Water responsible beauty

For numerous different reasons water is becoming a scarce and precious resource. Rising consumer awareness is pushing brands to work harder to protect the planet’s natural water resources and to create more sustainable solutions.

Facts & consumer voices

70% of our planet’s surface is covered by water, but only a small percentage of this (about 0.3%) is usable for humans. Increased population growth has led to increased water consumption and the impact of global climate change has meant that it has become even more crucial to use our water resources wisely. Today the average person in Europe directly consumes 100 - 150 liters of water a day, this includes for example drinking water or the water we use for our beauty habits. On the other side, a Mintel survey showed that today’s consumers are paying a lot more attention to their individual impact on the planet.

Tap into new opportunities

Taking the increasing environmental awareness of consumers into account, manufacturers should shift their focus to alternative solutions – one of these being switching to products that take care of our limited water resources. To save water and to limit their dependence on it, companies will need to change how they formulate and manufacture products. Evonik’s new cleansing and conditioning formulation concept offers a range of 10 innovative solutions that both nature and consumers will love. It covers three different approaches to conserve our water resources, non-rinse formulas, “waterless” or those that contain/require only a little amount of water (for usage). Beside these categories different formats like for example solids have been developed. All these formulations have in common that they help to minimize the water footprint.

Formulations of the month

One formulation example is a Cleansing Powder-To-Foam which does not include any additional water. It contains amongst other ingredients RHEANCE® One, a new class of all-natural ingredients for rinse-off applications. The emollient TEGOSOFT® OER MB has the benefit that it is produced by an enzymatically eco-efficient process. Another prime example is the Hair and Body Wash Concentrate. Compared to non-concentrated products, only a third of the product is needed during application. As a concentrate, it is lighter to transport reducing the carbon footprint during shipping. TEGO® Betain 810, an extremely mild and preservative-free, non-irritant surfactant, enables the development of such format.
All of these concept formulations help to foster the shift towards more sustainable solutions and facilitate the change we currently see in the cosmetic industry. At the same time, this market trend supports eco-conscious consumers to broaden their awareness for water conservation. This is what we call the Soul & Science of Beauty.

To learn more about this inspiring concept and its different formulations, please log in to Evonik’s intoBeauty® platform and access the recent webinar about this new concept.