Written by:  Amanda Thompson, Founder + CEO of KICK PEACH BEAUTY

August 8, 2023

Updated: May 2024

In the dynamic world of skincare, a revolutionary trend is taking center stage – Waterless Beauty. With consumers becoming increasingly conscious of their environmental impact, they seek products from brands that align to delivering results while also making a positive impact in the world.  Right now, the beauty industry is actively working on more sustainable practices from ingredient sourcing to the reduction of excess packaging.  The next big thing for the beauty industry- water.  Here is why water and waterless skincare are the next “it” trend in sustainable beauty.

• The #1 ingredient in most skincare products.
• The hidden impact of excess water in your skincare products.
• Why it makes sense to incorporate a waterless skincare into your daily routine.
• Why waterless skincare is the future of beauty.

The #1 ingredient in most skincare products.

Traditional skincare products often contain high percentages of water, in fact it has been estimated that most skincare products contain 65-90% water. Water in skincare formulations is the great dissolving agent and helps to hydrate the skin the problem comes when brands use excess water in their formulations.  Excess water though acts as a filler that can dilute the potency of active ingredients and give consumers the illusion of value in terms of the product size to price.  Additionally, excess water often results in excess packaging to include larger size containers, pumps, lids, and straws; of which it is estimated that 70% will end their life in a landfill.    

Let’s do an experiment together shall we?  Right now, look at your favorite moisturizer, eye cream, etc.  What is the #1 ingredient listed? 

We are going to be that when you looked you saw water listed as the first ingredient in nearly every one of these products- if not all these products.  Are we correct?

Enter waterless skincare – a game-changing approach to skincare that eliminates the need for excess water, making room for optimal concentrations of effective ingredients that deliver skin-loving results without the water waste and naturally smaller packaging.

The hidden impact of excess water in your skincare products.

Did you know that the beauty industry is one of the leading contributors to water waste? It has been estimate that it takes an average of five liters (5L) of water to produce just one ounce (1oz) of facial moisturizer. Water use in the skincare industry is a combination of the production and extraction of raw materials, the production process, presence in the final formulation, sanitizing processes, and discharge into the environment after use. As you can see, water use is “hidden” from us the consumer until it is brought to light. 

Waterless skincare formulations aim to reduce excess water use across the supply chain and in the final formulations.  Waterless products are often activated with small amounts of water and designed to help you use fewer products and smaller amounts of those products in your skincare routine. Additionally, waterless skincare not only conserves the world’s most precious resource but also helps to minimize the carbon footprint associated with transportation from supplier to manufacturer, to distributor, to retailer, to consumer.

Why it makes sense to incorporate waterless skincare into your daily routine.

By eliminating excess water, waterless skincare products deliver a targeted concentration of active ingredients to your skin without the waste. This means you're getting the optimal amount of what your skin truly craves per serving, without the need for large quantities of product.  

Waterless skincare products, like the patent-pending, PM POWER PACK are often designed to multi-task benefits of multiple products into one, easy to use product.  This allows you to reduce your overall spend on multiple, single-note products further impacting your overall beauty footprint. 

Waterless skincare fits perfectly into a skin streaming skincare routine. Skin streaming is a term that's gaining traction in 2023. It's all about providing your skin with a consistent, targeted dose of active ingredients without overwhelming it. Skin streaming is streamlining your product consumption without sacrificing results.  A win-win for you and the environment.

Why waterless skincare is the future of beauty.

The waterless beauty market is projected to witness a Compound Annual Growth Rate or CAGR of 10.64% during 2023-2027, underscoring a growing shift towards sustainable skincare solutions and has a direct impact on overall sustainability. As an example, excessive water use in the beauty industry not only depletes water resources but also contributes to plastic waste – an estimated 120 billion units of packaging are produced by the global cosmetics industry every year. 

Since water breeds bacteria, waterless skincare formulations can also be preserved and stabilized with more friendly preservatives or in some cases without additional preservatives at all.  This can mean that waterless skincare formulations can be ideal for those with more sensitive skin and can appeal to a wider range of skin types. 

Conclusion:  Waterless skincare is a solid step towards more sustainable beauty.

In a world where every choice matters, embracing waterless skincare is a step towards a more sustainable future. Waterless skincare is a great option for a wide range of skin types and skincare needs. Are you ready to try it out yourself?

 ______________________________________________________________________

Curious about waterless skincare?

Discover the reimagined experience of the patent-pending, PM POWER PACK.  This innovative, powdered night treatment is made active by you at each use with a few drops of warm tap water and applied topically to the skin each night. Elevate your skincare routine while contributing to a more sustainable planet.

Non-Linked Sources + Citations:

Source: Market Research Future (https://www.marketresearchfuture.com/)

Source: Ellen MacArthur Foundation (https://www.ellenmacarthurfoundation.org/)