Waterless Beauty: one of the latest trends to storm the beauty industry, is helping us make small changes to save the planet.
So what is Waterless Beauty? You might have seen Garnier's latest Hair Care product on your TV screens, advertising a new range of Shampoo Bars? Admirably, other companies such as Lush have also gone ‘naked’ and plastic-less with some of their products, creating solid Shampoo that looks like a bar of soap, which requires no packaging whatsoever.
The idea of Waterless Beauty is ultimately to reduce the amount of water being used in the formulation or our Beauty products, as overwhelming excess-use of water is becoming an industry-wide problem. According to Vogue Online, many products are composed of 70 - 80% water, however this is both unnecessary and unsustainable.
This is why Indie Beauty brands like Object are born, and have created innovative Hair and Body formulas that are natural, ethical and zero-waste. They prove that you don’t need water to create a luxury Beauty product - and you’re not sacrificing quality by opting for waterless, either! As well as addressing the water issue, the use of waterless Beauty products may also solve the issue of plastic waste, with brands like Object using a recycled cotton and bamboo blend to package their Shampoo Bars, showing another way we can shop more sustainably.
Ok, so you’re helping the environment when buying Waterless Beauty, but your skin may thank you, too! According to Fashionista Magazine, Waterless Skincare is more concentrated, and in most cases, more powerful. Leaving water out of the INCI list also means a product doesn’t have to use harsh chemical preservatives, so you’re not exposing your skin to as many chemicals additives. Water is, of course, often associated with hydration, but it can actually do the opposite when applied to your skin; as it can promote the growth of bacteria which can cause the skin to become more dry.
So the next time you're going out to buy your go-to beauty product, ask yourself could I opt for something more sustainable, without water?
We believe in shining a light on achievements. There’s one right here! Written by The Brand Whisperer’s Social Media intern: Kate Thomas 🎉