It's been a good few years since micellar water first took the beauty by industry by storm, and up until recently the technology has only been used in facial skincare. But a selection of new product launches in other categories suggests this is all about to change.
The original no-rinse micellar cleansing waters include micelles which are oil particles that attract and hold onto dirt and grease. The waters effectively cleanse skin without stripping away moisture – hence their overwhelming popularity. Now, brands in alternative categories are positioning micellar as their solution to gentle, sulphate and silicon-free cleansing.
British brand Charles Worthington is promoting a mild hair cleanser with the launch of its Everyday Gentle Micellar Shampoo, suitable for coloured hair and as the name suggests – everyday use. Similarly, US brand Redken and DevaCurl have their own versions, including the latter's Buildup Buster Micellar Water Cleansing Serum, which revives curly hair by removing product build up.
In the sun care category, Parisian brand Institut Esthederm has launched a Micellar After Sun Shower Gel – the first of its kind – using the micellar cleansing system to remove all traces of sunscreen, salt, sand and chlorine while soothing the skin.
Micellar technology offers safe, quick-wash solutions for busy consumers so it was inevitable that the dirt magnet innovation would expand into other areas. While the developments above don't align themselves with the no-rinse concept of the facial cleansers, it shows there is potential for brands to create new and efficient micellar concepts in other product categories.
