June 25th 2025

As environmental concerns reshape the cosmetics industry, a growing number of brands are reimagining hygiene routines without a single drop of water. This shift toward waterless products is no longer a niche trend. It is becoming a new standard, supported by innovation, consumer demand, and a clear sustainability mission. France is already playing a key role in this transformation.

Why Going Waterless Makes Sense

Traditional cosmetics rely heavily on water. Not just in their use, but in their composition. Yet water is becoming a scarce and politically sensitive resource. Eliminating it from formulations helps reduce a product’s environmental impact while opening the door to concentrated, preservative-light solutions.

Waterless formats also offer multiple operational advantages:

Smaller packaging and reduced plastic use
Lighter shipping weight and lower CO₂ impact
Longer shelf life and no risk of leakage or microbial instability
What started as an environmental gesture is now a smart business decision.

What Customers Are Really Looking For

Across global markets, the shift to waterless hygiene is driven by a mix of ecological awareness and practical expectations. Customers are not only interested in reducing water consumption. They want smarter formats, cleaner labels, and better results with fewer compromises.

Powder cleansers, solid shampoos, and non-rinse sprays meet these demands. They are easy to use on the go, more stable during transport, and increasingly formulated to meet international clean beauty standards. Their appeal spans multiple industries, from retail to hospitality and wellness.

French Brands at the Forefront

France brings more than a legacy of luxury to the waterless hygiene movement. It brings science, structure, and deep formulation expertise. French laboratories have developed a new generation of water-free products that are both technically advanced and pleasant to use.

Many of these brands combine:

• Clean, minimalistic ingredient lists
• Advanced botanical and biotech actives
• COSMOS or Ecocert-certified production methods
• Refined textures and skin tolerance backed by testing

This balance between efficacy, sensorial experience, and sustainability is what makes the French offering so compelling for international buyers.

A Market That’s Gaining Ground

The global waterless cosmetics market is growing steadily. In Europe, solid formats are gaining ground not only with eco-conscious consumers but with professional buyers seeking performance and transport-friendly solutions. Shampoo bars alone saw double-digit growth in 2023, and powder cleansers are appearing in premium skincare lines as well as in mass-market ranges.

This trend is no longer driven by early adopters. It is supported by lasting shifts in consumer behavior, regulatory pressure on packaging, and rising demand for travel-ready, zero-waste solutions.

Discover the French Approach to Waterless Hygiene

Within the Wellness and Beauty universe of the Business France Marketplace, a growing number of French suppliers are leading the way with water-free formulations. From solid cleansing bars to powder-based treatments, they offer a responsible and effective alternative to conventional hygiene products.

Take the opportunity to explore their expertise, connect with manufacturers, and bring smart, sustainable hygiene solutions to your market.