Mintel has identified “Water – the new luxury” as one of four key trends set to impact the global beauty and personal care industry over the next decade.  As new sources of water are emerging, beauty brands can enrich their formulations with various fruit, vegetable and herb waters that offer an element of distinctiveness and reassurance, promising extra benefits and a layer of glamour.

Watermelon water is the new coconut water

Fruit waters are an attractive addition to a beauty product, appealing to consumers’ trust in food-related solutions. For example, 19% of Spanish and French consumers say they wouldn’t put anything on their body that they wouldn’t eat.

Watermelon water is positioned as a healthful alternative to coconut water thanks to its vitamins and moisturising benefits. The fruit has most recently appeared in Estée Lauder’s new Double Wear Water Fresh Makeup, forming part of an intensive moisturising complex, and is present in skincare and wash products. However, none of these products have explored the sensoriality of watermelon water, something that essences, toners and hair rinses would do well.

Banana water could be next

A peek at the drinks industry reveals a potential new fruit water for the beauty industry. Banana Water is said to be an excellent source of vitamin C, potassium and magnesium, making it a great option for skincare and haircare products. So far, banana extract, not water, has been championed by Korean giant LG to add nourishment and moisturisation to a number of Su:um 37 face and suncare products. In other parts of Asia, beauty brands have explored banana’s antiseptic and energising properties in hand and foot creams. So far, such products have focused on banana extract and puree. However, by using banana water, beauty brands can differentiate their products and give a healthfood-style positioning in addition to their commercial appeal.

Cactus water pricks the imagination

Prickly pear cactus extract has appeared in a small but growing number of skincare products as a plant water, comprising the bulk of the formulation and headlining the marketing. Nature Republic’s Soothing & Moisture Cactus 92% Soothing Gel is a case in point. The gel contains prickly pear grown in the Korean district of Pyeongchang and name checks the amount in the formulation to promote an image of transparency to consumers. Cactus water’s fragrance and composition makes an interesting option for refreshing body sprays and splashes, and cooling post-exercise lotions.

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Estée Lauder Double Wear Nude Water Fresh Makeup Broad Spectrum SPF 30 is described as a lightweight, anti-pollution, super-protective and oil-controlling foundation. It claims to be instantly hydrating thanks to a moisture complex of ingredients including watermelon, lychee seed and apple.
Nature Republic Soothing & Moisture Cactus 92% Soothing Gel is described as a moisturising, non-sticky gel made with pear cactus and Eastern prickly pear, designed to be used on face, body, sensitive or dry skin areas and hair.
Label Young Banana Hair Essence is formulated with banana juice and features a three-step hair nourishing system to protect hair from perm, dying and drying, while softening it.

Vivienne Rudd, Director of Global Insight & Innovation, Beauty & Personal Care at Mintel, has been writing about the beauty industry for more than 20 years. The former editor of European Cosmetic News and Cosmetics International, Vivienne has travelled the world, interviewing leading industry executives and reporting on corporate, consumer, marketing and product innovation developments.

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