TIJANA JANJANIN
The Organic Pharmacy, London, United Kingdom

Abstract

Water becomes a new luxury as more countries and regions live under water stressed conditions. The beauty industry is addressing the issue developing products that have little or no water within formulations, using ingredients that are alternative to water or developing concepts that require no water on application. Soap and shampoo bars are a rising trend and their formulas are adapted to provide wider aspects than just cleansing. Suppliers are working intensively to provide new ingredients and solution to this trend.

IS WATER A NEW LUXURY?

Over the last century water usage grew more than twice of the rate of the  increase in population and even though there is enough water on earth, due to uneven distribution the number of the countries and regions where people live under water stressed conditions is increasing (1).

According to Mintel, by 2025 an absolute water scarcity will affect 1.8 billion people, and this will inevitably grow awareness of restricted water availability amongst consumers. On top of this 2/3 of the world, will be enforced to limit water usage (2).

To restrict dependence on water, formulations and manufacturing of beauty products will need to adapt.  This is already the case and some beauty brands have created and launched products especially designed for the markets affected by water scarcity.

ARE WE READY FOR WATERLESS PRODUCTS?

Cleansing and body balms, powder masks, serums, sticks, soap, shampoo and lotion bars are just some of the products amongst the range.  Customers are willing to explore new cosmetic forms not only sustainable, but practical too. Products with little or no ...