Water-activated products are changing the sustainability game in beauty.
They’re plant-based, cruelty free, devoid of nasties such as parabens and sulfates, and ideal for travel. Created sans H₂O, the units are lighter and smaller than traditional hair products, use less packaging, and are cheaper to ship — cutting way down on carbon emissions.
No surprise the waterless beauty market is booming: it's set to jump from $11.2B in 2024 to $20.5B by 2030, says MarketResearch.com.
Here’s a look at six standout brands leading the charge:
THE POWDER SHAMPOO
Launched in 2022 by Singaporean industry veteran Lynn Tan, this ever-growing lineup of hair and body care plants a tree in Tanzania for every product sold.
- Type: Powder to Foam
- Products: Shampoos, Conditioners, Body Washes
- Hero Ingredients: Pre- and pro-biotics, papaya enzymes, tea tree, thyme, zinc PCA, biotin.
- Point of Difference: Variety. This brand covers numerous hair-care categories (anti-dandruff, dry & damaged hair, normal hair, oily/ sensitive scalp, thinning hair) and offers powder-to-foam body washes as well.
- Caveat: Issues with packaging include caps that can be difficult to remove.
SMALL WONDER
This sleek, sustainable brand debuted late last year with luxury shampoo and conditioner formulas, and has plans to roll out additional waterless hair- and skin-care products.
- Type: Powder to Foam
- Products: Shampoo, Conditioner
- Packaging: Recyclable, refillable, compostable aluminum bottles designed to keep water out.
- Hero Ingredients: Jojoba seed, coconut, and argon oils, kaolin, guar.
- Point of Difference: The brand’s proprietary Shine37 compound, which does deliver lustrous, vibrant locks.
- Caveat: Shaker bottle design prone to clogging and breaking.
POWDERA
Out of India comes this holistic brand with an artisanal vibe, “powered by nature and perfected by science.” It launched last year with three thoughtful, well-received shampoo formulas and is planning a skincare line as well.
- Type: Powder to Foam
- Products: Shampoos
- Hero Ingredients: Grapefruit oil, prebiotics, bergamot oil, ginger roots, tea tree, willow tree.
- Point of Difference: Formulas include conditioning ingredients that eliminate the need for conditioner for many hair types.
- Caveat: Prone to leaving residue behind if not thoroughly rinsed.
MEOW MEOW TWEET
This indie small-batch apothecary began churning out sustainable lip balms and deodorant sticks in 2009, and offers a range of clean beauty and wellness products in various eco-friendly iterations (including waterless powders).
- Type: Powder to Foam
- Products: Shampoo, Conditioner
- Packaging: Refillable/ recyclable metal bottles.
- Hero Ingredients: Rose geranium, aloe, marshmallow, olive oil, juniper berry.
- Point of Difference: The brand offers a variety of sustainably sourced and packaged hair, skin, and body products; the powder-based shampoo and conditioner are clarifying formulas that effectively de-gunk hair.
- Caveat: Can be overly drying on some hair types.
EVERIST
The brand’s products are a “hybrid of haircare and skincare,” with water replaced in its rich balm formulas with vegetable glycerin and organic aloe vera.
- Type: Balm to Foam
- Products: Shampoos, Conditioners, Body Washes, Body Oils
- Packaging: Recycled/ recyclable aluminum tubes and tins.
- Hero Ingredients: Orange peel oil, bergamot oil, clary sage, rosemary, peppermint.
- Point of Difference: Plant-based cream concentrates have less potential for mess and spills than their powder counterparts.
- Caveat: Shampoo tube and tin tops can be tricky to maneuver.
AROVE
The brainchild of celebrity stylist Michael Dueñas, the brand launched earlier this year as a travel-friendly, premium-quality option for jet-setting hair-care professionals like its founder.
- Type: Powder to Foam
- Products: Shampoo, Conditioner
- Packaging: 100% post-consumer recycled plastic and glass shaker bottles.
- Hero Ingredients: Hyaluronic acid, rose hip oil, broccoli & watermelon seed oils.
- Point of Difference: The brand’s proprietary LumiLok technology features encapsulated ingredients that activate on contact and allow a controlled, sustained release of nutrients over time.
- Caveat: Can require more product than recommended to get a good lather.