EP83. How waterless beauty greenwashed the beauty world

Waterless beauty is on everyone's lips these days and waterless products are being touted as a key pillar of the beauty industry's drive for sustainability.  But, as with most beauty industry buzzwords, the term waterless has the potential to be hype, hot air and just another case of greenwashing. In this episode, Formula Botanica CEO Lorraine Dallmeier, a biologist and chartered environmentalist, is joined by colleague and deputy education manager Ana Green to unpack the waterless beauty trend. Listen in for a reality check on the meaning of waterless. Does it have substance or it is just another beauty industry marketing term that doesn't stand scrutiny? In this episode on waterless beauty, you will hear: How the term waterless has gone from meaning simply anhydrous products and then more concentrated solid products to being equated firmly with sustainability. About the 4 key reasons waterless beauty products have captured consumers' hearts and minds. How a beauty product may have a totally waterless formulation, but will inevitably leave a water footprint throughout its life cycle. Why waterless beauty can be considered window dressing and that the sustainability issues facing the beauty industry are far more nuanced. Key take-outs include: Waterless skincare in the true sense of anhydrous products has plenty to offer beauty consumers.  Water plays an important role in skincare products. An optimal beauty routine would involve hydrating the skin topically with water-based products which can also impart water-soluble, active ingredients. It is misleading to use waterless to imply a product is automatically a more sustainable option. Instead, the beauty industry should be talking about 'water-responsible' beauty and practices.