3 October 2022
Author: Olivia Houghton and Jessica Smith
Image: Nomad by Seymourpowell, UK
To ameliorate concerns about water scarcity and skin health, an anti-showering movement is growing. Since 2016, LS:N Global has been tracking the rise of Waterless Beauty, a microtrend that examined the rise of brands adapting how they manufactured and formulated their products to alleviate concerns about water scarcity. As droughts persist, this has become a Civic responsibility, and governments are advising citizens to shower less frequently. With studies that suggest that over-showering can damage the human microbiome, this might not be such a negative thing for our skin health. The Genetic Science Learning Center at the University of Utah claims that ‘disrupting our microbial eco-systems can cause disease’ and washing too often may damage these micro-organisms, which are vital for our health.
Furthermore, according to dermatologist Lucy Chen, the right number of showers per week is two to three, and washing too much can be bad for your hair, cause acne and may make allergies worse. 'Showering every day may be bad for your skin because it can remove essential oils and dry out your skin. Dryness can lead to eczema or skin inflammation, or make your skin red and itchy,' Chen tells Brightly.
Beyond waterless innovations such as solid shampoo bars that need water to activate, brands are innovating rinseless products that don’t require water at all. Swair’s showerless shampoo, for example, cleans your hair without suds, rinsing or residue. Unlike dry shampoo, which masks grease in the hair, Swair’s product interacts with the dirt and sweat so it can be towel-dried away. Other innovations include Yuni Beauty’s range of waterless Shower Sheets and Flash Bath No-Rinse Body Cleanser and Hanni’s Shave Pillow, which promises a smooth shave and nourished skin without a drop of water. Leading the rinseless way in oral care, Pärla’s solid toothpaste tabs are activated through saliva to create a paste at the point of brushing rather than including water in the formula.
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