Waterless Beauty in Europe: Brands, Trends, and Products Watch

Base year: H1 2021
Published: January 2021
Regional Coverage: Europe

This is a first-of-its-kind overview, focusing on trends and innovation as well as brands and products undertaking the challenge of becoming waterless. Cosmetics and toiletries in the solid, powder, oil, and waterless concentrate formats are flooding the shelves of European beauty stores as consumers and marketers engage in the sustainability megatrend. The report will include a cross-category analysis of trends in this segment, profiles of interesting brands that specialize in waterless beauty, and a catalog of products offered by large beauty players.


  • Provides comprehensive scan of trends in waterless beauty
  • Covers the following categories: hair care (such as solid and concentrated shampoos and conditioners), skin care (such as moisturizers and sun oils in stick format or concentrates), cleansing products (such as solid shower gels and facial cleansers in powder), fragrances (usually in a stick format), and oral care (such as toothpaste tablets)
  • Excludes traditional products in solid form: makeup, deodorants in stick format, and bar soaps
  • Profiles brands that are active in this segment and specialize in waterless beauty
  • Product watch: Examples of recent waterless products launches by key beauty brands


Table of Contents


Trends Overview

Analysis of key trends in waterless segments: textures, formats, concepts, and other with examples of launches and innovations

Brands snapshots

Short profiles of indie brands whose core activities are in waterless beauty

For each brand listed in Table 2:

  • Company overview
  • Waterless products offerings
  • Geographical coverage

Product watch

Comprehensive catalog of new launches of waterless products split by category (Categories listed in Table 1)

Table 1.  Categories
Fragrances ​Personal cleansing products*
​Hair care Skin care
​Oral care


Table 2. Brands specializing in waterless beauty**
An-Hydra Lamazuna
​Ascentical​ ​LUSH
CO.SO ​No cosmetics
Flow ​Secrets de Provence
Foamie ​​Stop the Water
Kaurilan Sauna ​True Skincare

*Excludes traditional bar soaps
**Preliminary and subject to change

Report Benefits

This report serves as an excellent resource for manufacturers and distributors looking to better understand and assess opportunities in the European market for waterless cosmetics. It will also offer subscribers:​

  • A first-of-its-kind analysis of the market niche that has been developing rapidly in Europe
  • A source of innovative ideas on the market where the solid form penetrates the liquid or water-based cream-dominated categories
  • An understanding of which players are active in this segment and how big of an opportunity it could be to your company​

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