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Waterless Beauty: Meet 3 Female Founders Helping To Save The Planet

Why is water important to consider?

According to research from the British Beauty Council some 42% of us feel guilty about the environmental impact of our beauty products.  This is perhaps no surprise when we read headlines about the 120 BILLION units of packaging that the industry produces each single year.  Worst still, most of this is not fully recyclable! When it comes to the beauty industry and sustainability, it's clear we still have a lot to do to before we can feel less guilty about our impact on the planet.

One of the areas for improvement has to be the way we use water. With World Water Day fast approaching (22 March 2022) we dived into the growing trend for waterless beauty.  These types of products use low quantities or no water at all. This results in products which are more potent, with more active ingredients and much more compact. In theory this means less packaging and a lighter product to transport. Which means less energy and less carbon being emitted into the atmosphere. So it seems waterless products are a win-win for people and planet. We spoke to 3 female founders who've embraced waterless formulations to find out more.

Meet Saman Ali, Founder of Beauty Cleanse Skincare

Multi award-winning Beauty Cleanse Skincare is a superfood-powered minimalist skincare range that ensures sustainability runs through the entire product life cycle, from concept to shelf. 

"It's not unusual for skincare products to be 70% water.  Because we don't use water in our products they are incredibly potent and you use less.  Our range is designed to simplify complex and wasteful beauty routines.  Aside from delivering better skincare, water is such a valuable resource and we don't see any reason to waste it.  Add your own and get twice as much product". 

Saman Ali, Beauty Cleanse Skincare

Mix this unique and opulent "powder-to-foam" formulation with water to transform it into a rich pink potion.  It's a customisable 2-in-1 formula that can be adapted perfectly to your skin's specific needs.  Organic hibiscus flower, with natural AHAs, gently buffs away dullness and impurities, chickpea, pink clay and upcycled rice deliver a deep cleanse whilst coconut milk leaves your skin feeling soft and hydrafted.  Gradually brightens tone and refines texture to reveal a more polished and radiant complexion. 

What else do Beauty Cleanse make?

Other products in the range include the Anti Pollution Deep Cleansing Oil & Makeup Remover - £26.00, the multi-purpose Restoring Facial Serum in Oil £27.00 for face, hair, nails, cuticles, hands and make-up prep and the Anti Fatigue Face Serum-in-Oil £30.00 for face, under eyes, neck and face massage.  Shop the full range here  

Meet Sue Campbell, founder of Kind2

Sue Campbell founded KIND2 to make a difference.   As a lover of adventure and the great outdoors Sue saw the rise in plastic pollution around the world on her travels.   Finding out that shampoo was 80% water convinced her it was a product ripe for innovation.  KIND2 solid shampoo and conditioner bars are not only waterless, they are also plastic and soap free.  Every bar, delivered in recyclable cardboard packaging, can remove two to three plastic bottles from entering our oceans and landfill. 

and conditioners for the 21st century.  Our formulas are full of active plant based extracts to gently treat specific hair needs.  They're vegan, free from plastic, soap, palm oil, synthetic fragrance and colours.  And what's more they're great value for money.  A KIND2 bar lasts between 60 - 80 washes, two or three times as long as a 250ml plastic bottle"

Sue Campbell, Kind2

Winner of the Best New Sustainable Hair Product in the Pure Beauty Global Awards 2021.  A gentle cleansing and conditioning bar formulated with chia seed, upcycled hemp seed and macadamia oils to hydrate and detangle.  It's unisex and multi-purpose, use it as a body wash or beard wash too.  A fabulous beauty switch that's great for everyday use at home and simply perfect for travelling or hitting the gym.  

Other products in the range include bars for Hydrating, Rebalancing, Sensitive Dry & Flaky Scalps as well as discovery sets to let you try a smaller version first.  Shop the range here

Meet Ajna Magomedova, founder of Balmista

Balmista is a waterless and vegan brand that's on a mission to pamper you with potent face care.  A high-performing, 100% natural, plant-based skincare range bursting with vitamins, antioxidants and fatty acids.  Balmista handcraft their products in small batches to ensure freshness of their natural ingredients.   The brand was founded by Ajna following three important life events - job loss, pregnancy and the pandemic.  She wanted to use the experience as an opportunity to connect people with nature and themselves through daily, self-care rituals.  Balmista was born. 

"As water evaporates, it takes the skin's natural oils with it.  I’ve formulated waterless skincare using the natural power of botanical extracts, unrefined plant oils and butters. They are non-diluted, non-drying, highly potent and whilst they may cost us more to create, the good news is that you'll need less of it as the formula isn't diluted.  This means you don't have to worry about contributing to the already existing product consumption" said Ajna.   Sustainability also plays a big role in this brand, as they plant 5 trees with every order and are a carbon neutral workforce."

Ajna Magonmedova, Balmista

A luxurious blend of cold-pressed, wonder oils.  Antioxidant rich, organic plum oil, rebalancing jojoba, multitasking sea buckthorn, phenomenal rosehip oil and the healing powers of ylang ylang.  This unique, lightweight formula absorbs instantly, smells absolutely divine and contains Vitamin E for extra moisturisation.  It's non-comedogenic, meaning it won't clog pores.  

Other products in this lovely range include Glorious Green - Oil to Milk Cleanser £26.00 and Nude Glow - Concentrated Face Cream £28.00.  Shop the range here

"Waterless beauty is really trending in 2022" says Wendy Martin, co founder of Counter Culture Store  "We're on a mission to make it easier to switch to sustainable alternatives, be that waterless, zero waste, upcycled, plastic free or refillable.  There are so many options to make small switches in our daily lives in support of people & the planet.  We just need millions of us to start that journey, and start it now".  

Wendy Martin, Counter Culture Store

To discover and shop eco beauty, from independent brands and female founders visit

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