Clean Reserve's H2Eau Water-based Fragrances Tap Sensitive Skin Market

Clean Reserve has unveiled its H2Eau collection of 8 scents comprising Hydro-Tec micro-emulsion technology that supports the stable mixing of fragrance oil and water, resulting in water-based scents that are compatible with sensitive skin.

The micro-emulsion technology reportedly ensures gentle, hydrating and long-lasting performance for the fragrances. This non-irritating effect opens up the world of scent to consumers who might otherwise shy away from the fragrance category.

"Historically, water-based fragrances have not been long-lasting nor did they provide a great user experience as they were tacky upon application," says Greg Black, CEO of Clean Beauty Collective. "The formulation for Clean Reserve H2Eau is unique and made with Clean Reserve H2Eau Hydro-Tec, a proprietary formulation that blends water and oil seamlessly and lasts just as long as alcohol-based perfumes, absorbing quickly and cleanly into the skin. Additionally, Clean Reserve H2Eau has a specific pump actuator that creates a beautiful spray pattern to help the fragrance dry quickly on skin and allows the fragrance to bloom vs prior water-based formulations on the market."

The range includes Amber Cashmere, with notes of rooibos tea and neroli, florals, amber, vanilla and musk; Brilliant Peony, with notes of pink peony, amber, florals, musk and sandalwood; Emerald Oasis, with notes of grapefruit, bergamot, vetiver, soft woods, orange blossoms and musk; Golden Citrus, with notes of mandarin, bergamot, orange blossom and neroli; Musk Noir, with notes of musk, lily, violet, vanilla, patchouli and sandalwood; Nectarine Petal, with notes of nectarine, chamomile, peach, amber and musk; Waterfall, with notes of apple blossoms, watermelon, vetiver, musk and aquatics; and Water Lotus, with notes of water lilies, cucumber water, muguet, peonies, amber and musk.

The scents have debuted on Sephora.com and cleanbeauty.com and will roll out in more than 250 Sephora U.S. doors on December 26.

Black notes, "For consumers with sensitive skin and dry skin, alcohol can have a drying effect and may irritate the skin. Alcohol-based fragrances don’t typically harm the skin’s barrier instantly but over time they can have a cumulative effect. Many sensitive skin consumers avoid fragrances for this reason. Clean Reserve H2Eau is an ethyl-alcohol free, water-based formula made with sustainable and renewable ingredients that help provide a hydrating, gentle and long-lasting fragrance experience. Clean Reserve H2Eau is a great alternative for consumers that have opted out of wearing fragrances due to skin sensitivities to alcohol."

He continues, "Water-based fragrances like Clean Reserve H2Eau, simply put, give consumers more options. The scents were inspired by oceans and bodies of water around the world, featuring a water accord that is woven to add a dewy, sparkling feel throughout. The collection offers a wide array of olfactive profiles so there truly is something for everyone. Some of the key ingredients give a nod to wellness trends with uplifting notes like cucumber and citrus. We also used renewable and sustainable ingredients which consumers are seeking out in their products. And, while the fragrance technology lends itself to consumers with sensitive skin, it is also a great alternative for all fragrance lovers to experience a hydrating and truly long-lasting fragrance experience as they have come to expect with any quality perfume."

From a wider perspective, Black sees an opportunity to engage Gen Z shoppers, as well as those who value sustainability. Earlier this year, Circana noted that Gen Z is leading the recent increase in fragrance usage among U.S. consumers. In fact, in the last year Gen Z fragrance usage increased 5% to 83%.

The CEO explains, "The fragrance category will continue to grow based on consumer demand, especially with Gen Z as the driving force. Sustainability will continue to be on the forefront for clean products, not only for ingredients, but the packaging and manufacturing of the products. Clean fragrance should continue to see double digit growth over the next 3-5 years as younger consumers concerned with ingredient safety and protecting the environment add them to their personal perfume wardrobes."

Black adds, "The fine fragrance market has seen a strong growth coming out of the pandemic and will continue to grow over the next few years. While it is evident consumers are looking for fragrances that are wellness inspired to help improve emotional well-being, across the board, more consumers will expect fine fragrances to be more and more transparent. It is one of the last beauty categories within clean beauty to share the ingredients that falls within 'fragrance/parfum' oil on the ingredient list. Lastly, more and more consumers will continue to look to support quality perfumes brands that also give back and protect and the environment."