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reusable glass jars
(the formulas also
upcycle organic
food: LOLI Plum Elixir
turned trash—a
plum’s kernel—into a
hydrating oil).
Less packaging
means less fuel is
required to ship
these products, so
waterless beauty has
a positive impact
across the entire
supply chain—proof
that using less can
mean so much more.
—PAIGE STABLES
wave of the future
conditioner—also
looks and feels like a
bar of soap but
nourishes hair with
coconut oil.
“What would we
take on a trip to the
moon?” asks Kailey
Bradt, the founder of
water-free brand
OWA. “That’s how
we think, and that’s
how we innovate.”
Her Moondust Hair
Wash is a powder
shampoo, the first of
its kind—sprinkle it in
wet hands, rub them
together, and in a
few seconds you’ve
got a liquid shampoo.
Besides con-
serving water,
powder formulas
can also save on
packaging waste.
Ethique’s bars come
in boxes made of
compostable paper.
LOLI’s powder masks
and scrubs come in
Whether a beauty
product lists
aqua as its first
ingredient or
not, it almost
always has a
water footprint.
But innovative
formulas are
moving toward a
new standard of
zero waste—and
proving products
don’t require
liquid to be gold.
Now consider
that, on average, a
bottle of shampoo
contains up to 80
percent water. That’s
a whole lot of water
being shipped
around the globe
We need to do more
than just shut off the
faucet while brushing
our teeth. Consider
that over 2 billion
people are living in
countries with water
stress and that by
2030, 700 million
people could be
displaced by water
shortages. “We have
to be aware of the
times we’re living in
and the products
we’re using,” says
Linda Treska, the
founder of Pinch of
Colour, who grew up
affected by water-
infrastructure issues
in Albania. (About
H2zerO
Anything longer
than a 90-second
shower was out of
the question for Cape
Town locals in 2018,
and that was if you
had water at the
time. During the
Day Zero water crisis,
Waterl<ss hair care
was introduced to
South African women
as a solution to
stretch time between
washes. The lineup
includes dry
shampoos for thick
and fine hair (above
right), two fruity-
floral hair fragrances
that defrizz while
they refresh, and
a restyling mist
(above left) that lets
you heat-style hair
without having
to rewet it. The lineup
has now arrived
in the U.S., so you too
can skip a wash and
save time—and most
importantly, water.
Clockwise from bottom
left: Ethique bars,
LOLI Plum Elixir, Pinch
of Colour Healthy Lips
Waterless Lip Oil in
Pink Crush, and OWA
Haircare Moondust Hair
Wash—all shown are
Every drop of water
is precious. Inside
L’Oréal’s dry
factories, all of
the water used for
processing is
cleaned on-site
for reuse.
28 ALLURE APRIL 2020
CLOCKWISE FROM BOTTOM LEFT:
JOSEPHINE SCHIELE
(5); GETTY IMAGES;
JOSEPHINE SCHIELE
