By 2026, the beauty landscape is changing. 62% of French people say they prefer natural cosmetics (source: IFOP), the ban on PFAS in cosmetics is coming into effect, and demand for transparent, locally sourced, and cleanly formulated brands is exploding. In this new landscape, some brands have a head start. WAAM cosmetics is part of.
French brand vegan, founded by Dieynaba Ndoye with the philosophy "We Are All Metis", WAAM cosmetics betting on what's making a strong comeback: raw ingredients, pure, certified, and the return of the DIY beautyNo miracle promises, no complicated formulas. Just simple, traceable active ingredients, and real freedom for those who want to create their own skincare products. Here's why this clean beauty made in France just as popular in 2026, and our 5 favorite products to discover at Ethni Beauty Market.
Summary
The WAAM spirit: raw and inclusive cosmetics
WAAM cosmetics was born from a simple intuition. Rather than offering ready-made formulas like the vast majority of brands, why not put the raw ingredients in the hands of those who use them? Why not trust the community to create your own skincare products, using 100% pure vegetable oils, floral waters, vegetable butters and neutral bases to customize?
This philosophy has a name at the brand: "We Are All Metis". A claim of inclusivity and diversity that is reflected in the diversity of ingredients (from Moroccan argan oil to Indian mustard and Damask rose), in the diversity of possible routines, and in a sincere attention to textured hair, for pigmented skin and for all kinds of beauty. WAAM cosmeticsAbove all, it's a brand that embraces its roots Made in France while claiming a cosmopolitan vision of beauty.
Why WAAM will be a hit in 2026
DIY beauty, a major trend
Le DIY beauty is no longer a niche. With the proliferation of complex formulations and growing distrust of lengthy INCI lists, more and more people want to understand what they are putting on their skin and hair. Mix a spoonful ofvegetable oil with a few drops ofEssential oilAdding aloe vera gel creates a customized treatment: that's exactly what WAAM cosmetics makes it accessible. For clean beauty made in France, it's a prime playing field.
Raw, pure, certified ingredients
WAAM's signature is the purity of its raw materials. Vegetable oils cold pressed100% pure floral waters with no added preservatives, natural salts, unrefined vegetable butters. No unnecessary additives, no synthetic fragrances, no silicones. Raw cosmetics that are part of the broader movement of clean beautywhere the list of ingredients is contained in a few words and where each active ingredient has a reason for being present.
PFAS ban by 2026, WAAM already ahead of the curve
The gradual banning of PFAS in European cosmetics, which comes into effect in 2026, will force many brands to reformulate their product lines. WAAMThat's a non-issue. The brand has never used these compounds, and its positioning on the raw ingredients And its simple wording gives it a real head start on this new regulation. A rare competitive advantage for a French vegan brand.
Our 5 favorite WAAM products
“WAAAAW Bronze” shimmering oil
For those who want to illuminate their skin with a subtle golden veil, theshimmering oil WAAAAW Bronze It's the perfect finishing touch. Fine texture, delicious fragrance, natural shimmer: apply it to your legs, shoulders, or décolletage for summer days or evenings. A touch of glamour that embraces its festive side without compromising its clean philosophy.
The DIY Start Kit, the kit to get started
For those who have never formulated their own skincare products, the WAAM DIY Start Kit is the ideal entry point into the world of DIY beautyThe kit includes several formats ofraw ingredients and all the necessary equipment to start making your own masks, hair treatments, or facial treatments at home. A practical gateway to more conscious beauty.
Moisturizing aloe vera gel
Le WAAM aloe vera gel is probably the brand's most versatile product. A pure moisturizer, a perfect base for preparing homemade serums, and a styling gel to define the bouclesSoothing after-sun care: one bottle covers a multitude of uses. It's the essential ally for any routine. clean beauty made in Francefor the face, body and hair.
Roman chamomile floral water
Floral water is a universal active ingredient: facial toner, base for mists, ingredient to incorporate into homemade masks.WAAM Roman Chamomile Floral Water is particularly suitable for sensitive skin, prone to redness or irritation. The WAAM range includes several other products (sage, lemon, peppermint, cucumber) that cover all the needs of a skincare routine French natural cosmetics.
Himalayan pink salt
Rich in minerals, the WAAM Himalayan pink salt It's the perfect raw ingredient for anyone wanting to explore DIY beauty. Detox baths, homemade body scrubs mixed with a vegetable oil, texturizing hair sprays: a versatile product that lasts for months. A perfect example of the WAAM philosophy: one pure active ingredient, multiple uses.
How to integrate WAAM into your routine
The great advantage of WAAM cosmeticsIt's all about flexibility. No need to turn everything upside down overnight. Here are a few ideas to get started smoothly.
For a simple face routineChamomile floral water replaces your usual toner after removing makeup, followed by a dab of aloe vera gel as a moisturizing base. For the textured hairAloe vera gel, alone or mixed with a few drops of vegetable oil, makes a quick styling cream to define curls. For the bodyA mixture of pink salt and vegetable oil (coconut, olive or argan oil) makes up a homemade scrub that is as effective as a commercial product, at a fraction of the price.
For those who want to go further, the DIY Start Kit offers a reassuring framework for exploring formulation at home. WAAM cosmeticsIt's this freedom to choose between the simplicity of a ready-made product and the creativity of the DIY beauty France.
Discover WAAM on Ethnic Beauty MarketFAQ
Is WAAM really a vegan brand?
Yes, WAAM is a French vegan brandAll formulations exclude ingredients of animal origin. The brand focuses on 100% natural plant and mineral active ingredients, without animal testing.
Why choose WAAM over another clean beauty brand?
The specificity of WAAM cosmeticsThe point is not to limit oneself to finished products. The brand also offers raw ingredients to create your own formula, allowing you to tailor each treatment to your skin and hair. This dual approach (ready-made products + DIY) is rare on the market. clean beauty made in France.
Are WAAM products suitable for all skin types?
Most WAAM products are formulated to suit all skin types, including sensitive skin. Floral waters, in particular, are very gentle. For allergy-prone skin, it is always recommended to test a new product on the inside of your elbow before wider application.