A hand holding a spray bottle labeled 'Vacation' with mist being sprayed from it

The Summer Issue

From Extra to Essential: The Evolution of Facial Mists

Patrice Peck

Published on May 13, 2025 07:15AM

Facial mists used to be an afterthought. Refreshing, sure, but often dismissed as glorified scented water. But they’ve since earned their place as a legitimate step in both skincare and makeup routines, and their rise has been as potent as the formulas now packed inside those sleek, fine-mist bottles. And the numbers prove it: According to Global Growth Insights, the face mist market was valued at $925.19 million in 2024 and is projected to hit $1.6 million by 2033. That kind of growth doesn’t come from a product that’s just vibes. So, how did we get here?

For starters, today’s beauty consumers are savvier than ever. “As consumers became more educated about active ingredients, they began expecting more from every step in their routine,” explained Essence Iman, a veteran beauty entrepreneur, product development expert, and founder of Slutty Founder, a coaching and education platform for skin care and beauty founders. Before launching Slutty Founder, Iman ran the cult-loved vegan skincare line The Established, which included a facial mist in its tightly curated lineup.

Person holding a Tower 28 SOS spray bottle close to their face, light background — Tower 28

“Face mists were a natural category to elevate,” she told Byrdie. “What was once essentially water in a bottle has evolved into a targeted solution, formulated with purposeful ingredients that justify higher price points and support richer marketing narratives.”

It’s not just about hydration anymore. Loaded with humectants, antioxidants, botanical extracts, or exfoliating acids, mists now double as toners, serums, primers, and even SPF delivery systems. “The best mists today have the potency of a lightweight serum with multiple benefits,” said Nicolas Travis, founder of Allies of Skin, whose Molecular Saviour Probiotics Treatment Mist is designed to support skin barrier health while delivering actives.

Glenicia Nosworthy, MD (who goes by Dr. Glen), a physician and founder of Glo by Glen Skincare, broke down how facial mists actually function within a routine and what to look for in a formula. “Face mists help to hydrate, soothe, and refresh the skin,” she said. “Most combine antioxidants and humectants that brighten tired skin and refine the complexion. They’re also gentle enough for most skin types, even sensitive skin.”

She recommends using a mist right after cleansing, before serums and moisturizers, to help prep the skin and boost absorption. “You can also use one as a midday refresh, especially when traveling. Flights are notoriously dehydrating,” Dr. Glen advised, noting that she uses her own Glo Green Tea Soothing Antioxidant Mist daily as prep. “After moisturizer, I seal everything in with a mist that includes SPF before heading out for the day.”

Mists also bridge the skincare and makeup worlds in a way few products do. Iman calls this “the bridge between the skinimalist and the full-beat makeup lover,” explaining how mists can appeal to both low-maintenance and glam-obsessed beauty consumers. “Their in-between positioning has made them feel less like a nice-to-have and more like a nonnegotiable.” You can see this duality in the product lineups from brands like Tower 28 Beauty, Summer Fridays, Eadem, Vacation, Dezi Skin, and Charlotte Tilbury. Whether it’s a dewy skin-prep spray or a barrier-repair mist with ceramides, these formulas cater to both skincare-first and makeup-forward routines.

A person holding a Dezi Skin face mist bottle next to their cheek, displaying the product packaging — Dezi Skin

There’s also something to be said for the ritual. As Travis put it, “The explosion of self-care rituals has driven a lot of the growth.” Mist application is quick, easy, and sensorially cooling, refreshing, and satisfying in a way that feels luxurious without being high-effort or even requiring much privacy. Iman also considers this ritualization of skin prep as another major driver of the mist renaissance. “Skin prep has become its own category, with brands leaning into the ritual of preparing the face, not just treating it,” she said. “In that context, mists are no longer an afterthought. They’re the main event.”

What was once just water is now a multitasking, hardworking staple. And while misting may look simple (just press, spritz, done!), what’s actually coming out of the nozzle is anything but.