TL;DR
Hair-care brands are developing non-aerosol, liquid dry shampoo mists as an alternative to powder and aerosol formats. K18 and Schwarzkopf have introduced products in the segment, while the source report cites a forecast for continued growth in the global dry shampoo market. Claims about product performance and sales are attributed to the brands or industry sources.
Hair-care brands are introducing dry shampoo mists, a non-aerosol, liquid format intended to refresh hair between washes, as an alternative to the powders and aerosols long associated with the category. Products from K18 and Schwarzkopf’s Got2b show how companies are testing lighter-feeling applications, although claims about performance and consumer demand are not independently verified in the report.
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A dry shampoo mist is a liquid spray applied without an aerosol, according to Laura Fenton, chief marketing officer of Living Proof. She describes the format as using lightweight oil-absorbing and cleansing ingredients, rather than relying primarily on the powders or aerosolised starches common in conventional dry shampoo. The products are designed for use between washes; they are not a replacement for washing hair.
K18 introduced its AirWash dry shampoo in 2024. The company says the water-based mist uses its patented odorBIND biotechnology to target odour-causing molecules, while porous silica absorbs excess oil from hair and scalp. K18 also claims that one unit sells every 17 seconds globally. The report provides no sales period, underlying data or independent confirmation for that figure.
Schwarzkopf’s Got2b Get Fresh Dry Shampoo Hair Mist is another example cited in the report. Its water-based spray is marketed as a way to refresh hair and absorb oil with a less powdery application and finish. The report does not provide comparative testing or detailed sales figures for either product, so claims of a lighter or more effective experience remain product descriptions rather than established category-wide results.
A Lighter Route Between Washes
The format matters because it targets familiar complaints about traditional dry shampoo: visible white cast, chalky texture and buildup. A spray may also offer a different way to apply product than loose powders. Whether that makes a meaningful difference will depend on formulation, hair type, application and consumer experience; the supplied report does not include comparative trials or consumer survey results.
Dr. Catherine Leray, account head of research and development at THG Labs, says performance is the category’s main driver, with consumers seeking to extend the time between washes without residue or excess buildup. She adds that mists and foams can offer more targeted application and may suit curls, braids and extensions better than loose powder. These are industry observations, not evidence that every mist works equally well on those styles.
The report cites Spate’s estimate that the global dry shampoo market was valued at $5.1 billion in 2026 and is forecast to reach $11.7 billion by 2033. The figures suggest a substantial commercial opportunity, but they describe the overall dry shampoo market, not the mist segment alone. The source does not give a separate market size or forecast for mists.
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From Powder to Liquid Spray
Dry shampoo has traditionally been sold in aerosol cans or powder-based formats that absorb oil between washes. The report describes a shift toward formulas meant to feel lighter and refresh hair, rather than simply mask oil. Mists are one of several formats in that broader effort; the source also mentions foam as a possible alternative.
K18’s 2024 AirWash launch is presented as an early signal of the mist format’s visibility, followed by Schwarzkopf’s Got2b product. Both examples use water-based liquid sprays, but their stated mechanisms differ in emphasis: K18 highlights odour-targeting technology alongside porous silica for oil absorption, while Got2b is described as offering a less powdery application. The report is an extract from Cosmetics Business’s Hair Care Trend Report and does not include a full review of competing products or independent product testing.
““The main driver [of the category] is performance.””
— Dr. Catherine Leray, account head of R&D at THG Labs
Evidence Behind the Mist Claims
The report does not establish whether mists consistently absorb oil as well as conventional dry shampoos, leave less residue across hair types, or allow users to go longer between washes. It supplies no head-to-head tests, ingredient-level performance data or consumer research. Statements about suitability for curls, braids and extensions are attributed to an industry expert and should not be read as a guarantee for every product or user.
Other details also remain limited. K18’s claim of one AirWash unit sold every 17 seconds is not accompanied by a stated measurement period or supporting sales data. The market figures cited from Spate concern dry shampoo overall, and the report gives no forecast for the mist format specifically. It is therefore unclear how much of the category’s projected growth, if any, will come from mists.
How the Format Gains Ground
The next test for the category is whether brands can show that mists deliver useful oil control and a comfortable finish across different hair types, rather than relying on format novelty or marketing claims. More product launches, transparent performance comparisons and sales data could help establish whether consumers adopt the products as regular alternatives or occasional refreshers.
The source report does not announce a specific upcoming launch, testing programme or industry milestone. For now, the confirmed development is the arrival of named mist products and continued experimentation with dry shampoo formats. Readers should treat future growth projections as forecasts, not a guarantee of demand or proof that mists will replace traditional products.
Key Questions
What is a dry shampoo mist?
It is a non-aerosol liquid spray intended to refresh hair between washes. According to Living Proof’s Laura Fenton, it delivers lightweight cleansing and oil-absorbing ingredients in a fine spray.
How is a mist different from traditional dry shampoo?
Traditional products often use powders or aerosolised starches to absorb oil. Mists use a liquid spray format and are marketed as a less powdery alternative; the report does not provide independent comparisons proving they perform better.
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.
Are hair mists replacing conventional dry shampoo?
The report describes mists as an emerging format, not a replacement for the wider category. It provides no market-share data showing that consumers are switching from powders or aerosols.
Is the dry shampoo market forecast to grow?
Spate figures cited in the report value the overall global dry shampoo market at $5.1 billion in 2026 and forecast $11.7 billion by 2033. Those figures apply to dry shampoo as a whole, not specifically to mists.
Source: rss
