This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.
When a product is hailed a ‘miracle in a bottle’, it usually refers to a skin care product, often a new age-defying serum.
But hair care now has its own answer: hair waters.
These are treatments that work almost instantly to leave hair looking glossy and feeling smooth, while also reducing breakage and avoiding weighing down the hair.
And a sharp rise in the level of innovation of these products shows that brands have hit upon a format that is as promising as it is appealing.
Nevertheless, hair waters are not new. Luxury hair care brand Philip B first launched Weightless Conditioning Water – a mist that instantly restores smoothness to hair, leaving it with a healthy gleam, and without the weight or wait time of a rinse-out conditioner – back in 2017.
The L’Oréal Group followed, launching K Water by Kerastase in 2020, harnessing lamellar technology that delivers amino acids and lipids to damaged areas of the hair, before bringing it into the mass market with L’Oréal Paris Elvive’s hit, 8 Second Wonder Water, in 2021.
It became the UK’s number one hair care product launch that year, and at its height of success, was selling one bottle every minute.
The brand has since turned the line into a franchise, adding Colour Protect Wonder Water in 2022 and Hydra Hyaluronic Wonder Water this year.