Eco-friendly beauty brands may be booming but a growing number of customers are also keen to consume less water – and not just while bathing. Water (aqua) is often at the top of the list of ingredients in beauty products and so, according to new research, conscious consumers are increasingly looking for products formulated with zero, very little water - or those that can be used without it completely.
Emma Hardie's Moringa Cleansing Balm is an ultra-soothing product that's ideal for sensitive skin
And for those yet to be convinced, some beauty experts believe your addiction to that squeaky-clean feeling could be harming your skin, as excessive washing or use of water-based products can strip the skin of oils and weaken its natural barrier.
“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, co-founder of BeautyMart explained to Cover Media.
Water is often used in formulations as a cheap base but once you remove that water, nutrient rich botanicals and oils are used instead, which results in a much more potent offering, as well as being better for your skin. The concept of 'waterless' beauty is another trend which originated from beauty innovators in Korea – a nation that's light years ahead of the West when it comes to cosmetic trends.
Mai Couture Highlighter Papier are recyclable blotting tissues infused with natural makeup powders – base, blush and bronzer – to both absorb oil and deliver a flawless finish. Being liquid-free means they're great for air travel and festival weekends.
Emma Hardie Moringa Cleansing Balm
Emma Hardie's cult Moringa Cleansing Balm has minimal water in its formulation and is stuffed with hydrating and soothing ingredients including wild sea fennel, vitamin E and jasmine. Simply massage into dry skin and remove with a slightly damp cloth.
Farmacy Honey Savior
Swap your moisturiser for Farmacy's rich water-free balm, packed with naturally derived honey sugars, amino acids and B vitamins. Its cocktail of soothing, healing and inflammation-reducing ingredients, will soothe dry or chapped areas of skin.
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.
Ouai Dry Shampoo Foam
Ouai's innovative dry shampoo will help you get through those in-between days without having to have a water-guzzling shower. Apply by massaging into the roots of your hair and it will soon absorb residual product, excess oil and other impurities, leaving your hair delightfully clean and fresh.
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