{"id":5296,"date":"2018-10-24T10:00:49","date_gmt":"2018-10-24T09:00:49","guid":{"rendered":"http:\/\/trendesignbook.com\/blog\/?p=5296"},"modified":"2018-10-30T15:05:15","modified_gmt":"2018-10-30T15:05:15","slug":"beauty-selfcare-trend-waterless-products","status":"publish","type":"post","link":"https:\/\/trendesignbook.com\/blog\/trends\/beauty-selfcare-trend-waterless-products\/","title":{"rendered":"\u00a0Beauty &\u00a0Selfcare\u00a0Trend: Waterless Products"},"content":{"rendered":"\n

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We are coming to a world when water could become a luxury, so brands are squeezing it out of their products so we can have a better and green future. So today we bring waterless<\/strong><\/em> products. Last year Mintel\u2019s key beauty trends for 2025 included water as \u201cthe new luxury,\u201d suggesting brands need to limit dependence on it. \u201cBeing able to manufacture without water is going to become an increasing concern,\u201d Anna-Marie Solowij, co-founder of BeautyMart, tells JWT Intelligence.<\/p>\n

So here some brands and products that committed reduce the water in their products.<\/p>\n

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L\u2019Or\u00e9al\u00a0has committed to reducing 60% of water consumption per finished product by 2020, compared to the amounts it used in 2005 and is already making efforts to reduce water consumption in its plants.<\/p>\n

Unilever has launched a water-smart initiative which aims to develop products across its brands that reduces its water footprint. The brand\u2019s new\u00a0Love Beauty and Planet\u00a0collection, launched this year in the United States, incorporates \u201cfast-rinse technology\u201d in hair conditioners so less water will be used.<\/p>\n

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Linda Treska aimed to create a brand with a meaningful purpose when she founded\u00a0Pinch of Colour. Born and raised in Albania, Treska has experienced first-hand the difficulty of living with water scarcity and contamination. \u201cOne-third of the world, if not more, is touched by this problem,\u201d. \u201c Pinch of Colour it\u2019s the first waterless beauty brand in the market. We don\u2019t have a competitor yet, but I do see more and more people aware.\u201d<\/p>\n

\u201cBy removing water we don\u2019t have to use any preservatives,\u201d explains Treska. \u201cWe are paraben free and preservative free, which is a big issue people have been talking about, as parabens are connected to a lot of sicknesses and problems.\u201d The resulting product? \u201cBetter ingredients at a functional level and more hydrating,\u201d says Treska.<\/p>\n

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Milk Makeup\u00a0launched its Watermelon Brightening Serum in a stick format in spring 2018, following its other solid formulas, which include Matcha Toner and Hydrating Oil sticks. In April of this year,\u00a0Supergoop\u00a0released its SPF 50 Glow Stick Sunscreen, which brightens skin. In June,\u00a0Lush\u00a0launched Slap Stick, a solid foundation available in 40 shades. \u201cThe whole stick phenomenon isn\u2019t just a phenomenon,\u201d says Solowij, \u201cit\u2019s something that has a very practical use.\u201d<\/p>\n

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\"\"\"\"Korean beauty brands have been experimenting with waterless skincare and cosmetics for some years.\u00a0Whamisa\u2019s collection of natural, waterless and fermented products includes toners, mists, and lotions, while\u00a0Frudia\u2019s waterless products are made from organic fruit-derived extracts and the range covers moisturizers, serums, and sheet masks.
\nThe solid beauty wave was first reported in our \u201cFuture 100: 2016\u201d edition and has since turned into part of a larger environmental concern.<\/p>\n

\n*Like what you\u2019ve read? Feel free to share on your social media by using the super-easy share buttons on the\u00a0<\/strong>left!\u00a0\u00a0If you want to see other trends just\u00a0click here.*<\/a><\/strong>\n<\/h5>\n","protected":false},"excerpt":{"rendered":"

We are coming to a world when water could become a luxury, so brands are squeezing it out of their products so we can have a better and green future.…<\/p>\n","protected":false},"author":1,"featured_media":5297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[297,24],"tags":[607,609,413,593,543,608,606],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/posts\/5296"}],"collection":[{"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/comments?post=5296"}],"version-history":[{"count":0,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/posts\/5296\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/media\/5297"}],"wp:attachment":[{"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/media?parent=5296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/categories?post=5296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/trendesignbook.com\/blog\/wp-json\/wp\/v2\/tags?post=5296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}