What makes us different from 99.99% of other skin care and makeup companies? The fact that we are waterless.
Water is one of the most common ingredients found in beauty products. It’s often used as a filler because it’s inexpensive and helps with spreadability.
But water is also a breeding ground for germs. Where there’s water, there’s bacteria. Water-rich products are not shelf stable without the addition of preservatives that kill bacteria and reduce microbial growth.
But preservatives have been linked to immune system dysfunction and reproductive disorders. Furthermore, water-based products have been found to dry out skin and hair because water evaporates, taking many of the skin’s healthy and natural oils with it. Even worse, sometimes skin can react to the synthetic emulsifiers, fragrances and colors when the water evaporates, leading to breakouts and inflamed, irritated skin.
Not only is adding water to products bad for our bodies, it’s also harmful for the environment. The beauty industry has been a leader in overly packaged products, which are often difficult or unable to be recycled.
By adding water to a product, the overall effectiveness of the product is reduced. The less effective a product is, the more you consume of it. The more you consume of it, more packaging is required, which then creates more water pollution.
“Waterless beauty” originated from South Korea and was originally about increasing the potency of skin care products to have a greater efficiency on the skin. Today, it’s about so much more than efficiency; it represents a desire for clean, travel-friendly and non-toxic formulas amid growing sustainability concerns.
It is important to note that waterless beauty can be more expensive because they are more concentrated; they are also considered to be higher quality as they contain more ethically sourced ingredients. However, don’t let this discourage you; the higher the concentrate, the less product you need and the longer it lasts.
This is not a trend or fad and water will most certainly become a luxury. In fact, two-thirds of the world’s population will experience water shortages by 2025. The urgency of a growing global crisis will spotlight our growing need for waterless products.