Water (aqua) tops the list of ingredients for almost all our beauty products. According to The International Natural and Organic Cosmetics Association, water comprises 60 to 85 percent of a cream formula, while rinse-off products may contain up to 95 percent. On top of this, the manufacturing processes used by the beauty and personal care industries often require thousands of litres of water. H2O, a precious resource to both humans and nature, is just as vital to our beauty rituals, and this is why the industry—as a whole, and brands both big and small—are making significant strides to innovate from a water-conscious perspective, through reformulations, ocean conservation, antipollution efforts, greener packaging, optimised manufacturing processes and environmentally friendly alternatives.
The problem with packaging
According to the Statista Consumer Market Outlook, the global cosmetics market’s revenue in 2021 was US$80.74 billion—and it’s slated to surpass US$100 billion by the end of this
