When society is facing more and more challenges, individuals and even enterprises are beginning to have a stronger ecological awareness, and have deeper thinking and cognition about sustainable development, and are eager to empower ecological and environmental protection with the power of goodness. Measures such as reducing carbon emissions, recycling of raw materials, and protecting plant diversity have previously become important factors leading the development of the beauty industry, and water conservation will become the key direction for future research and development in the industry.
beauty products that do not require water during use, or do not contain water in the ingredients, are defined as "anhydrous beauty products".In the traditional cosmetics industry, water not only takes the first place in product formulas, but also consumes a lot of money in the production, transportation and packaging of raw materials and finished products. Most shampoos and conditioners on the market contain more than 70% water, so the first thing to be at the forefront of water conservation is daily chemical products. In early 2020, Procter & Gamble promoted the waterless beauty brand in the US market. The brand was originally specially launched by Procter & Gamble for Cape Town women who could not wash their hair during the Cape Town drought. Its products include dry cleaning spray, dry conditioner and other products. Dry hair spray is equivalent to dry shampooing, which uses adsorption, gel, and settlement instead of water washing. Since water is not needed during use, the purpose of saving water is achieved. Jamie Lane, head of trade at
Clicks, once said: "We are happy to work with Procter & Gamble Beauty to provide consumers with innovative products for waterless hair care. This move is not only beneficial to environmental protection, but will also change consumers' views on hair care." In fact, this is not only reflected in Waterless. The innovative forms of waterless products can not only enrich the product matrix, but also interpret a new lifestyle and provide consumers with more fresh beauty ideas.
Top picture: Waterless beauty brand Waterless
Chinese picture: Concentrated powder shampoo product developed by OWA Haircare
Next picture: solid toothpaste grains launched by LUSH
For example, concentrated, waterless shampoo powder launched by the start-up brand OWA Haircare. In early consumer interviews with the brand, 42% were attracted by this novel shampoo. Unlike liquid shampoo, when using shampoo powder, you need to soak your hair first, then apply the shampoo powder on the wet method, create rich foam by rubbing, clean the hair, and then wash it. According to OWA Haircare, 8 oz (about 227 grams) of shampoo with water can produce a shampoo that is almost 3.5 times more than the liquid in a regular plastic bottle. OWA Haircare also specially customized packaging bottles for shampoo, which are shorter and wider than shampoo bottles, helping to help the powder flow during the shampoo pour.
, a personal care brand known for its unpackaged, solid and sustainable, not only has solid shampoo, solid conditioner , shower ball and other celebrity products, but also launched solid toothpaste grains, colorful and various flavors like candy. When using it, just take out one and put it in your mouth. You can chew it or not. Then start brushing your teeth with a wet toothbrush. As the toothpaste melts, rich foam will slowly be produced.
, a care brand that also adheres to the concept of sustainable and environmental protection, uses mouthwash to make tablets, each tablet is a portion of one use. Before use, consumers need to put it in a small cup of water and wait for about 5 seconds. The alcohol-free tablet will dissolve into liquid.
By Humankind tablet mouthwash, paired with a reusable glass cup
In fact, the concept of "waterless" was not very related to "water saving" at the beginning. The concept of "waterless" was originally proposed to improve the effectiveness of skin care products and thus produce stronger skin care effects.Christine Chang and Sarah Lee, founders of Glow Recipe, a Korean natural beauty website, believe that compared to moisturizing and brightening, water-based skin care products will take away more natural oils from the skin, and at the same time, the effective ingredients that really work will be greatly reduced.
Usually, water is just a means to increase volume. Therefore, many anhydrated products do not start from the product form, but from the ingredients, return to the product performance itself, and truly use the "use effect" to impress consumers.
Pinch of Colour Product
As one of the earliest completely water-free beauty brands, Pinch of Colour, founded in 2016, focuses on highly concentrated "water removal" formula. Linda Treska was a beauty brand formulator. Born in Albania, she has experienced water shortages in her growth and travel, knowing that water shortages can cause destructive effects. Therefore, when establishing her own skin care brand, her primary demand was that the product ingredients do not contain water and that water was not used during production and processing. Therefore, the lipsticks, lip gloss , lip gloss , lip gloss , facial essence and other products all use natural plant ingredients, such as camellia essential oil, shea butter , jojoba oil , etc.
Epara Facial Balance Essential Oil
The products under the British niche vegan skin care brand EPARA all use pure natural plant ingredients. The four celebrity ingredients include Moringa seed oil, Marula oil, Arkander and Shea butter from Africa. Among them, the natural ingredients of facial Balance Essential Oil account for 100%. Plant-based active substances can rejuvenate the face and body, making the skin soft, young and moisturized.
instead of replacing moisture with pure and effective plant extracts or essential oils, so that the core components of the product are higher, some brands will also use vacuum freeze-drying (commonly known as freeze-drying) technology to freeze the original water-containing material into a solid, and then use the sublimation principle of water under low temperature and low pressure to dehydrate the raw material to dry.can make some originally restless ingredients or ingredients that are prone to inactivation when exposed to water more stable. When using to freeze-dried products, you only need to add water to the finished product and it can quickly "recover". The domestic skin care brand Winona , which focuses on sensitive skin care, is very popular among people with sensitive skin. The mask contains active ingredients such as green thia fruit, prebiotic , recombinant collagen, etc. It is activated by BFS pure water when used, and the active ingredients will be released immediately.
CLE Collagen Dry Facial Mask Due to its unique technology, it can be firmly adsorbed on the face
. The niche vegan beauty brand from the United States has also developed a "black technology" dry face mask. Its collagen dry face mask is composed of 100% medical grade cotton gauze. The product adopts a waterless system and embedded 3 different types of high-performance collagen . When using it, you need to apply the mask flat on the face, and then spray it with CLE lift spray to activate the ingredients in the mask. It has to be said that the emergence of the concept of anhydration has gradually brought products with higher technical content to the beauty market. Glendean Rehvan, skin care director of In-Trend, a London beauty and health marketing research company, once mentioned that
today provides better beauty effects, but it represents people's strong desire for cleanliness, convenient travel and non-toxic formulas under the ever-increasingly high-profile sustainable issues.
Aquatic products tend to have less concerns about dripping or leaks and do not require much protection, thus minimizing the use of packaging and plastics. For example, LUSH began to develop naked-fitting products without packaging 25 years ago, and even opened 4 naked-fitting product stores to lead the transformation of the beauty industry with naked-fitting products. The Korean lifestyle beauty brand Arencia, founded specifically for green consumers, also calls for simplicity and simplicity, and only uses renewable gray cartons to simply package each shampoo soap, achieving sustainable green recycling, without using plastic or wasting paper.
Arencia packaging material is 100% biodegradable
In addition, when water is added to the product, emulsifiers, preservatives, synthetic colorants and other substances will generally be added, and these ingredients may irritate the skin, cause more serious health problems, and affect the human body. Aqueous beauty products can reduce or even add toxic or controversial ingredients in the formula. You don’t need to hold a bottle and use your phone to check whether each ingredient is safe, nor do you need to be afraid of whether there will be carcinogens when using this product, and whether the ingredients of those preservatives will affect your individual hormone levels.Cecilia Gates, CEO of Gates Creative, a beauty and creative agency for beauty and makeup, once talked to the media about the rise of waterless beauty products, saying, "This is more like a movement, a path of social development, not just a trend."
waterless beauty products are like a carrier, through which brands inspire consumers to break out of a fixed life state, pay attention to water conservation issues, and then promote a broader sustainable concept, so as to have a more natural and harmonious lifestyle.
Written by and edited by Li Jiaqi
Some pictures are from the Internet
