Lubrizol Life Science has developed a line of waterless formulations combining ingredients such as AlgaPūr HSHO algae oil (INCI: Triolein), Kelco-Care diutan gum (INCI: Sphingomonas Ferment Extract), Sensomer CI-50 polymer (INCI: Starch Hydroxypropyltrimonium Chloride), Oilkemia 5S polymer (INCI: Caprylic/Capric Triglyceride (and) Polyurethane-79), Matrifuse S-1 dispersant (INCI: Polyhydroxystearic Acid (and) Neopentyl Glycol Diethylhexanoate) and Sunhancer Eco SPF (INCI: Copernicia Cerifera Wax (and) Oryza Sativa Wax).
This responds to the United Nation's (U.N.'s) prediction that by 2025, two-thirds of the world’s population will be living in water-stressed conditions. As climate change continues to threaten the natural water cycle, more consumers are seeking out beauty brands that offer waterless products that work.
Beauty Beyond H2O gives consumers a waterless beauty routine with products for cleansing, hair care and skin care. The collection offers a range of textures and formats, sulfate- and silicone-free formulations, travel-friendly portable solutions and sustainable packaging made from recycled or reusable materials.
The product line includes:
- Jelly Cleanser Oil – Cleanses the skin by removing impurities and resistant makeup with a moisturizing and non-greasy finish.
- Surprising Shower Powder – Includes natural emollients that help moisturize the skin during and after washing. Showering with this formulation, consumers might use 4x less product than traditional shower gel.
- Flip-me Algae Bar Shampoo – A solid bar that washes hair while nourishing and conditioning to provide curl definition and frizz control. Shampooing with it is said to allow consumers to use 6.5x less product than traditional shampoo.
- Algae Oil Solid Hair Mask – Designed to bring hydration, shine and strength to hair with a light, satin-like feel.
- Instant Nourishing Hair and Scalp Oil Serum – An oil-based serum that reportedly transforms damaged hair and scalp.
- Waterless Facial Moisturizing Bar – A water-free facial bar that provides moisturization with no oily or greasy texture and reduces the appearance of dark spots and wrinkles, according to the company.
- All Mineral Anhydrous Facial Daily Deflector Sunscreen Fluid – A reportedly silky and smooth sunscreen fluid said to apply seamlessly with an all-mineral format.