The future is waterless

More and more people are asking for sustainable alternatives in everyday life. We organize refill packs, shop packaging-free and prefer natural ingredients. In short: Reduction and sustainability are the issues of our time.

The market share of natural cosmetics has almost doubled in the last ten years, so that at least one in six people now uses near-natural and natural cosmetics. Trend research shows that this market will continue to grow, and even major conventional cosmetics brands already have their own sustainable product ranges. For a long time it has not only been about ingredients, but also about origin and packaging. So consumers are asking for an overall concept, for real, uncompromising sustainability. 

The latest trend in the beauty sector is waterless cosmetics - an alternative in so many product areas from shampoo and shower gel to toothpaste. Because while conventional products often contain water as the main component, waterless cosmetics do without the ingredient completely. A normal shampoo often consists of up to 80% water, toothpaste up to 50%. You can do without it, because waterless piece products not only foam, care for, clean or polish just as well as common liquid products, they are also usually much more economical - less is more! 

LESS IS MORE – MORE FOR EVERY BODY

Not using water as an ingredient means conserving a resource that is essential for survival. Clean water - for us a matter of course, for many others a luxury or even utopia. A utopia that unfortunately relates to existential needs such as nutrition, hygiene and health. Ten years ago, the United Nations recognized the right to access clean drinking water as a human right. But even today, almost a third of the world's population does not have safe access to clean water (UN Water Report 2020) - every one of them is one too many. 

In Germany, the average daily water consumption is around 130 liters. Of this we only use 3-4 liters for drinking and cooking and we could further reduce it to about 80 liters with sustainable water consumption. If you don't leave the tap running all the time when washing your hands and brushing your teeth, you can save 10-15 liters a day. That's as much water as 3-4 people need to drink and cook each day. A rethink is necessary - that's why we are not only trying to save water at the tap, but also avoiding it as an ingredient. 

LESS IS MORE – MORE ENERGY SAVED

Water, energy consumption and carbon footprint – how does that fit together? Here, too, waterless cosmetics win, because not using water as an ingredient means that the products weigh less, which means that CO2 emissions during transport can be reduced. And back to the water again: In order to treat water into drinking water, it has to be pumped up, filtered at great expense and, of course, transported to the consumer. This means that if you save water as an ingredient, you also save energy and thus CO2 emissions. 

LESS IS LESS – LESS PLASTIC WASTE IN OUR OCEANS

Cosmetics also mean packaging and waste? Not necessarily! Another unique advantage of waterless cosmetic products is that, unlike traditional liquid products, they can be packaged without plastic. Millions of tons of plastic waste end up in the oceans every year. In order to prevent this, not only must waste management be improved globally, but we should best avoid plastic packaging coming into circulation at all. In Germany alone, almost 500 million tubes of toothpaste end up in the trash every year. That's why our purely natural, microplastic-free All Natural Mint Tooth Tabs are not only vegan and CO2-compensated , but also have fully compostable packaging. This is the only way the product can be completely recycled and does not pose a burden on our environment. 

LESS, LESS, WATERLESS – A TREND TO KEEP

With waterless cosmetics, not only our vital resource water is conserved. CO2 emissions are also reduced, environmentally friendly packaging options are found and real recyclability is achieved through purely natural ingredients. What more do you want? Actually just more ideas on where and how you can continue to do without water as an ingredient. One small step for us - many steps for the climate. Waterless cosmetics are not just a trend, but the future of environmentally friendly and sustainable body care. 

You want to know exactly how much water you use in everyday life? Then calculate your waterfoot print here.