Preview: Waterless Beauty

28 : 11 : 2016 Waterless Beauty : Whole-system Thinking : Skincare

Beauty brands are developing waterless formulas to alleviate consumers’ concerns about the environment.

  • Water scarcity is driving consumers to demand that brands reduce their water usage in their product formulas and wider supply chain
  • Some 27% of UK consumers try to re-use or use less water, according to Mintel
Nannette de Gaspé face and body masks Nannette de Gaspé face and body masks
Ethique beauty bar Ethique beauty bar
Nannette de Gaspé face and body masks Nannette de Gaspé face and body masks

By 2025, two-thirds of the world’s population may face water shortages, according to the World Wildlife Fund. In response, beauty brands are using less water in their formulas, where water is typically a main ingredient, and wider supply chain.

Ethique offers a range of solid beauty bars that activate when wet. The line includes shampoo, make-up removers and a cleanser. ‘It doesn’t make sense to pay for water, package it in plastic bottles and use harsh chemicals to preserve it when there is water in your shower already,’ says founder Brianne West.

As part of its sustainability commitment L’Oréal has pledged to reduce its water consumption by 60% per unit of finished product by 2020. ‘Water is a precious resource in danger and it is our responsibility to act in favour of its sustainable management,’ said Jean-Paul Agon, CEO of L’Oréal.

The Big Picture

For more on how beauty brands are responding to climate change and consumer concern over water shortages, read our Waterless Beauty microtrend.