A recent article in the Guardian reported that water-free beauty products are gaining popularity and now account for 23% of the US personal care market.
We’ve been making water-free products since 2014 and can totally understand why they’re gaining in popularity.
1. Most hair and skin care products are 60% to 80% water. While water can be a beneficial beauty ingredient, the reality is that it’s being over-used to cut costs.
2. Excessive water can reduce a product’s effectiveness. Certain applications — like healing damaged skin or deeply moisturizing hair — call for active, non-water ingredients. In many cases it’s better to apply water to your skin or hair, then use a water-free beauty product to seal in moisture.
3. Water-based products require preservatives, whereas many water-free products can function without them, or with a much smaller amount. Water breeds bacteria. So preservatives become necessary to stop the growth of bacteria. Safe cosmetic preservatives do exist, but many have a reputation for being toxic.
Additionally, water doesn’t naturally combine with many beauty ingredients, so synthetic chemicals become necessary to bind ingredients together.
This doesn’t mean that all water-based beauty products are bad. But the effectiveness of water-free beauty products really can’t be beat.
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