How green is your bathroom cabinet? Do you avoid products with harsh chemicals or eschew companies who use excessive packaging? Eco-friendly beauty brands may be booming but have you ever thought about the water involved in an extensive beauty regime? According to the World Wildlife Fund, by 2025 two-thirds of the world’s population may face water shortages, and leading market research firm, Mintel, has found that 27% of consumers are now trying to reuse or use less water.
When it comes to using less water in your beauty regime, we’re not necessarily referring to the water you use in your shower or basin but the H2O in products. A quick look at any ingredient list and it is aqua (a fancy word for water) at the top. Conscious consumers have cottoned onto this, and are now looking for products formulated with zero, or very little, water or those that can be used without (or with less) water.
In fact, Mintel named ‘waterless beauty’ as one of their key trends for 2017, dubbing water ‘the new luxury’. “Water is set to become a precious commodity as consumption outstrips supply. The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water,” Charlotte Libby, Global Beauty and Personal Care analyst at Mintel, commented.
Much like the majority of breakthrough beauty trends, the concept of ‘waterless’ originally came from Korea. The Asian market is always a good few years ahead of the West and, interestingly, Korean manufacturers created waterless products for their skincare benefits, not necessarily their environmental credentials.
Water is often used in formulations as a cheap base but once you remove that water, botanicals and oils are used instead, which results in a much more potent offering. Essentially, you're getting more bang for your buck. Additionally, while water is synonymous with hydration, topical application actually dries the skin. Excessive washing or use of water-based products can strip the skin of oils and weaken its natural barrier. We are a nation obsessed with that squeaky-clean feeling, but this habit could be harming our skin.
“Culturally, we’re fearful of dirt so we overuse detergent-based cleaners. The skin has its own self-cleaning system of sebum and natural microbes that repel and neutralise environmental pathogens. Washing away this protective shield exposes skin so it’s no wonder that there is a reported increase in diseases such as eczema,” Anna-Marie Solowij, cofounder of BeautyMart explained.
While brands offering completely zero-water products are still few and far between, there are a number of products that contain minimal water or help you use less. Click through to see our favourite water-reducing products – the planet and your skin will thank you.
Ethique Beauty
Ethique Beauty makes a range of 30 solid, concentrated beauty bars, and is on a mission to encourage customers to #giveupthebottle and implement an Earth-friendly regime. “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,” founder Brianne West points out. Available for hair, body, face and even your pets, their all-natural and water-free bars last up to 12 months, making them a bargain, too.
Mai Couture
The mastermind of Korean American makeup artist, Mai Tran, these Mai Couture recyclable blotting tissues are infused with natural makeup powders – base, blush and bronzer – which not only absorb oil but deliver a flawless finish. The benefits stretch far beyond their green credentials. Portable in size, they’re ideal for on-the-go or festivals, and being liquid-free means they’re great for air travel (there’s no need to cram these in your tiny plastic bag).
Ouai Dry Shampoo Foam
If you avoid hair-washing like the plague, you can put the shame aside knowing you are doing a little bit to help reduce water usage. To get through those in-between days, dry shampoo is your best friend, but forget that chalky, dirty feeling traditional dry shampoos offer and try Ouai’s revolutionary Dry Shampoo Foam. Virtually water-free, apply like a mousse by massaging into the roots of your hair and watch as it absorbs residual product, excess oil and other impurities, leaving hair clean and fresh – and not a shower in sight.
Emma Hardie Moringa Cleansing Balm
As any skincare fan will know, double cleansing with a warm flannel is the gold standard of cleansing – and it also happens to use minimal water. Emma Hardie’s Moringa Cleansing Balm has minimal water in its formulation but is bursting with hydrating and soothing ingredients including wild sea fennel, vitamin E and jasmine. Simply massage into dry skin and remove with a just-damp cloth.
de Mamiel Brightening Cleanse and Exfoliate
When it comes to exfoliators, look for powder-to-paste formulas that use little water, such as de Mamiel Brightening Cleanse and Exfoliate. This cult product uses a combination of finely ground pearl and gemstone powders to eliminate dulling dead skin cells, alongside vitamin C and ginseng to brighten. Mix the dry powder with a tiny amount of water to create a paste and massage into skin to reveal a smoother and brighter complexion.
Farmacy Honey Savior
For dry or chapped areas of skin, swap your moisturiser for a rich water-free balm like Farmacy’s Honey Savior. Packed with a cocktail of soothing, healing and inflammation-reducing ingredients, including naturally derived honey sugars, amino acids and B vitamins, this treatment balm will remedy your skin back to health.
Like what you see? How about some more R29 goodness, right here?
The Salon Is Dead. Here's What The Future Of Hair Looks Like
You Need To See Cara Delevingne's Beauty Evolution
Why You Might Want To Skip Cooling Products If You Have Sensitive Skin