/ 02 April 2020

Why Waterless Beauty Is 2020’s Biggest Trend

Cutting back on water consumption continues to be a big part of the sustainability movement, so it was only a matter of time before the beauty industry caught on. In fact, brand giants like L’Oreal have already pledged to cut back the water in their products by two-thirds. But what does waterless beauty actually mean? And will products still deliver the results we’ve come to rely on? Here, we explain all…

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It Combats The Need For Preservatives

When you look at some of your favourite serums, gels and moisturisers, chances are water (often listed as aqua) ranks high on the ingredients list. The downside of this is, when a formula is full of water, it tends to attract more bacteria, requiring more preservatives for a longer shelf life. Instead, waterless beauty use oils and natural ingredients – think rosehip, jojoba oils and mango seed butter – for the same, rich texture. Despite being a prominent ingredient, experts agree water is often used as a product filler, without any additional benefits. In fact, formulas created without it are now proving to be much more potent, allowing ingredients and extracts to work harder, including vitamin C which oxidises when brought into contact with water.

The Trend Is More Sustainable

It’s estimated more than 1.1 billion people worldwide lack access to water, and it’s no secret that scarcity is on the rise. So, naturally, this trend will aid in conserving natural resources. More streamlined, and sustainable formulas also mean less product per application (a little goes a long way), which reduces excess packaging and regular waste. Experts also say less water lowers the cost of distribution. Because powder is lighter than water, shopping these formulas requires less space, and in turn, less fuel.

Formulas Are Great For Sensitive Skin Types

Not only is water-free great for the planet, it’s better for the skin, too. Pared back formulas (without any harmful preservatives) mean the risk of irritation or flare-ups is minimal. Instead, botanical ingredients like shea butter, apricot and camellia oils can all take centre stage for a gentler formulation. It’s not just skincare following the trend, either – numerous new make-up launches are now water-free, too.

The Products Are More Travel-Friendly

No water is good news for jet-setters who love their beauty. We all know airline restrictions mean fewer liquids, making this new swathe of products (containing, dry, powdered or more condensed ingredients) are perfect for frequent flyers.

Shop Our Pick Of The Best Waterless Products Below…