For 30 years, micellar waters have been gaining popularity day by day. When a (well-known) company launched a new product in 1991 called "micellar water", more suited to the biology of the skin and responding to the concerns of sensitive skin, it was hard to imagine the success of this new galenic, yet very simple.
What is a micellar water?
Micellar waters have a very minimalist appearance. They just look like water. However, they are rich in active molecules and must, at the very least, contain MICELLES. Micelles are invisible microspheres formed from amphiphilic molecules (surfactant) dispersed in a solution. They are able to capture impurities while respecting the skin barrier, and thus eliminate make-up and exces of sebum in a single gesture. In addition to micelles, micellar waters can also contain moisturizing, soothing and purifying active ingredients. Finally, an important point, micellar waters have to respect sensitive skin. This mixture of good cutaneous tolerance, ease of use and efficiency with a clean look is ultimately the success of micellar waters.
Today, this success is driven by the European market which represents 33% of the market share, followed by APAC with 30% and North America with 27%(1). In addition, a dynamic of new launches appeared particularly in younger markets, with high growth potential, such as Brazil or Indonesia (+9.1% and 21.6% CAGR(2, 3) respectively) .
The popularity of this format also makes it move from facial care to other categories such as hair care or body care. Shampoos, conditioners, hand gels, “micellar” baby cleansers are multiplying and developing this concept more globally