In the midst of a comprehensive push towards eco-friendliness both in terms of sustainable packaging and environmentally-conscious formulas, many companies are choosing to go green. A recent trend within the green revolution is waterless products.  Many brands create products with excessive water, which is especially concerning due to a statement from the World Wildlife Fund that by 2025, there may be a water shortage to two-thirds of the population.

This startling statistic promotes the need for careful consideration of the amount of water used in cosmetics, and supports the push for waterless beauty products.

The waterless beauty movement will continue to gain traction throughout 2019, expanding an already notable presence within the cosmetics industry. Initially sparking conversation in 2018, the waterless trend provides twofold benefits: the preservation of water and enhanced skincare. Water dries out the skin by stripping away natural oils, and excessive water can promote the growth of microorganisms. Thus, a need for higher quality products is illuminated, which will use less water and benefit the environment while providing better results for consumers. Talk about a win-win!

Unfortunately, concerns about the waterless trend are a topic of discussion as well. Consumers are concerned that going waterless will raise the prices of products, while companies fear the trend will cost them too much to even fulfill orders. In response to this argument, consumers should consider that a less watered-down formula will last longer and ultimately purchase the product less frequently.

Going waterless may be the current “big thing” in the sector, but it will take time for companies to convert their product lines to partial or full waterless capabilities. As the trend continues to make waves in the industry, WWP is excited to take part in the waterless movement and create effective cosmetics products that help diminish negative environmental impact while satisfying consumer needs.