Slideshows

Waterless Beauty

With growing concerns over a pending global water shortage, beauty companies are looking at solutions that take the precious resource into account.  

L’Oréal and environmental tech start-up Gjosa have announced that they are now able to rinse shampoo with only 1.5 liters of water.

L’Oréal and environmental tech start-up Gjosa have announced that they are now able to rinse shampoo with only 1.5 liters of water, instead of the 8 liters usually needed. The Swiss start-up has developed a low-flow showerhead (2 liters of water/minute) that breaks up the flow of water while accelerating the speed of the droplets, so that the rinse is still just as effective. To optimize the operation, scientists at L’Oréal developed easier-to-rinse shampoos applied directly through the showerhead. Some water jet parameters have been adjusted in real conditions to obtain the right rinse, without splashes, and reducing the water and energy consumption by almost 70%. “Initial results offer great perspectives for an innovation that visibly reduces the water consumption in our daily hygiene practices. This breakthrough technology is perfectly in line with our commitments to sustainable innovation,” said Laurent Attal, L’Oréal VP Research & Innovation.

Unilever’s Love Beauty and Planet brand offers a shower-less cleansing mist.

Unilever’s Love Beauty and Planet brand offers a shower-less cleansing mist that they say is perfect for conserving water after a workout or when you're in a rush (think of it in terms of a sprayable micellar water that's formulated for your body and smells amazing to boot).

Aveda encourages consumers to wash their hair less to save water.

Aveda has urged consumers to wash their hair less to save water by encouraging consumers to “dry style” or asking consumers to go an extra day without washing their hair. The Estée Lauder-owned hair care brand has supported WaterAid for eight years, raising over £855k in that time to fund clean water and hygiene projects in Ethiopia, Nepal and India. Aveda recommends that styles such as a messy knot or a simple braid, can be created easily using dry shampoo.

P&G Beauty’s WATERLSS Hair Care Collection

The company's new WATERLSS hair care collection, launched in Cape Town, South Africa, does not require a drop of water for use.

Meow Meow Tweet’s solid shampoo bars can be used on your whole body.

With a rich lather and a sweet, herbal scent, Meow Meow Tweet’s Rosemary Avocado shampoo bar was formulated to nourish your hair, but can be used on your whole body. Rich avocado oil and aloe vera condition and soften, while rosemary and hops flowers promote shiny, bright hair and scalp health. Made with recyclable and biodegradable packaging, the brand is making an effort to bring a zero-waste approach to everyone's beauty routine with fan fave products like their natural deodorant sticks, vegan lip balms, and their nourishing shampoo bar. Their fun and vibrant paper packaging is consciously constructed by hand in the U.S., while printed with non-toxic soy and vegetable-based inks.

Pinch of Colour beauty products are uniquely crafted without water.

“Pinch of Colour beauty products are not only non-toxic, they’re also uniquely crafted without water, an effort that yields highly concentrated formulas and promotes global water conservation efforts,” says Linda Treska, founder & CEO. Having been affected by water deficiency in her youth and traveling to developing countries as an adult, Treska says she was struck by the crucial role potable water plays in helping to create and maintain communities and ensuring the health of those who inhabit them. This heightened awareness led her to create the first lifestyle beauty brand that delivers beauty with a cause: to conserve water. By incorporating modern technology with waterless products that are infused with good-for-you ingredients, Pinch of Colour is an eco-friendly product line that supports sustainable living. Through Pinch of Colour, Treska’s vision for water conservation and an environmentally conscious lifestyle continues. Part of the proceeds of Pinch of Colour are donated to support water charities and raise funds to improve access to safe, clean drinking water in third world countries.

Yuni’s Flash Bath is a waterless body cleansing foam.

Yuni’s Flash Bath is a waterless body cleansing foam that instantly lifts away sweat, dirt, and odor for a soft, refreshed feel. The brand says this lightweight, no-rinse cleansing foam purifies skin with a blend of antibacterial neem extract and cooling aloe vera so you can enjoy just-showered freshness—even when there’s no time or place for a shower. The quick-vanishing formula leaves skin feeling clean, soft, and refreshed with no sticky or greasy residue, while a hint of aromatic essential oils ‘calms your mind as you cleanse your skin.” Pump foam and apply to skin and massage until absorbed.

Mouthwash tabs from Lush Cosmetics are essentially a solid mouthwash.

Mouthwash tabs from Lush Cosmetics are essentially a solid mouthwash. According to the brand, the mouthwash tablets are inspired by the traditional Japanese ritual of gargling—a custom that is said to have been around since the Heian period, “bukubuku” (rinsing the mouth) and “garagara” (rinsing the throat) gargling techniques have traditionally been used to cleanse impurities from outside or following a meal. With three flavors, Lush’s Ugai product contains Australian antibacterial tea tree, Atlantic sea salt, and green tea powder, which is regarded as a medicinal herb in Japan. By basing the ritual around the behaviors of a trusted Japanese generation, Lush has created believability around an unfamiliar product experience.

Cosmoprof Bologna’s Cosmopack Factory -- NO.CO. - NO COMPROMISE, a scalp oil described as a ‘water-safe product.’

At Cosmoprof Bologna 2019, the Cosmopack Factory showcased the whole production process of a limited-edition beauty product. This year’s featured product is NO.CO. - NO COMPROMISE, a scalp oil made with the most environmentally-friendly industrial solutions and techniques, without compromise, according to the key concept of Cosmoprof 2019: Sustainability. The design of the bottle is being developed by the international agency centdegrés, and thanks to its innovative formula and the use of ingredients of natural origin, NO.CO. is described as a ‘water-safe product;’ to remove it, only a third of the amount of water usually used during the rinsing phase is needed. Both the scalp oil with all-natural ingredients and the primary packaging are made entirely from recycled polymers.

By Jamie Matusow, Editor-in-Chief 03.21.19

According to the World Health Organization, a person requires 50 liters of water a day to maintain health and hygiene. In a world where consumers are becoming increasingly concerned about the environment, there’s more focus being put on water availability—or lack thereof.

A small number of brands have begun to address water conservation by developing products that keep this precious resource top of mind. From shower devices that reduce water flow to lipsticks crafted without water, here are some recent developments.

See them in the slideshow above.

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