Is the future of sustainable beauty 'confetti' serums?

By Sarah Parsons | Published: 2-Mar-2023

Waterless cosmetic products have been gaining traction as eco-friendly alternatives and new technology from University East Anglia hopes to reduce the beauty industry's environmental impact

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Waterless beauty products have gained traction in recent years as awareness of water scarcity increases. 

The UN has highlighted ‘frivolity’ towards water as a reason why 700 million people worldwide will face water shortages by 2030. 

L’Oréal, Unilever and P&G are among the cosmetic conglomerates who have pledged to address their water consumption as more waterless beauty products hit the shelves. 

Wash-off beauty products are particularly under scrutiny as shampoos, conditioners and cleansers could contain up to 95% water. 

Marketed as a sustainable solution, brands across all sectors from Chanel to UpCircle and Tropic are investing in waterless. 

But the secret to waterless beauty

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