They're part of a growing trend.
Author:Daley QuinnUpdated:Dec 3, 2019Original:Dec 3, 2019Here's a scary fact: By 2025, 1.8 billion people will be living in countries with absolute water scarcity, while two-thirds of the world's population might be living under water-stressed conditions. Considering water is crucial in maintaining life on Earth, it's kind of important we try every effort to conserve it, no?
This means that the products, and the active ingredients that the brand is marketing to consumers, are mostly diluted and therefore, less effective. "And because you have water, which can breed bacteria easily, most likely the product [contains] chemical preservatives and lots of other synthetics to give it varying textures, colors and scents," explains Hedges.
Contamination aside, the concentration of waterless beauty products are what hold weight and longevity, and may actually be better for skin and hair than traditional products. "A waterless beauty product is more concentrated and, in most cases, more powerful," says Susan Carter, co-founder of Carter + Jane. "The overuse of water...
"Like any new routine, it takes time to get used to a new way of thinking or doing something," explains Hedges. "We've gotten so complacent cleansing with disposable wipes, for example , or happy with our millennial pink, water-based soapy cleanser that's over-packaged in plastic." Rex Chou, founder of Ghost Democracy Skincare, agrees, but cautions to watch out for "water replacements." "The future is bright for waterless beauty, as long as other proven active ingredients are involved," he says. "Waterless beauty that just replaces water as a base with 'cucumber water' or other infusions that have no proven effect is equally detrimental to the industry as overpriced alternatives.
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