Inside Waterless Beauty: How Brands Are Rethinking Water Conservation

Are you ready for the age of powder shampoo?  Waterless beauty, a small but increasingly intriguing category comprised of brands and products that think of water differently at varying points in the product lifecycle, has become a hot topic as the beauty industry rethinks sustainability. Some of these lines eschew water altogether in their formulations, either creating more concentrated options or products that require water for activation. Others contain water but don’t require it for use, like a new line of Procter & Gamble hair products, called Waterless, slated for a U.S. debut in early 2020.  Either way, they underscore the same thing — shifting consumer perception around both sustainability and convenience.  “It feels more like a movement, a way society can go, than a trend,” said Cecilia Gates, chief executive officer at Gates Creative, of emerging waterless options. While it’s still under the radar for now, Gates sees staying power. “There are so many factors to waterless beauty. It’s more eco-conscious, from the fact that you can likely reduce some packaging…[and] it’s more relevant to how people live their lives because people right now are so mobile and on-the-go,” Gates said. “If you look at the younger generations…they’re so eco-conscious,” she continued. “If you look

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