As we all know, water is the key to well-hydrated skin. And this simple idea is all the rage among young people in China. Some of them are even abandoning more expensive cosmetics in favor of mineral water to keep their skin looking good.

It’s China’s hottest new product. Over the past few months, Wahaha water has been enjoying unprecedented popularity in the country. The reason? It is said to be particularly beneficial for the skin. Many people in China are extolling the virtues of this brand of bottled water on social networks, using the hashtags #WahahaMianmo and #WahahaChunjingshui, reports Sixth Tone magazine. Some even share tutorials showing fellow internet users how to make face masks using cotton discs soaked in this mineral water. Some of these videos have racked up millions of views.

Wahaha water is one of the cheapest on the market, at just CHY2 a bottle (approx. €0.26). “In the current economic climate, if there is a way to get great results with little expenditure, everyone will surely be willing to experiment,” 20-year-old student Sun Zhongwei told Sixth Tone.

A large proportion of China’s young people live on limited means, as a direct consequence of the economic slowdown caused by the Covid-19 pandemic. Many struggle to find a job that matches their skills and continue to live with their parents for lack of means. As a result, young people are on the lookout for all kinds of ways to save money. Some look to home-cooked meals, made from cheap ingredients, while others eat in community canteens that usually cater for seniors.

This quest for savings is also spreading to beauty and personal care, prompting young Chinese people to opt for alternatives that are more affordable — and safer. Indeed, consumers are increasingly attentive to the quality of the cosmetics they use, with several reports revealing the presence of harmful chemical substances in many creams, serums and lotions. “The abundance of brands of varying quality in the skincare market has led some consumers to doubt the safety and ingredient transparency of traditional products, prompting them to opt for Wahaha mineral water, which is seen as a simple, controllable, and widely trusted alternative,” Sun Jin, a professor at the University of International Business and Economics in Beijing, told Sixth Tone.

Nevertheless, not all Chinese skincare enthusiasts are impressed with Wahaha water. Some internet users consider it ineffective on their skin, while others find it too harsh. For this reason, some influencers recommend tailoring the choice of water to each individual’s skin type. Whether it’s just hype or a real beauty revolution, there’s no doubt that in China, even bottled water can become a cultural phenomenon.