Consumers say no to excess H2O with waterless beauty

Water is a requirement in beauty products … right? Well, not as much as you think. And thanks to the waterless beauty trend, you’ll soon see even more options available – shampoo, makeup, and more – that are either powder concentrate or have been formulated entirely without water.

According to Future Marketing Insights (IMF), sales of waterless beauty products are expected to grow at a rate of more than 13% between 2021 and 2031. What about the beauty of waterless beauty? It is not a completely new phenomenon. It has been around since 2015, starting with South Korea. But now we are seeing more and more brands participating in this trend.

One company that is having a lot of success with its waterless formula is Everist. The hair and body concentrates are available in 99.7% pure aluminum tubes and infinitely recyclable. Just wet your hands, disperse the concentrate in the palm of your hand and rub with water to activate. As you work it on your hair or body, you will experience a creamy lather.

“At Everist, we believe concentrated and water-activated formulas are the future of the beauty industry,” says Jayme Jenkins, Everist co-founder and chief brand officer. “Most shampoos contain more than 70% water. Why ship a heavy plastic bottle filled with (mostly) water around the world when you’re going to use it in the shower? For us, this didn’t make sense. “

Everist isn’t the only company representing waterless beauty. There are also Ethique’s Plastic-Free and Waterless Beauty Bars, Tatcha’s Rice Polish Foaming Enzyme Powder, Bawdy’s Water-Activated Body Wash, Alleyoop’s All-in-One Cleansing Stick, and Susteau’s Moondust Hair Wash. Drybar also jumped on the trend with its One – Two Punch Water Activated 2-in-1 Hair Cleanser.

beauty without water
Photo: Susteau

Although waterless beauty products still require water to activate them, it is significant that these products do not include water in their production. After all, if many shampoos contain 70% water, this is a big waste of water, leading to an increase in our individual water footprints.

There is also another benefit to waterless formulas. It is easier to place waterless beauty in the clean beauty category. Going without water means fewer chemicals are needed, so waterless beauty can have the power to significantly reduce the high water footprint of the beauty industry And its pollution.

“Waterless also allows for super ‘clean’ cosmetic formulas because the anhydrous formats require fewer preservatives,” says Jenkins. “Water fuels the growth of bacteria.”

And where do the chemicals go once they are rinsed out of the hair or skin? Down the drain, straight into our waterways where chemicals, preservatives and other harmful additives can wreak havoc on our water supply.

The more companies rethink their ingredients and hopefully opt for clean, waterless formulas, the better the planet will be.


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