A new wave of innovation is sweeping over the skin, hair, and body care industry–waterless beauty. These products are free from water and instead, fillers like botanical ingredients and oils are used to create potent formulas. Water, of course, isn’t a harmful ingredient. But take a look at the ingredient list of any skin or hair care product and you’ll see water or aqua at the top. This is because water is used to dissolve other ingredients to create a more spreadable formula. The practice of relying so heavily on water for formulations can be worrying, especially since the World Wildlife Fund for Nature (WWF) has predicted that by 2025 (at our current consumption rate) two-thirds of the world’s population may face water shortages.
As consumers, we know that when there is a demand, there will be a supply. By asking brands to do better, we can lower our consumption rate. Traditionally, products like shampoos, conditioners, body washes, and face washes are made up of 60 to 80 per cent water. With the active ingredients in the formula being majorly diluted, they become less potent and effective. Water is also a breeding ground for bacteria so preservatives need to be added. By removing water, not only do products become more effective but also require fewer preservatives. Because there is no water used in the formula, we’re now seeing a host of powders, solids, bars, cleansing balms, oils, and masks crop up and some of these need just a few drops of water to be activated and ready for use. Another benefit of not majorly diluting products? They’re much more compact, require significantly less plastic packaging, and weigh a lot lighter too.
Waterless beauty was born in South Korea because the people there were looking for more potent skincare options. Over the years, brands took note of how this was a more sustainable option and waterless formulas became a mainstream trend.
Image source: Instagram/Earthrhythm
If you’re looking to make more sustainable beauty choices, be assured that it doesn’t take a lot to make a difference. Getting on the waterless beauty bandwagon can be as simple as opting for solid shampoo, conditioner, and body bars over products housed or swathed in plastic bottles. Several Indian brands have formulated water-free options including Earth Rhythm’s Hibiscus & Rose Cleansing Buff that is activated by water or yoghurt, Raw Beauty Wellness’s Chamleeka, a natural tooth powder, and any make-up product from Ruby’s Organics (except for the foundations).