Water-infused beauty and grooming products are on the rise

For a substance that covers about 71% of the surface of the earth, water is having a moment in the spotlight. New ways to drink it are emerging, from cactus water to “raw” water, and it’s being incorporated into new workout and wellness activities. These beauty and grooming products are harnessing H20 for its hydrating properties.


Korean beauty brand Memebox sells the Nooni Water-Blending Lip Oil, a soothing lip product with ingredients including apple water and a mix of nine botanical oils. The product’s biggest differentiator is its use of alpha-hydroxy acids, which dissolve dry skin and gently exfoliate lips. Another Korean beauty brand, Unpa, recently produced an exfoliating lip mask. Due to the lip oil’s popularity, Memebox will soon be selling two new versions: one for plumping lips and a tinted one for a stain effect.


Micellar water gained popularity as a face cleanser last year, praised for being a product that cleanses the face and removes makeup without needing water to rinse it off. Redken has incorporated it into a shampoo and conditioner, using the properties of micellar water to remove dirt, oil, and product buildup. The hair products do need to be washed out with water, but claim to be less harsh on hair while providing a better clean than other shampoos and conditioners. Personalized hair care is on the rise as companies provide custom products to address different hair needs.


Water isn’t the only liquid being infused into beauty and grooming products; coffee and wine are having a moment, too. L’Oréal’s Hydra Genius Water Cream is face lotion infused with aloe water and hyaluronic acid to pack an extra hydrating punch. The lotion comes in three varieties for different skin types (normal/dry, normal/oily, and extra dry), and the formulas break into water upon application to provide 72 hours of continuous hydration. More than a third of influential young consumers share products, including lotion, with their friends.