Beauty Trends

Waterless beauty: why the beauty world has turned the tap off

A growing trend within the skin care beauty-sphere, ‘waterless’ products, and brands dedicated to slashing their H2O usage are trickling onto the industry’s radar. With water increasingly scarce, formulators are exploring ways to tackle their reliance on this all-too-precious resource – developing innovative (concentrated!) products which deliver results while preserving the world’s reservoirs.

Simple and efficacious, this trend not only means great things for the globe, but also promises great things for skin. Developing simple, concentrated and sustainable products which limit the use of water in production, not only combats the need for preservatives, but also means less product use per application – reducing excess packaging (a double-whammy of good news for Mother Nature, if you will).

Plus, they’re travel-friendly. With airline restrictions a bone of contention for legions of beauty-obsessed jet-setters, the swathe of dry, powdered and ‘waterless’ products are perfect for frequent flyers.

Following Korea’s lead (as usual), brands are actively seeking new ways to combat their water consumption – even giants such as L’Oréal have pledged to reduce water usage by 60% per each unit of product by 2020 (bravo!). And what’s more, ‘dry’ ingredients are often super fresh, with powdered cleansers (such as Odacité’s {Green Ceremony Cleanser}) and essence-free masks like Charlotte Tilbury’s {Instant Magic Dry Sheet Mask} delivering phenomenal results without a drop of aqua vitae.

And it isn’t just skin care. {Pinch of Colour} is the world’s first entirely waterless make up range, with an impressive range of shades, these beautiful balms and lip pigments were born of the founder’s experiences with water deficiency as a child. Linda Treska knows only too acutely how devastating drought can be, and it was this, coupled with her passion for beauty, that inspired her to set about developing a range of make up must-haves with a cause.

In lieu of water, {Pinch of Colour} use soothing botanicals, nourishing natural oils and skin-loving fruit butters to create hydrating, non-toxic (!!) and self-adjusting pigments that apply and diffuse seamlessly for concentrated colour with a conscience.

What’s more, part of the proceeds from each product bought are donated to supporting water charities and raising precious funds for those deprived of access to this life-giving essential.



Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…