients, Niconi Ltd., Ruby's Organics Private Limited, Taiki USA Inc., Procter & Gamble Company, Unilever plc, Pinch of Colour LLC, True Botanicals Inc., Ethique Inc., Carter + Jane Inc., Allies Group Pte. Ltd., Azafran Innovacion Ltd., Lavedo Cosmetics, May Coop., Vapour Organic Beauty Inc., Biomod Concepts Inc., Bobbi Brown Professional Cosmetics Inc., Cult Beauty Ltd., Deciem The Abnormal Beauty Company, Dermatologic Cosmetic Laboratories Inc., Glow Recipe Inc., Avon Products Incorporation, Oriflame Holding AG, Revlon Inc., Estee Lauder Companies Inc., Shiseido Company Limited, Henkel Ag & Co. KGaA, Johnson & Johnson Services Inc., Coty Inc.

Asia-Pacific was the largest region in the waterless cosmetics market share in 2024. The regions covered in the waterless cosmetics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the waterless cosmetics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

Waterless cosmetics refer to beauty products that are formulated without water and instead use soothing botanical ingredients. These products aid in application, hydration, texture, and the effectiveness of water-soluble actives, such as vitamin C, for improved skincare results. Waterless cosmetics are sought after for their potential to provide healthier and more sustainable alternatives in the beauty industry.

The main types of waterless cosmetics include skincare, haircare, makeup, and others. Waterless cosmetics for skincare involve activities related to the development and sale of waterless skincare products. These products are available in various forms such as bars, powders, sheets, and sticks, designed for use without water. The pricing of these products ranges from economy to mid-range and premium. Waterless cosmetics are distributed through online retailers, specialty stores, hypermarkets/supermarkets, and other channels, catering to different customer orientations, including men, women, and unisex audiences.

The waterless cosmetics market research report is one of a series of new reports that provides waterless cosmetics market statistics, including waterless cosmetics industry global market size, regional shares, competitors with an waterless cosmetics market share, detailed waterless cosmetics market segments, market trends and opportunities, and any further data you may need to thrive in the waterless cosmetics industry. This Waterless cosmetics market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The waterless cosmetics market consists of sales of foundation creams, lipsticks and eye makeup. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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