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Hair-care brands are introducing non-aerosol, liquid dry shampoo mists as an alternative to powder-based products. K18 launched AirWash in 2024, and Schwarzkopf’s Got2B has also entered the format; claims about performance and consumer demand are not independently verified in the source report.
Hair-care brands are bringing liquid mist formats into the dry shampoo category, offering an alternative to powder-based products for refreshing hair between washes. Cosmetics Business reports that K18 launched its AirWash mist in 2024 and Schwarzkopf’s Got2B has also entered the segment, as companies pursue formulas intended to feel lighter and leave less visible powder residue.
A dry shampoo mist is a non-aerosol, liquid-based spray, according to Laura Fenton, chief marketing officer at Living Proof, as quoted in the Cosmetics Business report. Traditional dry shampoos commonly use powders or aerosolised starches to absorb oil. Mist products instead apply liquid formulas containing oil-absorbing and cleansing ingredients in a fine spray. That distinction describes the format; it does not by itself establish that every mist performs better or leaves no residue.
K18’s AirWash dry shampoo, launched in 2024, uses a water-based formula and the company’s patented odorBIND biotechnology, the report says. The formulation also includes porous silica to absorb excess oil. K18 says one unit sells every 17 seconds globally, a company-reported figure that the source does not independently verify or place within a specified measurement period.
Schwarzkopf’s Got2B Get Fresh Dry Shampoo Hair Mist is another example. The product is described as a water-based mist designed to refresh hair between washes and absorb excess oil. Its liquid application is positioned as a less powdery alternative, but the source provides no comparative test results for either product. The report says the broader category is moving toward lighter formulas and formats, including mists and foams.
A Different Way to Refresh Hair
The shift matters because dry shampoo is widely used to extend the time between washes, but conventional powders can leave a visible cast or a chalky feel for some users. A liquid mist offers brands another way to address those concerns while retaining the convenience of a between-wash product. Whether it delivers a better experience will depend on the formula, application and hair type, rather than the format alone.
Dr. Catherine Leray, account head of research and development at THG Labs, told Cosmetics Business that performance is the main category driver. She said consumers want to refresh hair without white cast, chalky feel or excessive buildup. Leray also said mists and foams can allow more targeted application and may suit curls, braids and extensions better than loose powder. These are industry observations, not findings from a comparative consumer study presented in the report.
Water-based formulas may also give developers more scope to include ingredients associated with hydration or scalp comfort, Leray said. That possibility could widen the products’ appeal beyond oil absorption, though the source does not provide evidence that the featured products deliver specific scalp benefits. For readers, the practical question remains whether a mist suits their hair and preferred routine.
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Dry Shampoo’s Move Beyond Powder
The report places the new format within a broader evolution of dry shampoo, a category long associated with aerosol cans and powdery finishes. Brands are now exploring lighter-feeling formulas intended to refresh hair rather than simply mask oil. Mists and foams are part of that experimentation, alongside continuing use of absorbent ingredients.
Cosmetics Business cites Spate for a forecast that the global dry shampoo market will be valued at $5.1 billion in 2026 and reach $11.7 billion by 2033. These are market estimates, not confirmed sales totals; the source extract does not give details about the forecast’s methodology. The report uses the projected growth to frame why brands may be pursuing new product formats, but it does not establish that mist products account for a particular share of the market.
K18’s 2024 AirWash launch and Got2B’s entry show that the mist concept is reaching products from more than one brand. They do not, on their own, show how quickly shoppers are adopting it or whether it will replace powder and aerosol formats.
““The main driver [of the category] is performance.””
— Dr. Catherine Leray, account head of R&D at THG Labs, quoted by Cosmetics Business
Adoption and Performance Still Unclear
The source report does not provide independent product comparisons, consumer research or sales figures showing whether mists outperform powder-based dry shampoos. K18’s claim that a unit sells every 17 seconds is attributed to the brand, and the report gives no measurement window or methodology. It is therefore not possible from the source to assess the claim’s scope or use it as evidence of market share.
It is also unclear how quickly consumers are adopting the format, how much of the projected dry shampoo market growth could come from mists, or whether brands will expand beyond the examples cited. Product performance may vary by hair type and formulation; the report does not offer testing across curls, braids, extensions or other hair needs. Claims about hydration or scalp comfort remain possibilities described by Leray, not established outcomes for the products named.
More Products and Evidence to Watch
The next developments to watch are additional launches, market data and product testing that could show whether the format moves beyond a small set of examples. The source report does not identify a forthcoming launch date, regulatory milestone or scheduled review. For now, K18 and Got2B illustrate brands’ interest in liquid mists, while the scale and staying power of consumer demand remain unconfirmed.
Shoppers comparing products can check each label for application directions and ingredients, and judge results against their own hair and scalp needs. The available report supports a conclusion that brands are experimenting with a new format; it does not establish that mists will replace traditional dry shampoo.
Key Questions
What is a dry shampoo mist?
It is a liquid-based, non-aerosol spray designed to refresh hair between washes. Unlike many traditional products that use powder or aerosolised starches, a mist delivers liquid ingredients in a fine spray.
Which brands are named in the report?
The report cites K18 AirWash, launched in 2024, and Schwarzkopf’s Got2B Get Fresh Dry Shampoo Hair Mist as examples of the format.
Are hair mists proven to work better than powder dry shampoo?
The source does not provide independent comparative testing. It describes how the products are formulated and positioned, but does not establish that mists perform better for all users.
Will hair mists replace traditional dry shampoo?
That remains unclear. The cited launches show that brands are exploring the format, but the report gives no adoption data or evidence that mists are replacing powders or aerosols.
Source: rss
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