Water has lengthy been a basic beauty ingredient, with some formulations being as much as 90% water. Euromonitor predicts that it’ll stay one of many high ten environmental priorities within the subsequent 5 years, given international issues about growing water shortage.
Waterless merchandise not solely save valuable water sources, additionally they require much less packaging, are much less heavy to move and require much less use of preservatives.
The British model has been advocating such initiatives since its inception 27 years in the past with its model of ‘bare’ merchandise, i.e. sturdy merchandise that want no packaging. Nevertheless it’s solely just lately that extra of its fellow beauty makers have begun to innovate within the waterless house.
Talking completely with CosmeticsDesign AsiaMagnificence Broadcast sequence director of Lush Cosmetics Singapore Nafees Khundker revealed that gross sales of waterless merchandise have doubled prior to now 5 years.
Khundker attributed the rise to raised data and training about sustainability points corresponding to plastic waste and water shortage. This pattern has accelerated over the previous two years within the wake of the COVID-19 pandemic.
“We have been right here for ten years and the primary few years it was very, very completely different. After 5 to 6 years, when individuals had extra entry to info, issues began to vary. However throughout COVID, over the previous two years, individuals have grow to be way more involved about what they use and what goes into their merchandise,” he mentioned.
Khundker believes it is attainable for the fashionable private care routine to be utterly anhydrous, noting that Lush has made strides on this space with self-preserving formulation.
“At Lush, we now market self-preserved merchandise. Aqua is now not crucial ingredient. So even skincare is feasible with much less or no water, with out the necessity for artificial preservatives. So it’s attainable to go 100% waterless.”
Watch our video with Lush Singapore above for extra insights into the way forward for waterless magnificence.
Whereas we’re acquainted with waterless merchandise like Lush’s bare shampoo bars, cleaning bars, and facial oils, Lush is bringing its waterless improvements to the colour cosmetics house.
The model dropped its first nude basis, Slap Stick, in 2018 and is increasing it to incorporate concealers and lipsticks. Khundker advised us that Lush followers can anticipate extra make-up this yr.
“Lush comes with a brand new make-up line. Final yr we truly had a smooth launch. You will notice very attention-grabbing issues while you enter our shops now, corresponding to lipstick refill. That is one thing Lush is engaged on and you will be seeing much more on the make-up facet quickly.”