Water is the main raw material in lotions, shampoos, hair gels, ect. There can be a few exceptions like make-up, pomade, and salt & Sugar Scrubs they do not have a lot of water. Water makes up the majority of all other products. It usually is the first thing that goes into the pot when making the product. Water is the least expensive raw material (ingredient). So, when you are formulating you have to take that into consideration.
Shampoo are normally around 30% water
Lotions around 60% water
Conditioner sprays can be up around 90% water
Let me tell you a story. One day a co worker brought in a high end brand spray for the hair. We decided to see exactly how much water was in it. It was well over 90% water. She had just bought some very expensive water with a little bit of hair conditioner in it. So, just be aware of this when you buy conditioner sprays.