I wanted to tell you about an upcoming cosmetics trend that shouldn’t be mist!– waterless cosmetics. 

To save water and meet their sustainability goals, companies are opting to replace the water in their cosmetics with various butters, oils, waxes and oil-soluble actives as ingredients.

And L’Oreal is making a splash (or should I say, not making a splash) in the sustainability game by leading the race in waterless cosmetics. 

The French company has filed 5 times more patents than their closest competitor. One could say they’re swimming in them 🙂 

Moreso, L’Oreal has invested in a Swiss startup called Gjosa, which is working on optimizing shampoo rinse technology with the least amount of water consumption possible. 

This is all a part of L’Oreal’s pledge to reduce 25% water consumption in their products and to be fully sustainable by 2030

And it’s not just L’Oreal, other major players like Unilever are also jumping on the waterless bandwagon and setting their own goals towards sustainable cosmetics. 

My team has created a list of cosmetic trends that are giving the makeup industry a “facelift” and waterless cosmetics is one of them.

Do you think you’ll be seeing a lot more waterless cosmetics in the coming year? 

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