Waterless Beauty: A dive into this trend pool to see what the splash is all about
Water shortage is a problem and the sooner we come to terms with this reality the better it will be for us and for the planet. As per certain stats, by 2025, 1.8 billion people will be living in water-scarce countries and two-thirds of the world’s population might be living under water-stressed conditions. This sounds scary but what’s even scary is the fact that solving this problem depends on our decisions, our choices and our lifestyles. It’s one thing to ignore the crisis but another to deliberately participate in it. From your closet to your home, water trickles through our life in so many ways. Some of these are fairly obvious but some might escape through the cracks of our deeply busy lives. It’s time we fill these cracks with something better than water…
You’re wearing water and you might not even know it
According to Tina Hedges, founder of Loli, most skin and body products contain anywhere from 80 to 95% water. That’s not all, shampoos, conditioners, shower gels and facial toners can contain even more water! If you just read the ingredient label and read the word ‘aqua’ as the first ingredient, it most likely signifies that the product is majorly made of water.
In other words, the ‘other helpful’ ingredients that supposedly help you are just diluted and mostly ineffective. That’s not all, according to Hedges since water breeds bacteria easily, it will be packed with chemical preservatives to prevent this and other synthetics that give it texture, colour and scent. #WaterWaste!
Brands that are changing this, one droplet at a time
In light of this situation, bigger brands (L’Oréal, Unilever and Procter & Gamble) have made it their mission and pledged to significantly reduce their water consumption while many small and home-grown brands are taking a step further and boycotting water use altogether by creating completely waterless formulas. At ruby’s organics, we have tried to practice this, our range is waterless with the exception of our foundations.
What does this mean?
“‘Waterless’, ‘water-free’ or ‘anhydrous’ beauty refers to products that are free from water and instead they use botanical ingredients and oils to create more potent solutions. Thus, lessening the need for preservatives and unnecessary fillers
Better not just for the planet
By consciously choosing to pick a waterless product you’re not only helping the planet but also yourself. Since water is inexpensive it’s used in products for adding volume sometimes even 90% of the product would be water leaving little to no room for the actual ingredients. Hence, by removing water and substituting it with botanical oils the payoff of the remaining ingredients that form the product is ironically more hydrating!
For instance let’s take your favourite Vitamin C serum, removing the water content from this serum will actually make it more effective and stable, here’s how…
As per research Vitamin C loses stability and potency when in contact with air, light, and water making it extremely tricky to blend into a serum or mask. Thus, the ones that are made without water are carefully formulated to help you leverage the benefits truly. According to Jeannette Graf, MD, a New York-based dermatologist. A water-free system helps ensure the long-term stability of topical vitamin C.
Don’t just jump in, test the waters
Waterless beauty is a great way to reduce your water footprint but sometimes it might not work for those with acne-prone or sensitive skin. An oil-based concentration or certain ingredients without water can be an irritant to those skin types, so it’s always recommended to test them out before you completely alter your life.
We’re soaking in this new trend in all its glory, it’s time for you to reflect back on your choices!