Waterless washing and fermented beauty lead cosmetics NPD in 2022
Trends forecaster WGSN has unveiled its 2022 beauty trends, which centre around usability and sustainability, from water-saving hygiene to faster make-up routines. Among the six ‘ones to watch’, as highlighted by WGSN, is ‘waterless washing’, an evolution of waterless beauty encompassing showerless shampoo and no-water shaving products.
‘Fermented beauty’, meanwhile, taps into the desire for potent products and is driven by K-beauty and J-beauty trends. Fermentation releases enzymes that break down molecules so they can better penetrate the skin. The fermentation process also results in the formation of acids, such as lactic and acetic acids, which act as natural preservatives, prolonging shelf life.