Waterless Cosmetics Market Size, Share & Industry Analysis, By Product (Skincare, Haircare, Makeup, and Others), By Sales Channel (Hypermarkets/Supermarkets, Specialty Stores, Online Channels, and Others), and Regional Forecast, 2024-2032

The global waterless cosmetics market size was valued at USD 11.78 billion in 2024. The market is projected to grow from USD 12.41 billion in 2025 to USD 19.81 billion by 2032, exhibiting a CAGR of 6.71% during the forecast period. Asia Pacific dominated the waterless cosmetics market with a market share of 39.64% in 2024.

Waterless cosmetics basically include water-free beauty products that mostly do not include water as a primary ingredient. These cosmetics leverage oils, butter, waxes, and other oil-soluble ingredients, resulting in more concentrated formulations and reducing the need for preservatives. The rise in global travel and the fast-paced lifestyle of consumers have created a preference for lightweight, portable products. This type of cosmetics often comes in solid or powdered forms, making them easy to carry and use without the need for water. This convenience attracts particularly a larger consumer segment, fostering the market’s growth. Furthermore, innovations in formulation technology have enabled the development of effective products that meet consumer expectations for quality and performance. These advancements help brands create high-performance products, augmenting the market’s share in the long run.

The COVID-19 pandemic led to widespread lockdowns and restrictions that disrupted transportation and halted the supply of raw materials. This disruption affected production units, making it challenging for cosmetics brands to maintain their supply chains and meet consumer demand for waterless products. However, many consumers adopted self-care routines and DIY beauty regimens as they spent more time at home. This shift led to increased interest in waterless cosmetics, allowing users to create their own beauty solutions without the need for water-based products.

Global Waterless Cosmetics Market Snapshot & Highlights

Market Size & Forecast:

• 2024 Market Size: USD 11.78 billion
• 2025 Market Size: USD 12.41 billion
• 2032 Forecast Market Size: USD 19.81 billion
• CAGR: 6.71% from 2025–2032

Market Share:

• Asia Pacific led the waterless cosmetics market with a 39.54% share in 2023, driven by a large population, rising disposable incomes, and demand for innovative skincare in countries like China, India, and Indonesia.
• Skincare is the dominant product category, favored for its concentrated, natural formulations.
• Hypermarkets/supermarkets hold the largest sales share due to their wide selection and accessibility, while online channels are rising rapidly.

Key Country Highlights:

• United States: Expected to reach USD 4.11 billion by 2032, driven by demand for sustainable, travel-friendly beauty products and innovation from brands like Olay and Everist.
• India: Increased disposable income and consumer preference for eco-conscious products support growth.
• France & U.K.: Home to pioneering cosmetic brands pushing waterless innovation.
• Japan & South Korea: Leaders in advanced cosmetic formulation technologies.
• South America & MEA: E-commerce growth and retail expansion are driving access and adoption.

Waterless Cosmetics Market Trends

Increasing Popularity for Organic and Natural Cosmetic Products to Surge Market Growth

Consumers have become more knowledgeable about the ingredients in their beauty products and the potentially harmful effects of synthetic chemicals. This responsiveness has led to a shift toward natural and organic ingredients as consumers seek substitutes that are less likely to cause skin irritation. Moreover, with growing concerns about water scarcity and the environmental impact of traditional cosmetics, there is a significant push toward eco-friendly products. Waterless cosmetics inherently reduce water usage, aligning with the budding consumer demand for sustainable and environmentally responsible beauty solutions. For instance, in May 2024, P&G, a global personal care company, launched ‘Cleansing Melts and HiBar's Solid Oil Cleanser under its beauty care brand ‘Olay.’ This new formulation aims to meet modern skincare and sustainability needs by eliminating water from their ingredients, thus reducing the need for preservatives and packaging waste.

• Asia Pacific witnessed waterless cosmetics market growth from USD 4.44 Billion in 2023 to USD 4.67 Billion in 2024.

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Waterless Cosmetics Market Growth Factors

Growing Adoption of Healthy Skincare Routine Among Women to Augment Product Demand

Women are becoming more conscious of the ingredients in their skincare products, seeking formulations that are free from harmful chemicals. Waterless cosmetics often utilize natural and organic ingredients, which are healthy for the skin, fostering product demand. Besides, the absence of water in these products allows for higher concentrations of active ingredients without the need for preservatives, making them attractive to health-conscious consumers. Moreover, with busy lifestyles, many women are opting for skincare products that are both effective and convenient. Waterless cosmetics, which often come in solid or powdered forms, are lightweight and travel-friendly, therefore fueling the market’s growth. For instance, in January 2021, Everist Inc., a specialist in personal care products, expanded its waterless concept into body care, offering shampoo and conditioner concentrates in compact, travel-friendly packaging.

Technological Advancements in terms of Cosmetic Products to Flourish Market Growth

Advancements in formulation technology enable the creation of effective waterless cosmetics that maintain product stability and performance without the need for water. For instance, the development of new synthetic ingredients, such as polymers and emulsifiers, allows for the formulation of creams, serums, and cleansers that provide hydration and efficacy similar to traditional products. This innovation enhances consumer confidence in the effectiveness of waterless options, driving product demand. In addition, emerging technologies allow brands to offer customized or personalized products tailored to individual skin types and preferences. This is particularly attractive to consumers seeking unique solutions, increasing market growth.

RESTRAINING FACTORS

Side Effects of Chemical-based Cosmetics and Less Awareness May Hinder Market Growth

Nowadays, most consumers have become aware of the adverse effects of chemical ingredients such as sulfates, parabens, and synthetic fragrances. This makes them hesitant to switch to the product, dropping its demand. This skepticism can occur from a lack of understanding about the benefits and effectiveness of waterless formulations, which may lead consumers to continue using traditional products despite their potential side effects. Therefore, the prevalence of chemical-based products in the market can overshadow the availability and benefits of waterless skincare options, thus slowing waterless cosmetics market growth.

Waterless Cosmetics Market Segmentation Analysis

By Product Analysis

Convenience Provided by Waterless Skincare Products to Boost Segment Growth

Based on product, the market has been divided into skincare, haircare, makeup, and others.

The skincare segment is leading the market. Waterless skincare products offer concentrated formulations that combine various benefits, which attracts consumers looking for efficiency in their beauty regimens. The formulation of waterless skincare products typically involves innovative ingredients such as natural oils, botanical extracts, and other concentrated components, fostering segment growth.

• The skincare segment is expected to hold a 35.31% share in 2023.

Other products, such as fragrances, hygiene products, and oral cosmetics, have also acquired a substantial share of the market. Waterless products are often more convenient and travel-friendly. They typically come in solid or powdered forms, making them lightweight and easy to carry. This feature is particularly attractive to consumers with busy lifestyles or those who travel frequently, propelling other segment growth.

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By Sales Channel Analysis

Availability of a Wide Range of Waterless Cosmetics in Hypermarkets/Supermarkets to Foster Segment Expansion

Under sales channel, the market has been segregated into specialty stores, hypermarkets/supermarkets, online channels, and others.

The hypermarkets/supermarkets segment took the largest waterless cosmetics market share in 2023. Supermarkets and hypermarkets serve as one-stop shopping destinations, allowing consumers to find a wide range of products in the same store. Besides, the ability to explore various products in one location encourages consumers to try waterless cosmetics options, contributing to the segment's growth. the segment is expected to attain 32% of the market share in 2025.

Other sales channels, such as wholesale stores and brand retailers, have captured a significant share of the market. These stores often provide a curated selection of high-quality, niche products that cater to specific consumer preferences. Therefore, by focusing on niche audiences and tailoring their product offerings, these channels have effectively captured market share, augmenting segment growth. The segment is likely to document a considerable CAGR of 5.42% during the forecast period (2024-2032).

REGIONAL INSIGHTS

The global market has been split into Asia Pacific, North America, Europe, South America, and the Middle East & Africa on the basis of geography.

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In 2023, Asia Pacific obtained the largest share of 39.53% in the market. The region boasts a significant population, particularly in countries such as China, India, and Indonesia. Moreover, the rapid increase in the disposable incomes of Asian consumers has, in turn, fetched a greater demand for premium beauty products. For instance, according to the Ministry of Statistics and Programme Implementation (MOSPI), disposable personal income in India rose to USD 3,556,777 million in 2023, up from USD 3,303,450 million in 2022. The Chinese market is foreseen to gain USD 1.45 billion in 2025. In addition, consumers in those countries are seeking innovative and effective skincare solutions, thereby boosting the region’s market growth. Asia Pacific held the largest market share valued at USD 4.44 billion in 2023 and USD 4.67 billion in 2024. India is predicted to reach USD 906.71 million in 2025, while Japan is set to reach USD 722.06 million in the same year.

• In china, the skincare segment is estimated to hold a 31.58% market share in 2024.

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North America is the third largest market poised to hold USD 3.25 billion in 2025. North American consumers are increasingly prioritizing eco-friendly products that reduce water usage and packaging waste. The U.S. market is set to grow with a value of USD 2.46 billion in 2025.  Waterless cosmetics align with these values, as they are designed to minimize environmental impact, further boosting their demand in the market. Furthermore, in North America, there is a long-standing tradition of using minimal water in beauty routines, often relying on oils, balms, and other concentrated formulations.

Europe is the second largest market expected to be valued at USD 3.31 billion in 2025, exhibiting a CAGR of 6.34% during the forecast period (2024-2032). European cosmetics brands are at the forefront of innovation in the beauty industry, frequently introducing new formulations and product types. The U.K. market continues to expand, projected to reach a market valuation of USD 525.10 million in 2025. The market in Europe is characterized by a diverse range of offerings, including solid shampoos, powdered cleansers, and concentrated serums. This variety allows consumers to find products that suit their specific needs, driving further adoption of these products in the region. Germany is anticipated to be valued at USD 645.11 million in 2025, while France is poised to reach USD 512.58 million in the same year.

South America is the fourth leading region expected to be worth USD 648.00 million in 2025. The rise of e-commerce in South America and the Middle East & Africa has facilitated access to a wide array of waterless cosmetics. Consumers can easily explore and purchase these products online, which enhances the market growth in these regions. In addition, traditional retail channels are increasingly stocking waterless options, providing consumers with the opportunity to physically examine and try products before purchase, which influences their buying decisions in those regions. The UAE market is anticipated to stand at USD 41.24 million in 2025.

KEY INDUSTRY PLAYERS

Growing Partnerships and Collaborations of Beauty Brands With E-commerce Platforms to Intensify Market Growth

Collaborations between established beauty brands and innovative startups can lead to the development of new and effective waterless skincare and makeup formulations. These partnerships can accelerate research and development efforts, ensuring high-quality products that meet consumer demands for sustainability and performance. In addition, surging partnerships with well-known retailers and e-commerce platforms enable cosmetics brands to expand their reach and accessibility. This facilitates entry into new markets and provides access to a wider audience, increasing the sales potential of the market. In July 2024, Vedix, an Ayurvedic beauty brand, partnered with Shoppers Stop to launch a shop-in-shop experience in Bangalore. This collaboration allows customers to access complimentary hair and skin analysis, leading to customized product recommendations. The partnership aims to integrate advanced technology with personalized Ayurveda solutions for skincare and haircare.

LIST OF TOP WATERLESS COSMETICS COMPANIES:

• L’Oréal S.A. (France)
• The Procter & Gamble Company (U.S.)
• Kao Corporation (Japan)
• The Estée Lauder Companies Inc.(U.S.)
• Avon Products, Inc. (U.K.)
• Amway (U.S.)
• Biotique (India)
• Revlon Inc. (U.S.)
• Coty Inc. (U.S.)
• Shiseido Company, Ltd. (Japan)
• Ruby's Organics (India)
• Clensta (India)
• Olaplex (U.S.)
• Bath & Body Works (U.S.)
• B Blunt (India)

KEY INDUSTRY DEVELOPMENTS:

• March 2024 – Mono Skincare, a popular skincare company, redefined beauty with the launch of the world's first waterless extemporaneous dermo-cosmetics, emphasizing a completely water-free skincare routine for daily usage.
• August 2023 – Vegreen, a Korean beauty brand, launched its first Vitamin C ampoule, which uses an oil-based ethyl ascorbyl formulation instead of water, enhancing potency and absorption while addressing common issues with traditional Vitamin C products, such as oxidation.
• June 2023: DevaCurl, an award-winning hair care innovator and a brand under Henkel, introduced a new dry shampoo formulation called Dry No-Poo. This innovative product aims to establish a "new standard" in curl care, offering more than just oil absorption. The non-drying, dual-use formula refreshes roots, enhances curl shape, adds texture, and boosts volume.
• November 2021: Forgo, an Indian pharmaceutical company, introduced a new waterless body wash that features a soap powder formulation, allowing consumers to mix it with water at home to create a gel wash. This product comes in natural scents derived from surplus natural resources and is enriched with Niacinamide.
• February 2020: SBTRC, a new waterless brand by Ben Grace, launched planet-based bar soap and compostable skincare products, claiming their offerings last twice as long as traditional products.

REPORT COVERAGE

The waterless cosmetics report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, sales channels, and application usage areas. Besides this, the market research report provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors that have contributed to the market's growth over recent years.

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Report Scope & Segmentation