Cosmetic consumers pay premium rates for water, ledauphine.com says

Cosmetic Formulations Rely Heavily on Water as Prices Soar

Consumers purchasing high-end beauty items are frequently paying for plain water sold at premium rates, according to an analysis published by ledauphine.com. The French beauty market surpassed 22 billion euros in 2024, achieving a 6.8 percent annual increase, while numerous cosmetic formulations containing approximately 75 percent water sell for up to 7,266 euros per litre.

The Chemistry Behind the Bottle

Water, chemically known as H₂O, serves as the primary solvent in the vast majority of cosmetic products. Ledauphine.com reported that this water is often standard tap water that has undergone various treatments such as deionisation, distillation, or purification, stripping it of specific properties to function as an aqueous phase. To combine this water with non-miscible oily phases, manufacturers incorporate surfactants that stabilize the ingredients into dispersed droplets.

International labeling standards mandate transparency regarding these contents. The International Nomenclature of Cosmetic Ingredients, established in 1973, requires manufacturers to list water under the terms aqua or water on packaging. Ledauphine.com noted that this linguistic choice provides a scientific distance that masks the basic nature of the primary ingredient.

Divergent Marketing Strategies in the Beauty and Beverage Sectors

Beauty brands employ various marketing approaches regarding water content. Some companies highlight thermal spring water sources or specialized mineral profiles, while others promote waterless formulations. At the same time, the broader consumer market applies similar techniques to flavored beverages. The conversation reported that items like Air Up water bottles retail between 35 euros and 99 euros, utilizing scented pods that stimulate the olfactory system to trick the brain into perceiving flavored water while consumers drink plain tap water.