Already beloved by DIY enthusiasts and promoted by many indie brands, the powder format is now also being used in more classic products, in everything from cleansers to scrubs and deodorants.
Unlike traditional beauty products, powder cosmetics contain zero water. So, it’s up to the consumer to add the required amount of water. The environmental-friendly solution appears as an ideal alternative to appeal those who do not like the texture of solid cosmetics.
A growing number of brands in the segment
The brands Yanne Wellness, Tatcha, Yodi and Eyden are among those that offer numerous powder cosmetics, from revitalizing masks to exfoliating powders to purify the skin, as well as shampoos and facial cleansers. Perlucine, which specializes in cosmetics featuring white oyster shell powder, offers a wide range of products of this type, from shampoo to deodorant, toothpaste, and shower gel.
Luxury houses and consumer brands have also started using powder formulations. Dior, for example, has its Hydra Life Time to Glow – Ultra Fine Exfoliating Powder, and Klorane sells a 3-in-1 Purifying Powder that transforms into a foam on contact with water.
Note that other brands, such as 900.care and Mono Skincare, have chosen in-between offerings, with solid cosmetics that also turn into a liquid on contact with water. This is the case with the brand’s shower gels, that can be customized in line with individual tastes and desires. Powdered or solid, cosmetics have well and truly set a transformation in motion, helping consumers shift to zero-waste alternatives.