Abstract

Today, micellar waters are gaining popularity and are 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). But what are really micellar waters and what is the science behind?

[1] Based on Kingpin market research data

[2] CAGR: current annual growth rate

[3] Based on Mintel research data (micellar water first launches between 2019 and 2021