Beauty brands are developing waterless formulas to alleviate consumers’ concerns about the environment.
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.
For more on how beauty brands are responding to climate change and consumer concern over water shortages, read our Waterless Beauty microtrend.