W/O (water-in-oil) emulsions are becoming more and more
preferred in the personal care space, particularly regarding
color cosmetics and sun care.
In color cosmetics, W/O foundations offer better water resistance,long-wear, and high coverage – all the performance qualities a consumer desires – compared to O/W (oil-in-water) formulations. And though W/Si (water-in-silicone) formulations may offer great performance and texture, they do not qualify as natural makeup, making them a less desirable option among younger shoppers.